Reeve Foundation Names Crossbow Group

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The Christopher Reeve Paralysis Foundation appointed Crossbow Group, Westport, CT, as its agency of record after dislodging CMS, an Arlington, VA, firm.


Five other undisclosed agencies competed for the account. The incumbent did not participate in the review. Crossbow will handle branding, positioning, fundraising strategy and execution of direct response campaigns for the Springfield, NJ, nonprofit.


"Our task is to efficiently raise funds in a very challenging economic and geopolitical environment and to lower the cost of acquiring donors," said Jay Bower, president/CEO of Crossbow, whose most recent assignment was from financial software firm Intuit.


The foundation is named for the former "Superman" actor who was paralyzed from a horse riding accident. It funds research on treatments and cures for spinal cord injuries and other central nervous system disorders. Other activities include a grants program, advocacy efforts and a paralysis resource center.


In the years since its founding, the foundation has given $30 million in research grants to leading neuroscientists and another $2.5 million to organizations that help people with disabilities live more independently.


Direct marketing was chosen over general advertising for its cost-effective and measurable nature. Crossbow is charged with increasing size, frequency and reach of fundraising efforts through mail, e-mail and the Internet. It will create a consistent brand identity and a new logo.


"We'll execute upward of 30 campaigns in the next year," Bower said.


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