Urban Pathways, a nonprofit that helps New York's homeless adults, hired True North Inc. for a multichannel fundraising campaign.
The New York direct and interactive agency is tasked not only to build awareness of the city's homeless, but also generate donations from New Yorkers of all strata.
True North will use viral and guerrilla marketing as well as part of the marketing outreach that starts in the first quarter.
Urban Pathways (www.urbanpathways.org) in the past 25 years has helped New York's homeless men and women with services and shelter through drop-in centers, street outreach, vocational rehabilitation and permanent housing. It has offered help to 100,000 adults.
True North clients include Citigroup, Discover magazine, Pitney Bowes, Hachette Filipacchi and Goldman, Sachs & Co.
