Juggling and the Fine Art of Fundraising

That's why the multichannel effort was so important, says Rod Brooks, Stop Hunger Now's CEO. "[Our supporters] are getting the information in a variety of ways, so we certainly wanted to get our message out, communicate what our needs are in a variety of ways," he says. "The videos, the e-mail blast, updates to our website, everything provided a quick way for us to respond and keep people aware and informed of what we're trying to do."

Having disaster relief as part of its mission, Stop Hunger Now will certainly embark on a campaign of this kind in the future. It hopes to incorporate mobile and further enhance its communications online, and Stop Hunger Now will continue to raise funds and communicate with its constituents through a variety of channels. ●

Salvation Army Red Kettle Drive

There probably isn't a more well-known annual fundraising campaign than the Salvation Army's Red Kettle Drive, and for good reason. The campaign, which raises money and in-kind gifts for the needy in communities across the United States, first kicked off in 1891 in San Francisco, and it's continued to grow for the past 120 years.

With a campaign this ingrained in the American consciousness, the Salvation Army doesn't have to try too hard to raise awareness, admits National Spokesperson Maj. George Hood: "It's become somewhat iconic in that the American public anticipates the return of the red kettles and the bell-ringers on the streets outside of retail stores and supermarkets all across America. It's not something we have to work real hard to create an awareness of. It's expected, it's there and it has a long history of success."

So the Salvation Army doesn't have to work hard, but that doesn't mean it rests on its brand laurels. Actually, each year the Salvation Army looks for new and innovative ways to reach donors and volunteers to help grow the Red Kettle campaign, which explains why the annual fundraiser has survived and thrived now into its second century.