Feed the Children launches integrated campaign

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International hunger-relief nonprofit Feed the Children launched a campaign October 1 asking consumers to donate money and to spread the word to their friends. The campaign, created in-house, uses direct mail, e-mail and online elements.

Feed the Children is asking consumers to “take 10 minutes, give $10, and tell 10 friends” about the initiative. It also wants to raise consciousness that October is “Hunger Awareness Month.”

The organization is sending direct mail and e-mail blasts to existing donors. It is also seeking new donors through Facebook, Twitter and YouTube.

Abby Harris, assistant public relations manager at Feed the Children, said the organization is engaging younger demographics through online efforts

Data collection is also part of the effort. Feed the Children is collecting information, including e-mail addresses, through the campaign's online components to re-target consumers in future fundraising initiatives.

To measure results, the organization will gauge the number of Facebook and Twitter followers, as well as the level of donations. The campaign will run through November 1.

“Our goal is to get the word out about ‘Hunger Awareness Month,'” said Harris. “October means many things [to consumers].”

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