This Creative Shop Broke New Ground in Cause Marketing

True North Counts Doctors Without Borders, Make-A-Wish as clients

Tom Goosmann, CCO and co-founder; Steve Fuchs, CEO and co-founder of True North
Photo: Sasha Maslov

Founded in 1994, creative agency True North has become an expert in bringing nonprofits into the digital era—and helping increase donations as a result.

The agency helped longtime client ASPCA transform its marketing from offline to digital, making online the nonprofit’s No. 1 fundraising channel. Its “One Moment” campaign for Make-A-Wish America, which showed the positive impact of granting children’s wishes, increased the nonprofit’s donations by 67 percent and overall revenue by 90 percent in 2016.

Other nonprofit clients—which make up 50 percent of True North’s billings—include Doctors Without Borders, Amnesty International and No Kid Hungry.

“In terms of the creative process, it comes down to finding emotional triggers that will compel people to educate themselves and accumulate interest that will lead to participation, donations or sharing information,” said CCO and co-founder Tom Goosmann. Added CEO and co-founder Steve Fuchs, “It’s very gratifying and an uplifting piece of our DNA that we can use our skill set for stuff like this.”

Specs
Who Tom Goosmann, CCO and co-founder; Steve Fuchs, CEO and co-founder
What Creative agency
Where New York and San Francisco

This story first appeared in the March 13, 2017, issue of Adweek magazine. Click here to subscribe.