United States Fund for Unicef (New York): No. 34
October 29, 2009
The goal: To recruit more donors by doing a better job of explaining its mission.
The approach: The “I Believe in Zero” campaign boiled down the nonprofit group’s efforts to improve children’s health into a single idea: that no child should die of a preventable disease. Celebrities like the actress Lucy Liu (above) and the television news personality Al Roker appeared in public-service ads trumpeting that message.
The results: The nonprofit group raised $442-million in 2008, nearly $90-million more than in the previous year. In 2009, it raised approximately $496-million.
— Caroline Preston
