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Stephen Thomas gains three accounts

ALS Canada has retained Stephen Thomas of Toronto to handle its fundraising communications. The agency is now working on a direct marketing program intended to convert Canadian participants in last year's "Ice Bucket Challenge" social media initiative into repeat donors.

"ALS Canada realized they needed a program focused on integration in order to grow their revenue and capitalize on the windfall of supporters they've received since the phenomenon of the Ice Bucket Challenge took place last year," said Donna Richardson, director of fundraising solutions at the agency.

In related news, Amnesty International Canada has hired Stephen Thomas to develop an online catalog of "symbolic gifts." The website will allow visitors to make a donation by browsing and purchasing from a list of such gifts, each of which will relate to a service or activity of the organization. The launch of the site will be supported with a promotional campaign.

"The challenge creatively is that human rights are an intangible," said Bryan Tenenhouse, chief creative officer at Stephen Thomas. "The tools used to address human rights issues are not tangible. There's no stethoscope or mosquito net to buy as you might for a hospital or an international development organization. We're being creative and innovative with our approach to this catalog and its products and we're excited to see how the public engages with it when it launches."

Also, the YMCA of Greater Toronto recently hired Stephen Thomas to handle a direct mail project intended to promote the organization as a charity and to raise funds for its national Healthy Kids Day initiative.

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