Red Cross makes first attempt at national fundraising campaign

Article Abstract:

The American Red Cross has instituted a 12-month pilot program that will acertain whether national direct mail programs are more fruitful than its usual local initiatives, which generated $500 million in 1997, along with other fundraising efforts. Prompted by intense competition for donor dollars, the organization planned to start with a small pilot test, but 350 of its 1,300 chapters, or much more than expected, requested participation. Effectively expanding the test to encompass 150 chapters that were selected based on size and location, the Red Cross rolled out the first phase of the pilot in March 1998, reaching 1.3 million prospective donors whose names were gathered from the lists of similar charitable institutions.

Public affairs, Social Cause Advocacy, Civic and Social Organizations, Civic & Social Organizations NEC

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Levi Strauss mailing targets fashion-conscious girls

Article Abstract:

Levi Strauss & Co. of San Francisco, CA, are receiving thousands of responses from fashion-conscious pre-teens over its latest promotion dubbed Levi's GirlsView. The first GirlsView piece included a survey form wherein recipients were asked how often they shop for jeans, when they last bought jeans, and if they would recommend Levi's to a friend. Levi's used names from its Web site, jean registration cards and toll-free informational number for its second and final mailings targeting 25,000 girls ages 7 through 12. The company will review the results of the latest mailings to determine whether to continue targeting girls through direct mail.

Campaign Launched, Apparel & Related Products, Apparel Manufacturing, Levi Strauss & Co.

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Gateway changes name, boosts its business market with new division

Article Abstract:

Gateway has created a new organization to fortify its presence in the business market. The North Sioux, SD-based Gateway, which formally changed its name from Gateway 2000 as part of a new branding initiative, established Gateway Partners, part of the Gateway Business unit, to furnish existing and prospective re-sellers with marketing, sales and management support. Dedicated to expanding sales of Gateway's custom-built personal computers through resellers, the Irvine, CA-based Gateway Partners consolidates Gateway's own dealer group and the re-seller operations of Advanced Logic Research Inc. (ALR), which Gateway acquired in 1997.

Computers, Electronic Computer Manufacturing, Marketing/Advertising Methods, Parent-to-subsidiary activities, Gateway

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