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Edge Direct launches new branding and marketing mission

Layla A
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Press Releases

This marks another significant milestone in the company’s evolution as Edge Direct continues to lead transformational growth for recognized nonprofits.

A leading agency for nonprofits and associations, Edge Direct represents some of the most recognized nonprofit brands in the country.

Baltimore, MD (January 13, 2021) — Edge Direct, a Moore company, announced today a new branding and marketing approach. A leading agency for nonprofits and associations, Edge Direct represents some of the most recognized nonprofit brands in the country. The launch of the Edge Direct brand, aligned with its professional fundraising consultant registration, is to embrace the company’s value as a robust multichannel marketing firm, driven to help nonprofits raise maximum funds and brand awareness in support of the important work they do.

“We are excited to introduce Edge Direct because it illustrates our commitment to the future of the fundraising industry,” said Kathy Calta, president of Edge Direct. “We are creating bold, transformative marketing solutions that engage donors and build awareness across direct mail, television, radio, print, digital, and social communication channels to create a better world.”

Edge Direct is home to direct response marketers and fundraisers who share a passion for working with nonprofits and doing good by creating compelling campaigns structured around a unique foundation of combining right brain/left brain marketing tactics. Edge Direct clients are sector leaders in animal rights, health, historical societies, human services, museums, religion, and veterans services.

“Embracing the Edge Direct brand is very fitting as the company’s success shows they are developing cutting-edge marketing techniques to build their clients’ brands by combining fundraising expertise, data analytic solutions, creative and multichannel delivery to create unprecedented results,” said Gretchen Littlefield, chief executive officer of Moore. “Their deep understanding of the industry and ability to help clients shift strategies, especially in the wake of COVID-19, has not only led to rapid growth for Edge Direct, but has created remarkable outcomes for their clients.”

Edge Direct’s new branding and marketing approach is effective immediately and will be implemented across company offices, digital presences, products, and services. Among the changes include a new company logo and website, EdgeDirect.com. All employee emails will be standardized to use the domain edgedirect.com.

About Edge Direct
Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels, is always mindful of the higher purpose we serve and makes us a recognized market leader in fundraising and brand-raising. Our mission is to help our clients inspire, engage, and grow donor support to maximize long-term donor value.

About Moore
Moore is a global leader in performance-driven marketing solutions focused on all facets of the consumer experience. With over 3,000 employees in 35 locations across the country, Moore is dedicated to helping clients fulfill their missions. The organization provides services including strategic consulting, creative development, media planning and buying, research and analytics, production management and product fulfillment, database services and public relations to nonprofit, association, commercial and government clients, and is a key contributor to strengthening these sectors.

Importance of Business Storytelling

Courtney Marsh
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Press Releases

In February, members across the Moore enterprise participated in a Leadership Story Lab to further their knowledge of business storytelling. Liz Gordon, Senior Director of Analytic Services at Edge Direct, saw tremendous benefits from attending this session that she has since taught to her team of analysts.

Mastering the art of business storytelling allows you to captivate an audience’s attention to quickly share important information in a meaningful way. Whether we are working with clients or colleagues, it is important that our messaging is informative, entertaining, and motivates our audience.

Read more on Liz’s experience in Forbes.com here.

Marti Allen joins Edge Direct to lead creative

Courtney Marsh
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Press Releases

Marti Allen

Marti Allen – Vice President, Creative Director

Baltimore, MD (November 16, 2020) — Edge Direct, a Moore company, announces the addition of Marti Allen as vice president, creative director. Allen will lead, shape, and conceptualize all design and campaign creative for Edge Direct and its clients.

With a background in creative design solutions, Allen brings more than 20 years of experience as a creative director and brand strategist. Most recently, Allen was the vice president, creative director at MarkeTeam where she developed and led a creative team. Prior to MarkeTeam, Allen was an independent consultant in Georgia within the high-tech industry.

“We are very excited about the ongoing growth of our firm,” said Kathy Calta, president of Edge Direct. “It is our aim to provide the best integrated services for our clients and I know an innovative leader like Marti Allen will design thoughtful creative to inspire results that will take our clients’ multichannel fundraising programs to the next level.”

Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels makes us a recognized market leader in fundraising and brand-raising.

“I’m excited to join Edge Direct and be a part of an amazing team of marketing fundraisers who serve inspiring causes like Shriners Hospitals for Children®, Paralyzed Veterans of America, March of Dimes, The National World War II Museum, and so many others,” said Allen. “There is no greater satisfaction than doing so, and I am the happiest when I can use my imagination and creativity to help further an organization’s mission.”

Allen graduated from the University of Louisville with a bachelor’s degree in graphic design and lives in Baltimore with her family.

About Edge Direct
Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels, is always mindful of the higher purpose we serve and makes us a recognized market leader in fundraising and brand-raising. Our mission is to help our clients inspire, engage, and grow donor support to maximize long-term donor value.

About Moore
Moore is a global leader in performance-driven marketing solutions focused on all facets of the consumer experience. Comprised of 35 companies with more than 2,600 employees, Moore is dedicated to helping clients fulfill their missions. The organization provides services including strategic consulting, creative development, media planning and buying, research and analytics, production management and product fulfillment, database services and public relations to nonprofit, association, commercial and government clients, and is a key contributor to strengthening these sectors.

Edge Direct, a Moore company, receives four 2020 MAXI Awards

Courtney Marsh
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Press Releases

Baltimore, MD (October 14, 2020) — Edge Direct, a Moore company, has received four MAXI Awards from the Direct Marketing Association of Washington (DMAW). Edge Direct is a leading fundraising agency serving some of the world’s best-known causes.

Edge Direct projects awarded include:

  • Daughters of the American Revolution Commemorative Scarf Campaign – Gold in Nonprofit Special Appeal category
  • Shriners Hospitals for Children® Giving Tuesday Multi-Channel Digital Campaign – Gold in Nonprofit Special Appeal category
  • Commemorative Air Force® Year End Personalized Labels and Aircraft Cards Appeal – Bronze in Nonprofit Renewal category
  • National World War II Museum Flame of Freedom Appeal – Bronze in Nonprofit Renewal category

“Thank you to the DMAW for the incredible recognition of our work,” said Kathy Calta, president of Edge Direct. “The MAXI Awards are a great opportunity to celebrate our talented team, but more importantly what we have accomplished for our amazing clients.”

DMAW’s MAXI Awards recognize and showcase the DMV’s finest professionals, agencies, tactics, and campaigns. Edge will be among the winners honored at the 2020 Virtual MAXI Awards on Thursday, November 5, 2020, 5:30 – 6:30 p.m.

“We are incredibly proud of the work Edge Direct produces for their clients,” said Gretchen Littlefield, chief executive officer of Moore. “We want to thank the DMAW for giving the industry the opportunity to showcase talent and for winners like Edge Direct to be recognized for results achieved through strategy and data-driven marketing practices.”

About Edge Direct
Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels, is always mindful of the higher purpose we serve and makes us a recognized market leader in fundraising and brand-raising. Our mission is to help our clients inspire, engage, and grow donor support to maximize long-term donor value.

About Moore
Moore is a global leader in performance-driven marketing solutions focused on all facets of the consumer experience. Comprised of 35 companies with more than 2,600 employees, Moore is dedicated to helping clients fulfill their missions. The organization provides services including strategic consulting, creative development, media planning and buying, research and analytics, production management and product fulfillment, database services and public relations to nonprofit, association, commercial and government clients, and is a key contributor to strengthening these sectors.

Attracting Donors in 140 Characters or Fewer

Courtney Marsh
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Press Releases

By Margaret Chialastri, Vice President, Digital Services

Margaret Chialastri, Vice President, Digital ServicesAs a fundraiser, Twitter is probably not the first social media platform you’d think of to attract donors. Globally, it ranks 15th in daily active users according to Statista, behind the likes of Facebook, YouTube, Instagram, TikTok, Reddit, and Pinterest.

The real fundraising opportunity lies in Twitter’s status as an underappreciated advertising platform. Here in the U.S., it still boasts 31 million daily active users and a user base that aligns with our target donor demographics.  According to Pew Research Center:

  • 41% have an annual income of $75,000+ (compared with 32% of the general population)
  • It’s an even 50-50 split for male-female (even though gender isn’t binary; can only go with the data we have)
  • Race and ethnicity parallel the general US population

U.S. based Twitter users are younger, more educated, and wealthier than the general U.S. population which presents an opportunity to expand your donor base beyond the current over-55-year-old target audience:

  • The median age of U.S. Twitter users is 40, while the national population’s is 47
  • 42% of U.S. Twitter users have a college degree, while only 31% of the national population does

Twitter users are also more engaged, with 55% of users who engage with a nonprofit on the platform projected to take some other action with that nonprofit.

All this adds up to a potentially large opportunity to reach a new donor audience on a platform whose ad prices aren’t driven up by as much competitive bidding.

Twitter has all the typical targeting options for social media — demographics, lookalikes, interests, followers, etc. — but there are two worthy of additional mentions.  Tailored audiences allow you to engage users who have interacted with you off-platform.  This means that Twitter can be part of your retargeting strategy.  And targeting TV audiences means you can target dual-screen users.  This means if you are doing DRTV advertising, you can follow up with people who will have seen your ad or will be seeing your ad.  This dual-pronged strategy can increase the effectiveness of both DRTV and Twitter ads.

The implementation of these strategies is showing a cost to acquire that’s less than half that of other social platforms with a similar average gift.  While this is using last-click attribution and thus doesn’t account for follow-on effects, it’s a strong sign of the effectiveness of the ads.

We’re finding the most success with video ads.  They have ten times the engagement of other ads and you can run them at half the cost of other platforms.  As with any other platform, you want to make sure the creative is emotionally compelling and has a strong call to action, even if that CTA is a non-donation ask like a petition, survey, or volunteer ad.

About Edge Direct
Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels, is always mindful of the higher purpose we serve and makes us a recognized market leader in fundraising and brandraising. Our mission is to help our clients inspire, engage and grow donor support to maximize long-term donor value.

About Moore DM Group
Moore DM Group is a global leader in performance-driven marketing solutions focused on all facets of the consumer experience. Moore DM Group is comprised of 32 companies with more than 2,000 employees dedicated to helping our clients fulfill their missions. The organization provides services including strategic consulting, creative development, media planning and buying, research and analytics, production management and product fulfillment, database services and public relations to nonprofit, association, commercial and government clients, and is a key contributor to strengthening these sectors.

Edge Direct Named Agency of Record for March of Dimes Direct Mail Program

Courtney Marsh
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Press Releases

Edge Direct to provide a full suite of integrated fundraising solutions to help March of Dimes fight for the health of mothers and babies

March of Dimes
BALTIMORE — (August 5, 2019) Edge Direct, a division of Moore DM Group, is proud to announce that it has been named March of Dimes’ direct mail agency of record. Edge Direct will lead a national effort to advance March of Dimes integrated fundraising to further the organization’s brand transformation and fight for the health of mothers and babies.

“Edge is honored to work with March of Dimes, an organization that has been fighting for the health and well-being of moms and babies for nearly a century,” said Kathy Calta, president of Edge Direct. “With our proven ability to drive exponential growth, we are excited to leverage the tools and talents from across the Moore enterprise to accelerate fundraising and brandraising for March of Dimes.”

March of Dimes has helped millions of babies survive and thrive by improving the health of mothers through medical research, education of pregnant women, community programs, government advocacy and support of pregnant women and mothers. As part of the ongoing efforts to further its mission, March of Dimes conducted an extensive request for proposal process to select an experienced agency of record to lead its direct marketing fundraising program.

“We selected Edge Direct as our partner because of their excellence at combining strategy, data, technology and creativity to drive multichannel results,” said Joanne Bowers, chief audience officer of March of Dimes. “Their data-driven approach to mapping our donors’ journeys with compelling, action-driven creative will meet our needs for today and in the future.”

About Edge Direct
Edge Direct is a full-service direct response agency that crafts and executes multichannel programs to cultivate donor giving and maximize net revenue. Our progressive approach to the integration of fundraising strategy, data, technology, creative and execution across all channels, is always mindful of the higher purpose we serve and makes us a recognized market leader in fundraising and brandraising. Our mission is to help our clients inspire, engage and grow donor support to maximize long-term donor value.

About Moore DM Group
Moore DM Group is a global leader in performance-driven marketing solutions focused on all facets of the consumer experience. Moore DM Group is comprised of 32 companies with more than 2,000 employees dedicated to helping our clients fulfill their missions. The organization provides services including strategic consulting, creative development, media planning and buying, research and analytics, production management and product fulfillment, database services and public relations to nonprofit, association, commercial and government clients, and is a key contributor to strengthening these sectors.