Veterans Organizations Are Embracing an Integrated Marketing Strategy

By Chuck Kapelke

Vietnam Veterans of America (VVA) was established in 1978 to support soldiers returning from the Vietnam War whose needs were not being met by Congress and other organizations. The nonprofit delivers a wide range of services to more than 90,000 members, from helping homeless veterans to government advocacy. However, fundraising and marketing are persistent challenges, and the group is tackling the issue on multiple fronts. “VVA is laser-focused on servicing our veteran community, so the marketing and promotion of the organization are not the first priority,” says Quentin Butcher, business director at ANA member VVA. Long reliant on sales of donated items and direct-mail fundraising, VVA has gotten sharper about leveraging data to understand donors and prospects — and deploying digital channels to reach them more effectively.

To read more, CLICK HERE.

Courtesy of The Association of National Advertisers