All brands want consumers to be aware of their products. But sometimes, awareness itself is the product. Such is the case with the Vision Impact Institute.
The Wildlife Society shares its direct mail strategies.
More than half of seniors use the Internet, so the nonprofit is embracing video and social media to engage its digitally active members.
Direct Marketing News talks with Tammy Gordon, AARP's director of social communications.
On a mission: Northwest Center's integrated awareness campaign challenges stereotypes and breaks down the status quo.
Dan Fietsam, chief creative officer of ENERGY BBDO Chicago, on the stamina creatives need to succeed and why culture begets creativity.
It's hard to fault an agency's pro bono charity work, but there's something a bit snide about DDB New York's Twitter initiative for Haitian clean water nonprofit Water is Life.
As part of the Rainforest Alliance's annual "Follow the Frog" week in September, the international nonprofit took to YouTube with a cleverly scripted and delightful video that uses humor to educate viewers on tropical deforestation.
The United Way needed content to serve its constituency, as well as to recruit volunteers and create advocacy. However, it didn't have the resources to produce new content consistently.
Seventeen.com, a Hearst Digital Marketing property, introduced on Aug. 21 a new social commerce initiative with partner mulu.
As universities and community colleges face stiffer competition from each other, as well as new channels like online learning, higher education institutions are embracing digital tools and technologies to target students with more personalized campaigns.
The "Bring Your Own Friends" campaign from IKEA USA gave back to its customers while at the same time raised money for charity. Who can beat that?
The blogosphere and media world are tut-tutting about an anti-obesity ad campaign featuring corpulent kids, who say in a series of videos why being fat's no fun. Thanks to its critics, the Georgia-based campaign captured national attention.
The premise behind BBH New York's "Good Shirts" campaign for UNICEF is simple: Buy a specially designed original T-shirt, and all the money from the purchase goes towards the charity's fundraising efforts to combat the current humanitarian crisis in the Horn of Africa.
"It's not your grandmother's Audubon" anymore. The nonprofit organization enlisted Goodby, Silverstein & Partners to create an engaging social birding contest.
The American Red Cross launched a multichannel year-end campaign to allow consumers to buy regular gifts for loved ones through a gift catalog that places these items side-by-side with gifts and services for those less fortunate.
Direct mail has long been the prime channel for nonprofit organizations looking to raise funds, but as charities move into 2012 and beyond, marketers say marrying these messages with outreach through other media is becoming an essential part of the nonprofit marketing mix.
What's in our mailbox this month: Holiday catalogs
Marketing email vendor Silverpop launched a Facebook "marketing innovations" sweepstakes campaign in which marketers can win prizes while Silverpop makes donations on their behalf to charity: water. The nonprofit organization seeks to bring clean, safe drinking water to developing nations.
The Information Blanket, an LLC founded by London-based creative agency Beattie McGuinness Bungay (BMB), began distributing blankets in May to new mothers in Uganda. Each blanket contains easy-to-understand childcare diagrams and instructions for families without access to healthcare facilities.
The Juvenile Diabetes Research Foundation wanted to increase awareness and donations for its cause during the holiday season. The nonprofit partnered with the London office of Initiative, an Interpublic Group agency for "The World Smiles" global campaign.
In summer 2010, after the passage of healthcare reform, WPS Health Insurance charged SeQuel Response with the launch of supplemental health insurance for retirees too young for Medicare.
Nonprofit Big Brothers Big Sisters of America, in partnership with The Ad Council, launched its "Start Something" campaign in January to coincide with National Mentoring Month.
The Partnership at Drugfree.org and ChaCha, a free real-time answers service, ran a massive mobile public service campaign late last year, reaching more than 2 million users.
An Amnesty International campaign used stark "Fence" artwork to encourage the public to sign an online petition in support of Troy Davis, who has been on death row for 19 years despite possible holes in the evidence that convicted him. Visitors to Amnesty's site can read about Davis' case and other causes.
Mobile Loaves & Fishes (MLF), an Austin, TX-based nonprofit, launched a mobile campaign on April 27 to raise money to fight homelessness. MLF, marketing firm T3 and Reagan Outdoor Advertising collaborated on the "I Am Here" program.
The nonprofit Asthma and Allergy Foundation of America (AAFA) has launched a PSA-centered effort to raise awareness of the two main causes of asthma, airway constriction and inflammation. The campaign, which has financial and editorial support from pharmaceutical giant GlaxoSmithKline, features TV spots, a microsite, e-mail newsletters and social media.
We've known for a while that donors who give through multiple channels give more frequently and make larger gifts, but now we're finding that the presence of an e-mail address makes a positive difference in the giving behavior of offline donors.
With consumers' budgets already stretched thin by the recession, many nonprofit marketers are adding digital elements to their end-of-year fundraising efforts. For instance, United Way recently launched a partnership with Games that Give, a casual gaming site that gives consumers an avenue to donate to charity.
Multiple tactics help marketers tackle e-mail list building in the nonprofit sector. Four nonprofit experts share their top recommendations for growing e-mail databases effectively, while minding permission.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.