Fidelity Charity Switches to Link




Givenation.com Looks to Arnold for Initial Marketing Support
BOSTON–Fidelity Charitable Gift Fund last week moved its estimated $3 million account from Hill, Holliday, Connors, Cosmopulos to The Link Agency.
Separately, Arnold Communications, Boston, will work to create a brand identity for startup Give-nation.com, a site that allows people to learn about nonprofit organizations and make charitable contributions on the Internet via credit card.
Based in Boston, Givenation initially hired Wickersham Hunt Schwantner, a direct marketing agency owned by Arnold, to help it craft a brand identity. Following client losses and the departure of its top executives, WSH is being absorbed into Arnold [Adweek, April 24], which will inherit the Givenation assignment, said client official Susan Hackley. The budget has yet to be determined.
The Fidelity Charitable Gift Fund is the third largest charity in the country after the Salvation Army and YMCA. Hill, Holliday, which had worked on projects for the fund, is Fidelity Investments’ agency of record.
“We like how she thinks,” Bonnie Benhayon, the fund’s vice president of marketing, said of Link agency founder Tracy LeRoux. “She could see the potential of the charitable gift fund.”
Competition for charitable giving is increasing as a result of new sites cropping up on the Web. The Fidelity established charitable group–the only company set up by the privately held mutual funds giant not charged with turning a profit–
wants to go beyond it’s “definitional strategy” undertaken by Hill, Holliday and assert its leadership position as it solicits donors and gives money. Most of its advertising is geared to raising money, and Link will work to solicit funds and raise awareness.
Benhayon was referred to Link by a former grad school classmate of LeRoux while conducting an informal review of agencies. The Link Agency was established in Providence, R.I., last year by LeRoux, who relocated to her native state from The Martin Agency in Richmond, Va., in part to set up a new agency in a marketplace she felt was ripe for newcomers.
In addition to Fidelity, Link was tapped to help promote Save the Bay, a nonprofit organization dedicated to Narragansett Bay. The budget is only about $50,000 for media placements, but LeRoux believes it will help her gain recognition in Providence and beyond. K