Alzheimer's Association, the leading U.S. voluntary health organization in Alzheimer care, support and research, was presented with an Innovator Award in the Best Integrated Marketing Campaign category for their successful marketing campaign to promote the organization's Action Summit 2010. All award winners were recognized at a ceremony last night at Convio's Client Summit, the company's annual user conference where more than 800 nonprofit clients, partners and industry thought leaders gather as a community to share common experiences and effective strategies for nonprofits.
“This is an impressive group of winners that embrace the idea of innovation and exemplify this year's Summit theme of No Boundaries”
Advocacy has been the cornerstone of the work of the Alzheimer's Association since its founding 30 years ago. The Alzheimer's Action Summit, held annually in Washington, D.C., serves as the signature opportunity to bring together individuals from all over the country to learn more about being an Alzheimer Champion and effectively communicating their personal stories about the disease to lawmakers. For the 2010 Action Summit, the Alzheimer's Association pulled from a diverse arsenal of tools - from newspaper and television ads, direct mail, surveys, and more - to not only promote the Summit, but to also offer a dynamic and engaging interactive experience to those who were physically unable to make it to the nation's capitol. This effort to expose the Summit to all who were interested in taking action in person or virtually expanded the organization's reach and impact. This integrated marketing strategy led to extensive media coverage, and increased visibility of the Alzheimer epidemic among lawmakers and the general public.
A key component of the online strategy of the Action Summit was the Virtual Candlelight Rally, which created a virtual experience of being on the steps of the Lincoln Memorial and lighting a candle in honor of a loved one. This mirrored the organization's actual Candlelight Tribute Rally, which launched the activities taking place during the Action Summit week. Using Convio, the Virtual Candlelight Rally received over 30,000 visits, and more than 12,000 people responded to the call to action by lighting a virtual candle and writing messages in honor of their loved ones.
Thirteen other nonprofits received Innovator Awards and were recognized in categories including Best Overall Use of Convio, Best Email Communications, Best List Growth, Best Website, Best Online Fundraising Campaign, Best Advocacy Campaign, Best Special Events Fundraising, Best Peer-to-Peer Fundraising, Best Use of New Media, Best Use of Convio Open, Common Ground CRM Visionary, and Applying CRM to Manage Your Mission. All Convio clients were eligible to submit nominations for the awards.
"This is an impressive group of winners that embrace the idea of innovation and exemplify this year's Summit theme of No Boundaries," said Gene Austin, CEO of Convio. "We are privileged to honor some of the brightest minds in the nonprofit sector today who are using technology as a catalyst to connect people with their missions reaching more people than ever before for the greater good, and very pleased to share this knowledge with the entire nonprofit sector."
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