Subject Index
 

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

Aging and strife with logistical challenges, the Basilica Block Party had lost the buzz it once held. “Make the Pilgrimage” served as a rally cry that not only recognized, but embraced the challenges ...

The Child Cancer Foundation knew it was working for a good cause, but it was also operating against a high number of other highly worthwhile charities competing for New Zealanders' money: in 2006 alon ...

Billing itself as "the centerpiece of the historical renaissance of Negro Leagues baseball throughout the nation," the Negro Leagues Baseball Museum (NLBM) opened in Kansas City, Missour ...

ConAgra Foods, the $14 billion packaged-food giant, created its Feeding Children Better program in 1999 in response to the growing problem of childhood hunger in the United States. In conjunction with ...

Seeing Eye Dogs Australia is one of two charities which fund the breeding, training and supply of dogs to guide people who are blind. It has cottage industry roots, no government funding and has to co ...

SickKids is a well-known and respected 130-year-old institution, but it was not remotely top of mind when it came to donations. We had to get it into the 'consideration set' of not-for-profit causes t ...

The annual appeal for the Child Cancer Foundation demonstrates how an agency can help charities in a very competitive environment. Like many other charities, the Child Cancer Foundation, relies heavil ...

What failed to stop David has never stopped the Greater Chicago Food Depository. Despite a diminutive advertising budget of $80,000, and increasing competition for the attention of inundated potential ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

This is the story of a collaboration between a national financial institution looking to focus a portion of its charitable contributions, and a charity needing the resources of a national network to c ...

Toronto’s population is aging and funding for health care is decreasing. One of every four seniors, and one in three children, live in poverty. We are becoming desensitized to these and similar issues ...

There are times when only a dog will do – and the Guide Dog Appeal 2004 was one of those such times. The creative platform “We Need Dogs” came from Saatchi & Saatch based on the following key insights ...

All charities need to be sure that their advertising monies are deployed wisely. This case for the Salvation Army really sets the benchmark for best practice. Between 1998 and 2002, The Salvation Army ...

Charity campaign for the Big Issue, which provides employment and visibility for the homeless. Circulation was declining, especially in the main group of buyers, the 25-34 age group. Research revealed ...

Charity campaign for the National Autistic Society, to raise awareness and funds. Research confirmed that people do not understand how serious autism is, and therefore do not empathise easily with it. ...

Charity campaign for the Multiple Sclerosis Society. Research uncovered a surprising insight: that the main worry for sufferers was fear of day-to-day embarrassment (because of the unpredictability of ...

For its 200 campaign, the United Way faced a troubling problem: Compassion Fatigue. The question was how to deliver a “give more” message, from an organization with an impersonal image, without fuelli ...

The Kidz First Neonatal Intensive Care Unit was inadequate for the standard of care expected for the 200 South Auckland premature babies who need urgent care in the unit each year. The desperate need ...

Small charities like Tommy’s are trapped in a vicious circle of low income – low marketing spend – low income, which is almost impossible to break out of. The large charities command big enough income ...

Campaign to change perceptions of Barnardo's, especially to make the charity relevant to younger people. The new vision is 'to help the most vulnerable children and young people transform their lives ...

2002 campaign for a charity, Easter Seals (which sends disabled children to summer camps). TV and radio donated airtime, plus in-house posters, PR etc. Downward trend reversed and number of new teams ...

The 40 Hour Famine strategy was designed to encourage children to raise funds for the charity World Vision. The scheme had been in decline for several years and this campaign's objective was to arres ...

The objective of the campaign for this charity was to raise awareness of the issue of domestic violence and to encourage generous giving to reduce the problem. The results show the campaign was succe ...

The FULL STOP campaign in 1999 for the NSPCC. The aim was to change the attitude of the public towards child cruelty. This is something most people do not want to think about, and research showed that ...

Campaign in 1999 for COI and Inland Revenue for Millennium Gift Aid (MGA) for more tax-efficient charity giving (announced in March 1998 budget). Needs identified: make the scheme easier to understand ...

Campaign in 1998-9 by Ogilvy & Mather for the Samaritans. Objective: to overcome resistance to calling the Samaritans amongst those most at risk. Sensitive research described to understand the mindset ...

Big Brothers depends on volunteer men to be a father-figure and mentor to fatherless boys aged 7 to 12. But by the end of 1997, there was a crisis in British Columbia. Little Brothers had to wait almo ...

Advertising for Christian Aid during the 1990s. Problems of charity advertising discussed: CA's income was under threat. Objectives: awareness and enthusiasm for the Christian Aid Week collection. TV ...

A short, focused campaign like the Auckland City Mission's Christmas Appeal provides a dramatic illustration of the effectiveness of advertising. Using limited resources, this campaign was able to w ...