A New Marketing Commentator

Kudos to JWT for re-launching itself just a couple of days ago as a “billion-dollar startup” – it won’t happen overnight, but you can count on a powerful and positive ripple effect throughout the advertising industry.

This was no cheesy publicity stunt, after all. This was the largest advertising agency in the United States proudly – and loudly – formalizing its belief that “time is the new currency of savvy consumers who know what they want and refuse to waste their time on choices that don’t meet their needs.”

This was a watershed moment not just for JWT, but for anyone else who makes a living in advertising, direct marketing, public relations, fundraising and, yes, even in the blogosphere.

What this legendary, 140-year-old agency is acknowledging – and responding to – is a sea change in consumer behavior of which all of us marketing communications types need heed.

“We are now living in a world where the consumer is savvy, time-conscious, easily distracted and in control,” said Bob Jeffrey, Chief Executive of JWT Worldwide. “Today’s consumer is totally at odds with dumbed-down, formulaic, repetitive, voluminous messaging. Our greatest value to clients is our ability to recognize a changing world in which the customer is king, the currency is time and the rewards are measured in the length and strength of relationships. This understanding defines our role, purpose and belief.”

According to a press release, all of JWT’s 8,500-plus employees are signing a Creative Partnership Contract that reiterates the need to “stop interrupting what people are interested in and be what people are interested in.”

This is awesome. This is what Seth Godin has been telling us for years, that the traditional interruption marketing model is gradually giving way to permission marketing, meaning that after marketers have gained the attention and trust of consumers, they have to do everything they can to build mutually-beneficial relationships with them.

You’ve got to love it.

What you’ve got to love even more about JWT’s re-launch, however, is the agency’s plans to auction the office’s time on e-Bay to create a communications campaign for a charity. Barry Krause, President of JWT Chicago, said details of the auction will be announced to corporations, foundations and charity executives over the next week.

“We anticipate that the winning bidder will be a company or individual who can afford the kind of communications campaign that most non-profits cannot,” Krause said. “The winning bidder will designate the 501 ( c ) 3 organization that will benefit. We’re looking forward to giving our time to a worthy organization.”

Finally, when all is said and done, I can’t help but see JWT launching its own blog. Think about it…

In practicing what it’s preaching, a blog may just be the best way for the agency to deepen its relationships with its own constituencies.

A blog would allow JWT to break through the corporate-speak and put on a fresh, trustworthy face.

A blog would make it possible for JWT to establish an open, ongoing dialogue with clients, prospects and influential people without having to lollygag through any of the old-school rites of conventional business courtship.

Given the agency’s new point of view, a blog would probably work wonders for JWT. Wouldn’t you agree?

Bob Cargill Advertising, Blogging

If you don’t wear one yourself, chances are someone you know wears one of the Lance Armstrong Foundation’s yellow LIVESTRONG wristbands – after all, 33 million of them have already been distributed by this nonprofit organization dedicated to cancer prevention and survivorship.

But yellow isn’t the only color people – on behalf of their favorite charities – are wearing on their wrists these days.

Indeed, the phenomenal, overwhelming success the Lance Armstrong Foundation has had with yellow wristbands has caused nonprofits everywhere to sit up, take notice and adopt the very same idea, launching fundraising campaigns of their own around colored silicone rubber wristbands that symbolize their respective causes.

For instance, fans of the Boston Celtics can now demonstrate their support of their favorite basketball team by wearing a green, “I am a Celtic” wristband. These new Celtics wristbands cost $2 each, and all proceeds go to the Boston Celtics Shamrock Foundation, which supports nonprofit organizations providing healthcare, shelter and vital services for New England children.

This year, the Shamrock Foundation’s community partners are Children’s Hospital Boston, Horizons for Homeless Children and the Massachusetts Society for the Prevention of Cruelty to Children.

And just last week, another example of the popularity of these newfangled wristbands hit even closer to home. My eight-year-old son, Scott, handed me a letter from his principal, Annette Doyle, that said his school, the Peter Noyes Elementary School, was partnering with several others in Sudbury, MA – the Nixon, Haynes and Loring schools – to raise funds to help rebuild another school in the Aceh province of Indonesia, one of the places impacted by the recent tsunami disaster.

“Our goal is to raise funds to benefit Save the Children, an organization that has been working in Indonesia for 30 years,” wrote Principal Doyle. “Save the Children has also agreed to help us establish contact with a ‘sister school,’ so that ongoing connections between our students and the Indonesian school can be realized. We view this as a multiyear commitment and a powerful opportunity for our students to contribute something meaningful to children in need, as well as learn about the culture and heritage of the people of this region.”

“The kickoff fundraiser is a silicone bracelet drive,” continued the principal. “These are similar to the popular Live Strong bracelets. Our bracelet says ‘Kids Helping Kids’ and is a beautiful royal blue, our school color. Other elementary schools have chosen different colors with the same slogan. The bracelets sell for $3 apiece; however, we encourage you to consider donating more if possible.”

The Celtics and these four Sudbury elementary schools deserve kudos not just for their magnanimity and benevolence, but also for how intelligently they’ve gone about the business of fundraising. They realized the success of the Lance Armstrong Foundation’s yellow wristband campaign paved the way for other nonprofits to follow suit, offering colored, private label wristbands to their own constituencies in exchange for charitable donations. They saw it as a win-win proposition:

• Donors get something cool to wear, what’s become a fashion statement among young and old alike.
• And, if all goes as planned, fundraisers get more individual contributors (because the demand for such wristbands is so strong), a higher average gift (because people are willing to give more when they’re getting something extra in return) and a glut of free publicity and promotion (because these wristbands attract so much attention and build such big buzz).

So if you’re a nonprofit organization of any size, shape or form, and you haven’t yet experimented with wristbands as a premium, this is the time. Yes, they’re that hot. In fact, they’re so hot that if you wait much longer, there’s a good chance the market will have become oversaturated with them, and your opportunity to take advantage of them will have come and gone – which is why you should test wristbands now.

Bob Cargill Direct Marketing, Fundraising

In the January/February 2005 issue of FundRaising Success magazine, Tim Burgess’ column (”Because It Matters”) explores “The Fundraising Landscape, Circa 2005,” pointing out that “the smartest fundraisers are paying attention to what promises to be next in breakthrough fundraising trends, strategies and tactics that will revolutionize the way funds are raised in the years ahead.”

“So get on board if you want to ride the coming surge of fundraising effectiveness,” writes Burgess, co-founder of the Domain Group, providing readers with a handful of great recommendations, including but not limited to the following:

Diversify Your Channels (“Acquiring new donors is like managing your stock portfolio: Diversification is crucial to minimizing risk and maximizing return on investment.”)

Bond With New Donors (“The biggest mistake nonprofits make is failing to pay close attention to new donors who have just given their first gift.”)

Grant Donors Choice and Control (“Strategically, the most successful nonprofits will grant donors choice and control. They will allow them to set their own communication preferences and choose to opt in or opt out of direct mail, telemarketing, e-mail or other contact programs.”)

Offer a ‘Money-Back’ Guarantee (“More discerning donors would flock to charities that demonstrate this kind of unwavering confidence in their mission.”)

Personally, I like all of Burgess’ recommendations (to read the column in its entirety, click here), but my favorite is his idea of a money-back guarantee. Practically any nonprofit organization could guarantee the satisfaction of its donors and, chances are, no one would take unfair advantage of such an offer. After all, most donors give for altruistic reasons – because they are kind and compassionate and genuinely charitable – and derive a great deal of pleasure just knowing they are helping others. Commercial direct marketers have proven time and again that a guarantee increases response. Why should it be any different on the nonprofit side?

http://www.fundraisingsuccessmag.com/

Bob Cargill Direct Marketing, Fundraising

Ten weeks from today, I’ll be running the Boston Marathon for the seventh time in my life, the fourth time for charity. This year, I’ll be running it for Children’s Hospital Boston.

Children’s Hospital Boston is a 325-bed comprehensive center for pediatric health care. As the largest pediatric medical center in the United States, Children’s offers a complete range of health care services for children from 15 weeks gestation through 21 years of age (and older in special cases).

Children’s records approximately 18,000 inpatient admissions each year, and its more than 150 outpatient programs and emergency services care for more than 300,000 patients annually. The hospital also performs 120,000 radiological examinations every year.

For the 15th year in a row, Children’s Hospital Boston was recently rated one of the nation’s top hospitals specializing in pediatric care, according to a survey by U.S. News & World Report.

I’m lucky enough to be able to run the Boston Marathon. I’m even more fortunate to be running it for such an outstanding organization as Children’s Hospital Boston.

Indeed, as I just wrote in my fundraising appeal for the hospital, “as much as I’m excited to be among the marathon field of 20,000 athletes, it’s much more important that I’ll be running as one of the few, proud members of the Children’s Hospital Kids at Heart Marathon Team, raising funds for one of the best pediatric hospitals in the country, located right here in Boston.”

“Please help me help Children’s Hospital Boston make dreams come true for more boys and girls,” I added. “Please sponsor my Boston Marathon run with a gift of $25, $15, $50 or more to Children’s Hospital Boston. I’ll be so grateful for your support. And so will the hospital.”

In my appeal, I also told the story of a courageous, young child named Hailey (my patient partner):

“Your generosity will help Children’s Hospital Boston help children like Hailey, a cute, little girl living with osteogenesis imperfecta (OI), a rare genetic disorder – characterized by bones that break easily, often from little or no apparent cause – for which there is not yet a cure.”

“Imagine, Hailey is only six, but she’s already suffered 47 broken bones and undergone a number of serious surgeries,” I explained. “Thanks to Children’s Hospital Boston, however, Hailey’s OI is under control, and she’s making the most of her young life.”

In addition to my letter, I included a reply form and pre-addressed, postage-paid envelope as well as a snapshot of Hailey with the following caption (in her own handwriting):

“Please help Bob raise funds for Children’s Hospital Boston! Thank you!”

Sarah Harrison, Yellowfin Direct Marketing’s Senior Art Director, lent her considerable talents to this cause, adding a colorful, compelling look-and-feel to my direct mail package that it would not have had otherwise.

In addition to mail, I’m planning to send the same message by email to many of my industry colleagues, people who are accustomed to hearing from me online and would be predisposed to making a charitable contribution that way. Featuring this four-part series in my blog, A Fine Kettle of Fish, is another method of engendering interest in – if not contributions to – my campaign.

Having just launched this campaign, I’m hoping any donations I’ve received so far are just the first surge in a groundswell of support. When all is said and done, I hope to have reached about 150 people with my appeal, so if past response rates are any indication, I should be able to raise about $3,000 for Children’s Hospital Boston.

This is why nonprofit organizations are more than delighted to be included in such personal, pledge-based fundraising initiatives. After all, acquiring new donors is ordinarily no easy task – they’d be doing a good job if just two or three out of 100 prospects responded favorably. Yet here we’re talking about up to 25 times that many who will likely agree to lend their financial assistance. Why such a high response rate for such a relatively simple fundraising endeavor? I can think of at least three reasons:

1. It’s carried out on a low budget, so the perceived need is greater. There’s nothing slick or complicated about such shoestring appeals. Mine follow a homespun, reality-based formula, which almost always strikes a chord with a genuinely altruistic audience.
2. It’s associated with a significant, special event, so it commands immediate attention. Tell people you’re running the Boston Marathon and suddenly they’re all ears. If they’re not running it themselves, it’s a vicarious pleasure for them to support someone else who’s going the distance.
3. It’s mailed to extremely warm prospects, so support is relatively easy to rally. My audience is comprised of people who already know and – hopefully – trust me, so the credibility factor is high. They know what I’m putting myself through to help the less fortunate among us. They can’t help but want to lend their financial assistance to such a good cause.

None of this would be possible, of course, if it weren’t for the Boston Athletic Association’s Boston Marathon Charity Program. Without it, I probably would never have been able to run Boston officially – never mind the fact that no one really wants to, or even should, run it as a “bandit” – nor have the opportunity to get so close to such extraordinary nonprofit organizations as the Dana-Farber Cancer Institute, The Home for Little Wanderers and Children’s Hospital Boston.

Yes, thanks to the Boston Athletic Association, and to the generosity of many kind donors, this is one personal fundraising initiative that I couldn’t be happier to have undertaken four times – and counting – in my life so far.

Note: Written by Yellowfin Direct Marketing’s Bob Cargill, this is part four of a four-part series on running the Boston Marathon for charity. Parts one, two and three appeared on January 18, January 24 and January 31, 2005, respectively, in A Fine Kettle of Fish. To sponsor Bob’s marathon run on April 18, 2005, for Children’s Hospital Boston, please click here first, then click on the Sponsor a Runner button. Charitable gifts of any amount – even just a dollar – are greatly appreciated.

Bob Cargill Direct Marketing, Fundraising

After running for the Dana-Farber Marathon Challenge team in 1996, it wasn’t until 2002 that I legged out the 26 miles and 385 yards between Hopkinton and Boston again for charity, only this time it was for a different charitable organization, The Home for Little Wanderers.

Founded in 1799, The Home is a nationally renowned, private, non-profit child and family service agency providing services to more than 10,000 children and families each year.

Compared to some of the larger nonprofits taking part in the Boston Marathon Charity Program (such as the Dana-Farber Cancer Institute), The Home Team was a relatively small team – but our individual fundraising goals were comparable. In exchange for the opportunity to run Boston officially, we were required to raise a minimum of $2,500 each, a significant amount more than I had managed to bring in six years ago.

At the time, I didn’t know which was going to be a bigger challenge, running the marathon or raising the money, but I was certainly up for both.

Not that there weren’t obstacles to overcome. My fundraising campaign was launched just several months after September 11, 2001, one of the most trying times in our nation’s history. Not only were potential donors understandably preoccupied with the uneasy state of the world, but Americans were also faced with an uncertain economy and the threat of anthrax in the mail.

I couldn’t help but use patriotism as a theme.

“Let’s face it, September 11 has left many of us asking what we can do to help others,” I wrote. “I know I’m not talking about Ground Zero, but I do believe that taking care of others – anybody who needs us, anywhere – is an expression of patriotism. If you ask me, helping to create a brighter future for our children – every boy and girl – is helping to strengthen our national character.”

I also tried to make this appeal as personal as possible, using live, first class American Flag stamps. Each name and address was handwritten, the letters all personalized and my name was highlighted in green (one of The Home’s “corporate” colors) on the outside of the envelope. Finally, all donors had the option of signing up to receive periodic “marathon training updates” in which I kept people apprised of my progress by email.

This year, I mailed 141 letters and received 71 replies – just over a 50% response rate. I raised a grand total of $2,927, with an average gift of $41.22. This campaign also received two awards, a second and a third, from the New England Direct Marketing Association.

And, oh, I can’t forget about my time. I finished the marathon in 2002 in 4:06:34, just over three minutes slower than the 4:03:33 I ran in 1996, and almost six minutes faster than the 4:12:32 I notched the next year. That’s right, one experience with The Home Team was not enough. As Yogi Berra would have said, it was déjà vu all over again in 2003.

The third time I had run the Boston Marathon for charity, my fundraising strategy this time around was to appeal to my audience’s emotions by involving my two young sons, Scott and Ben (who were six and three, respectively, at the time), in the campaign. Children raising funds for children made sense to me.

On an otherwise plain, unadorned envelope, I used the words, “Photo Enclosed,” to draw prospects inside, where they found a small color photograph of me with my two boys in my arms – I was in my running garb, all sweaty and disheveled, having stopped along Heartbreak Hill during the previous year’s marathon. As a caption, in Scott’s handwriting, was this call to action: “Please help our dad help kids who aren’t as lucky as us!”

Sustaining this theme, the accompanying letter suggested that, “For many of us, childhood was a fairy tale, and our grown-up years are following suit. But for some kids out there, life isn’t all good.”

It was for these kids – the unlucky ones – that I was running the Boston Marathon.

All of us on this year’s Home Team were also set up with our own personalized online giving page, where we were able to accept secure donations on behalf of The Home for Little Wanderers.

I couldn’t have been happier with my audience’s reaction. Out of 134 people who received this direct mail appeal, 68 responded favorably with a charitable contribution – resulting in almost the same response rate (just north of 50%) as the previous year’s campaign. The mail alone was responsible for bringing in $3,153, but I also used a poster and several different emails to enhance my fundraising efforts, which added $335 to the coffers. When all was said and done, my 2003 Boston Marathon campaign raised $3,488 for The Home, with an average gift of $45.89. And to top it all off, the New England Direct Marketing Association honored this campaign with two first place awards.

Note: Written by Yellowfin Direct Marketing’s Bob Cargill, this is part three of a four-part series on running the Boston Marathon for charity. Part four will include a case study of Bob’s own personal fundraising campaign on behalf of Children’s Hospital Boston. The entire series will be featured here in A Fine Kettle of Fish. To sponsor Bob’s marathon run on April 18, 2005, for Children’s Hospital Boston, please click here first, then click on the Sponsor a Runner button. Charitable gifts of any amount – even just a dollar – are greatly appreciated.

Bob Cargill Direct Marketing, Fundraising

I may have clocked my best time ever for this race the first time I ran it – as a “bandit” – in 1981 (3:34:24), but the best experiences I have had in Boston have been when I have run the marathon for charity.

Indeed, for those who are running it for a charitable organization, this historic marathon is not just an enormous challenge, it’s also an opportunity to make a difference in other people’s lives, a good way to feel like a champion come race day even though you may be pulling up the rear.

The Boston Athletic Association’s Boston Marathon Charity Program is the quintessential pledge-based fundraising event for the average runner who otherwise might never have the chance to officially take part in such an elite competition.

It’s a classic win-win-win situation in which the athlete, donor and charity – fervently bound together on behalf of one common cause – all stand to gain.

For instance, the Dana-Farber Marathon Challenge team, one of the first nonprofit organizations to take part in this program, hopes to raise more than $3 million this year to support the Claudia Adams Barr Program in Innovative Basic Cancer Research at Dana-Farber Cancer Institute.

As a member of this team in 1996, I ran the marathon in memory of my cousin, Douglas Ewing, who had recently succumbed to melanoma after a long, hard five-year battle with the disease.

Using the team’s official Dana-Farber stationery, I mailed an emotional appeal for funds to 100 of my closest friends, relatives and colleagues, asking them to “participate in this team effort to beat cancer” by sponsoring my run.

“With your financial support, every stride I take will hopefully bring the Dana-Farber Cancer Institute closer to a cure for cancer,” I wrote.

“My cousin, Doug, lost his battle to cancer at age 41. But together, we can help save others from such a sad fate by joining the Dana-Farber Marathon Challenge.”

Along with this letter, I also enclosed a copy of a moving tribute to my cousin that had been published in his hometown newspaper, the Vineyard Gazette – assuming the more my audience knew about Doug, the more inclined they would be to support my fundraising efforts. Including this article put a brave, inspirational face on such a devastating, dread disease.

The response from those on the receiving end of this appeal was quick, positive and, to say the least, encouraging. Of the 100 people who received it, 47 were kind enough to lend their financial assistance. My personal fundraising campaign brought in an average gift of $33.95 and raised a total of $1,596 for the Dana-Farber Cancer Institute, thanks to the generosity of all the people I knew, not to mention all the people I didn’t know at the Boston Athletic Association (those who made this charity program possible in the first place).

Note: Written by Yellowfin Direct Marketing’s Bob Cargill, this is part two of a four-part series on running the Boston Marathon for charity. Parts three and four will include case studies of Bob’s own personal fundraising campaigns on behalf of The Home for Little Wanderers and Children’s Hospital Boston. The entire series will be featured here in A Fine Kettle of Fish. To sponsor Bob’s marathon run this year (April 18, 2005) on behalf of Children’s Hospital Boston, please click here first, then click on the Sponsor a Runner button. Charitable gifts of any amount – even just a dollar – are greatly appreciated.

Bob Cargill Direct Marketing, Fundraising

Everyone has heard of the Boston Marathon. It’s the mother of all road races, the most celebrated of them all. Held each year on Patriot’s Day, a holiday recognized only in Massachusetts and Maine, its legendary course stretches a long, laborious 26 miles and 385 yards, country point to city point, from the sleepy, little town of Hopkinton, Massachusetts, to the heart of the state’s capital.

I get tired just thinking about it.

But seriously, for a runner like me, any agony experienced along the way is worth the ecstasy at the end. It doesn’t get any better than crossing the finish line of what is arguably the most prestigious road race in the world.

Meeting the eligibility requirements to run the Boston Marathon isn’t easy, though. For me, it would be next to impossible. Official entrants must have run a fast, qualifying time in another marathon within the last year or so. At my age, 46, that time would be three hours and 30 minutes. Yikes! I’m an avid runner, participating in about 20 races a year, but I’m not that fleet of foot.

Sure, you can run Boston as a “bandit,” starting the race at the back of the pack and going the distance without an official number. You might not get a medal at the finish, but you’ll still get plenty of cheers and high fives from a giddy throng of spectators along the route. Of the six Boston’s on my resume so far, I’ve exercised this option for half of them.

There’s another way to take part in the Boston Marathon, however, one that adds a greater level of significance to what is already a very personal and physically-demanding challenge. The Boston Athletic Association, the non-profit organization that hosts this fabled event, waives the qualifying standards to about 1,100 participants who agree to raise money for a local charity. Since this program was formalized in 1994, Boston Marathon participants have raised nearly $50 million for dozens of worthwhile causes.

Fortunately, I’ve had the opportunity to participate in this wonderfully unique program three times already, once for the Dana-Farber Cancer Institute (in 1996), and twice for The Home for Little Wanderers (in 2002 and 2003). This spring, I’ll be running the Boston Marathon for another well-known charitable organization, Children’s Hospital Boston.

Note: Written by Yellowfin Direct Marketing’s Bob Cargill, this is part one of a four-part series on running the Boston Marathon for charity. Parts two, three and four will include case studies of Bob’s own personal fundraising campaigns on behalf of the Dana-Farber Cancer Institute, The Home for Little Wanderers and Children’s Hospital Boston. The entire series will be featured here in A Fine Kettle of Fish over the course of the next few weeks. To sponsor Bob’s marathon run this year (April 18, 2005) on behalf of Children’s Hospital Boston, please click here first, then click on the Sponsor a Runner button.

Bob Cargill Direct Marketing, Fundraising

In today’s Boston Herald, the Inside Track reports that Terry Francona, manager of the World Champion Boston Red Sox, has signed on as a spokesman for Metamucil. According to the article, written by Track gals Gayle Fee and Laura Raposa, the Sox skipper has “been downing the fiber laxative daily for a decade.”

H-m-m-m, maybe that explains why Procter & Gamble ran such a prominent Sox “congratulatory” ad for its popular fiber supplement so soon after the conclusion of the latest – and perhaps most remarkable – postseason chapter in Major League Baseball history. The company was behind Terry every step of the way.

If you recall, following the Sox’s World Series victory, I wrote an article here – in A Fine Kettle of Fish – in which I ranked all the “congratulatory” ads that were put to paper on behalf of the Boston baseball club. There were some amazingly creative ads from Gillette (“Faith over Doubt, Guts over Ghosts, Destiny over Dynasty, Sox over Cards”), Sylvania (“Here’s to all the fans who kept a light on for the Red Sox. And to our team’s shining victory!”), ESPN (“Hello God. I’m a Red Sox fan. Nice to finally meet you.”) and others.

But guess which among them I ranked number one? You got that right. P&G’s creative team swung for the fence and hit a monstrous home run with its ad for Metamucil, (“Way to go! Congratulations Boston on your World Championship. Let’s hope it becomes a regular thing!”).

Of course, now that the Red Sox have won their first World Series in 86 years, let’s hope Terry doesn’t get too lax.

Bob Cargill Advertising

Americans have risen to the occasion and already given millions of dollars to support tsunami relief efforts, but according to the Association of Fundraising Professionals (AFP), “it is quite probable that charities working on issues unrelated to tsunami relief will see a decrease in their fundraising in the short-term.”

Consistent with charitable giving patterns following 9/11 and other major tragedies, “most charities will not see any long-term impact” as a result of the tsunami disaster, AFP recently told its members.

“AFP believes that people recognize that the tsunami relief effort represents a special gift, over and above what individuals and organizations would normally give,” reported the association. “Your local women’s shelter; universities offering bursaries and scholarships; AIDS prevention programs at home and abroad; ongoing hurricane recovery in the Caribbean; food banks; and the many other important organizations in our communities will continue to count on the generosity of the public.”

AFP’s position is that “the response to tsunami fundraising relief efforts seems to support the idea that donors understand that this is a special or extra gift. Again, in the short term, it is likely that organizations not involved in the tsunami relief will see a small dip in their giving, but we expect this to balance out over the coming months.”

For information on how giving has rebounded following major national and international events, AFP invites members to go to a special 9/11 section on its Web site, which you will find here.

The Association of Fundraising Professionals represents 26,000 members (including Yellowfin Direct Marketing) in 172 chapters throughout the United States, Canada, Mexico and China working to advance philanthropy through advocacy, research, education and certification programs.

Bob Cargill Fundraising