Veterans Airlift Command: Attention Sign

Fund Raising Strategies

ENTRY INFORMATION

Category: Not-For-Profit
Country where program ran: USA
Date program started/ended: 15th July 2008

Product Description: The wounds of war are usually not just skin deep. With a network of volunteer pilots and aircraft owners, this non-profit provides free air transportation to wounded warriors, veterans and their families for medical and other compassionate purposes.

Advertiser/Client Name: Veterans Airlift Command
Media Channels: Direct Mail

STRATEGY

Marketplace Challenge:

This was a Pro Bono mailing done for a small non profit organization with a hard-to-comprehend name. Operated on a shoestring with volunteer pilots, the group desperately needed support, but would never even have considered direct mail without having this pro bono opportunity. But there were still other challenges. Since the beginning of the war in Iraq and Afghanistan hundreds of veteran aid groups have popped up, most of them named Operation-this-or-that. Competition for donor attention and dollars is fierce and with a name like Veterans Airlift Command, we felt recipients would have to think too hard to figure out what the organization was about. We were pretty sure if we mailed a standard package from the organization and it's founder, the letter would go unread.