Rescue Missions in Philadelphia and Holland, MI, tapped The Grizzard Agency, Los Angeles, to handle direct marketing programs, taking away that role from Russ Reid, Pasadena, CA.
As agency of record, Grizzard is responsible for public awareness, donor acquisition, donor upgrade to higher giving levels, donor cultivation and retention. Grizzard now handles DM for 63 Rescue Missions nationwide.
“The client had been a well-known charity in the country and really declined in the past 10 years,” said Tim Campbell, vice president of Grizzard in charge of the Rescue Missions business. “They have a declining donor file, and there is a decrease in the amount of the average gift.”
The two Rescue Missions also need to improve attention to major donors and bolster name recognition in their markets, he said.
Grizzard will offer services like strategic planning, direct mail, ZIP code saturation, co-op, newspaper and radio ads, Web site and online banner ads.
The agency is partnering with Strategic One, a database analytics firm in Kansas City, KS, to dig into the missions' donor files and identify trends as well as strengths, weaknesses and opportunities.
Grizzard breaks the missions' campaigns next month.
“The primary call to action is to provide the immediate physical needs of the homeless population in terms of food, shelter and counseling,” Campbell said. “They also run long-term recovery programs designed to break the cycle of poverty and homelessness.”
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters