Wickersham Hunt Schwantner has been tapped by GiveNation.com to help position the startup to Internet savvy adults who may never have donated to a charitable organization.
Wickersham Hunt, a unit of Arnold Communications in Boston, was tapped following an informal review of about six shops, said Susan Hackley, svp of communications at the client. The final ad budget has not been set, but the marketing mix is expected to include broadcast, print and outdoor.
The client's site launches this month. It will be command central for nonprofit groups looking to generate donations online. It's the brainchild of Steve Grossman, president of Somerville, Mass., printing firm MassEnvelopePlus and former chair of the Democratic National Committee.
Prospective contributors will be able to donate funds online via credit card. The site keeps a flat fee per donation: $2.50 for gifts up to $30 and $5 on larger contributions. Wickersham Hunt's ads will target "the younger generation who are comfortable with the Internet but have never given before," Hackley said.
"Everybody looking for donations is looking to tap into the younger market," said agency
representative Jim Schwantner.
The work may initially roll out in New England, but a nationwide campaign is planned, Hackley said. GiveNation.com is securing venture financing to support growth and operations, but the ad campaign is not dependent on these funds being secured, Hackley added.