Integrated Direct Response TV and Web Appeals Urge Support for Newest Generation of Military Veterans and Families

BALTIMORE (Business Wire EON/PRWEB ) October 1, 2007 -- Barton Cotton, the Baltimore-based marketing agency that specializes in the nonprofit sector, is launching a nationwide direct response television (DRTV) ad campaign on behalf of the Veterans of Foreign Wars (VFW). The integrated Web 2.0 outreach strategy combines the reach of television and the power of the Internet to engage viewers across many generations. VFW is the only veteran’s service organization using television as a means of gathering support and donations.

We're proud to honor the commitment of so many veterans who served our country

“Imagine” is a stirring appeal that challenges viewers to imagine a world without the VFW – where men and women who have heroically served our country would not have the medical assistance, rehabilitative services, educational programs and housing assistance that VFW provides every day and has provided for almost 100 years. With a moving gospel rendition of “Amazing Grace” playing in the background, the ad urges viewers to support America's troops and veterans by supporting the VFW.

“DRTV as an added channel of communication will broaden the reach of VFW’s message, increase their brand awareness and provide acquisitions of new donors at this critical time,” said Mark Blankenship, chief executive of Barton Cotton.

“We’re proud to honor the commitment of so many veterans who served our country,” said Jerry Newberry, director of communications and public affairs at VFW. “At this critical time in our country’s history, we are counting on Americans to help us meet the growing demand for our services.”

The 120- and 60- second spots premiere on cable television’s most popular networks and on You Tube on Monday, October 1. The media buy includes the Discovery Channel, the Game Show Network, History International, Life-Movie, MSNBC, Biography, Discovery Health, Fine Living and TV Land.

The ads, which will be backed by 24/7 call center support, contain unique URLs and toll-free numbers for accurate measurement by station, flight and creative effort. The result will be a cost-effective lead generation program for new donors and members, and will pinpoint the communication channels and messages having the greatest reach.

About Barton Cotton

After almost 80 years in business, Barton Cotton is one of the nation’s leading marketing firms serving some of the world’s best known nonprofit organizations. With full-service capabilities including strategy, analytics of donor insight, creative, affinity marketing, DRTV, Internet marketing and public relations the company has helped more than 150 nonprofit groups meet and exceed their fundraising objectives. Barton Cotton achieves client goals by utilizing its proprietary Donor Momentum™, a calculation that studies donor behavior and past fundraising performance to accurately forecast future patterns and revenues. Barton Cotton employs more than 225 people and is headquartered in the Baltimore-Washington corridor. For more information, visit www.bartoncotton.com.

About VFW

The Veterans of Foreign Wars of the United States (VFW) is one of the nation’s oldest and most respected Veterans service organizations. Their mission is to honor the sacrifice and ensure the rights of war veterans through advocacy, support and community service, while promoting patriotism. For more than 100 years, the VFW has been working to secure veterans’ rights and benefits. Over the years, the need for services to support our American heroes has grown significantly.

VFW provides many services to veterans and their families, including financial assistance for families of deployed troops, dedicated VFW service officers to aid veterans in filing benefits claims, and a free phone card program to allow active-duty personnel and VA patients to connect with their family members. In addition to troop support, the VFW sponsors scholarship programs, educational outreach, youth activities and community service. VFW is headquartered in Kansas City, Missouri with offices in Washington D.C. For more information about VFW, please visit www.vfw.org.

Editors Note: You can view the VFW DRTV ad on the Web at http://www.youtube.com/officialvfw. A screenshot of the VFW commercial is also available for your use. Contact nancy.carr@bartoncotton.com.

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