DMW Worldwide Builds Agency Roster With Nonprofit Wins

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Direct marketing agency DMW Worldwide has added the American Humane Association and Maryland Public Television to its roster of nonprofit clients.

The agency replaced Sanky Perlowin, New York, as fundraising consulting agency of record for the American Humane Association and Dodd Smith Dann & Layher in the San Francisco Bay area on the Maryland Public Television direct marketing account.

Both accounts bill a little more than $1 million each. Each client has a different mandate.

The American Humane Association, a 130-year-old organization dedicated to child and animal protection, was seeking integration of services.

"One of the reasons they came to us, besides fundraising direct marketing, is we're going to take a total look at their donor communications program and bring all of the media together," said Tom Hurley, Braintree, MA-based managing director at DMW and president of its nonprofit group.

Services offered to the association include research, list brokerage, direct mail fundraising, creative concepts and messages, and integration of these measures with its Web-based relationship building.

For Maryland Public Television, which serves Maryland and the District of Columbia, the goal is to involve direct marketing in the changes taking place in the broadcast industry.

Hurley said public TV stations will convert to digital broadcasting over the next few years. This presents every public broadcaster with unique opportunities as well as challenges in dealing with individual users.

"We work for 50 individual public broadcast stations," Hurley said, "so they came to us not only because of that but because broadcasters aren't broadcasters anymore.

"They're trying to create an individual communications stream for each individual donor, so our knowledge of public broadcasting and customer relationship management on the commercial side are going to come together and work hard for them," he said.

Toward that end, DMW will offer Maryland Public Television an array of services, including fundraising consulting, strategic planning, list management, creative concept development, direct mail, direct response television production, telemarketing and Web work.

Maryland Public Television will be DMW's largest broadcast account.

Along with these two new accounts, DMW also won new business from Highmark BlueCross BlueShield.

The shop, which has had a direct marketing agency relationship with Highmark since 1994, will promote SecurityBlue, a Medicare Plus Choice HMO, in its service area of eastern Pennsylvania.

With headquarters in Wayne, PA, DMW was formed in October 1998 after four agencies merged. Clients include Barnes & Noble Inc., The Chase Manhattan Bank, CSFB Direct and GE Card Services. Nonprofit clients include Friends of Carnegie Hall, Boysville and the MedicAlert Foundation.

Agency billings last year were $101 million.


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