Jul 25, 2022

Operation Smile Names Edge Direct as Fundraising Agency of Record

Press Release

Edge Direct to provide full-service fundraising solutions to help Operation Smile provide more smiles and brighter futures for children globally


BALTIMORE (July 25, 2022) – Edge Direct, a Moore company, is proud to announce that it has been named fundraising agency of record for Operation Smile. Edge Direct will advance Operation Smile’s direct response fundraising program to grow and cultivate support for a future where children around the world receive expert care and treatment for cleft lip and cleft palate conditions.

“Edge Direct is honored to work with Operation Smile, a global network of passionate individuals united under a common belief that access to safe surgery is a universal human right,” said Kathy Calta, chief executive officer of Edge Direct. “With our proven ability to deliver exceptional insights, service and integrated marketing solutions, we are excited to maximize fundraising results in support of this very important mission.”

Operation Smile selected Edge Direct as their partner because of their past work and expertise in Hispanic fundraising, sustainer program growth and acquisition performance improvement.

“We are excited to partner with Edge Direct to implement innovative omnichannel strategies across our direct response donor programs,” said Joanne Bowers, vice president, mass market fundraising of Operation Smile. “With continued global expansion plans, we knew finding the right partner to help share our story was the next decision. Given their breadth of experience representing brands in the healthcare space, we are confident Edge Direct will support the growth we expect to see this year and beyond.”

Edge Direct, a full-service fundraising agency that elevates leading nonprofits by delivering exceptional insights, service and integrated marketing solutions, will lead donor journey development and modeling for performance optimization across campaigns for both English and Hispanic acquisition and retention.

“Operation Smile is a brand with limitless potential within the global healthcare industry, and Edge Direct is uniquely positioned to aid in their growth by combining strategy, data, technology and creativity to drive omnichannel results,” said Gretchen Littlefield, chief executive officer of Moore. “Their data-driven approach to mapping donors’ journeys with compelling, action-driven creative will meet Operation Smile’s needs for today and in the future.”

A leading agency for nonprofits and associations, Edge Direct represents some of the most recognized nonprofit brands in the country. To learn more about Edge Direct, visit EdgeDirect.com.

About Operation Smile

Operation Smile is a global nonprofit specializing in expert cleft surgery and care. Over the last 40 years, we have provided medical expertise, research and care through our dedicated staff and medical and student volunteers around the world, working alongside local governments, nonprofits and health systems, and supported by our generous donors. Operation Smile is committed to providing patients with health that lasts through lifesaving cleft surgeries and comprehensive care, helping them to better breathe, eat, speak and live lives of greater quality and confidence. Learn more at operationsmile.org.

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 elevate leading nonprofits by delivering exceptional insights, service, and integrated marketing solutions.

About Moore

Moore is a leading constituent experience management company focused on the integration of the donor experience across all platforms, channels and devices. Moore is the largest marketing and fundraising company in North America serving the nonprofit industry with over 4,000 employees in 40 locations. The company provides strategy, creative, production, media, data and analytic services powered by an ongoing investment in next-generation artificial intelligence and machine learning.

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