ALS Association names Grizzard AOR to raise donor engagement

The ALS Association has chosen Grizzard as its agency of record. The agency is focusing on increasing both the size of the organization's donor base and the level of donor support.

The nonprofit's previous efforts were limited to direct mail renewal programs used in conjunction with e-mail campaigns. The initiatives resulted in a high number of one-time donors, according to Jane Gilbert, president of the ALS Association.

“Direct mail is one component and a great way to bring donors in, but retaining donors is equally, if not more important, particularly for a disease like ours,” said Gilbert, who added that Grizzard was picked from three agencies.

Grizzard will try to increase donor engagement through direct and digital channels. The agency, chosen by ALS last month, will also conduct messaging efforts to both past and potential donors, according to the statement.

To acquire new donors, ALS is also working with ParadyszMatera on list efforts. The nonprofit also holds fundraising walks throughout the country, at which Grizzard will look to gather leads.

ALS (Amyotrophic Lateral Sclerosis), often referred to as Lou Gehrig's Disease, is a neurodegenerative disease that debilitates nerve cells in the brain and spinal cord. ALS Association has raised nearly $50 million in the past decade for research and services.

Grizzard has several nonprofit clients, including The Salvation Army, American Red Cross and AARP Foundation.