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Nonprofit group leverages print to inform prospective donors.

The group aims to support children in need.


Children International, a nonprofit organization, is using a combination of television commercials and print materials to reach donors and boost contributions, Direct Marketing News reports.

The initiative starts with a 30-minute DRTV program that tells the story of three poor children that need help and encourages viewers to call the company's 1-800 number or visit their website for more info. Those who respond can learn more about Children International's cause through a print package that includes informational brochures and other materials.

"It's an extension of an existing campaign, but it needed a refresh," Ian French, president of Children International's advertising company Northern Lights Direct, told the source. "It's a very pure direct response program - it's measured, and media is invested based on performance."

According to The Blackbaud Index of Online Giving, brochure printing and other paper products encourage donors to give more money. The average gift from donors spurred by print is nearly $70 more than those who donated online, the Pittsburgh Post-Gazette reports.



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