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Video: Peggy Hatch Starts Target Marketing’s ALS Ice Bucket Challenge

August 21, 2014 By Heather Fletcher
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I can imagine my mother asking, "Are they really your friends if they dump a bucket of ice water on your head?" Possibly not. But if they get you to do it yourself in the name of charity, they just may be true friends.

On Tuesday afternoon, Target Marketing Publisher Drew James removed his spectacles and donned a T-shirt and shorts in preparation for having a freshly prepared, ice-filled and sloshing bucket of freezing water poured over his head for the benefit of the ALS Association. If that sounds familiar, it's because the association reports in a news release, titled "Ice Bucket Challenge Still Going Strong," that as of Wednesday, many existing and 637,527 new donors had given $31.5 million to the charity between July 29 and Aug. 20—compared with $1.9 in donations during the same period in 2013.

The #IceBucketChallenge—as it's known on Facebook, Twitter and many other social media networks—is sweeping the nation in a way that's causing even celebrities to come up with unique methods of implementing the challenge. From June 1 to Aug. 17, more than 28 million Facebook users participated in the conversation about the challenge, 2.4 million videos were posted and nearly every country in the world is participating.

The contraption Bill Gates built to douse himself, for instance, pales in comparison with the inventiveness of the two willing to be sloshed with Zamboni water and ice.

However, James and the NAPCOites did do something a bit different.

Lining up with a dozen colleagues behind the magazine's headquarters in Philadelphia, a still-dry James accepted the challenge from sister magazine at North American Publishing Co., FundRaising Success.

"Caroline [Farley, FS associate publisher], I accept your challenge on behalf of Target Marketing, and nominate Craig Handley and the team at ListenUpEspanol," James says into the camera.

Handley, who accepted the challenge, has 24 hours to complete the challenge or donate to the ALS Association, which NAPCO is already doing.

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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