“Wheeler 125” Raises $2.3 M in 125 Days

In 2018, their 125th year of service, Wheeler Mission embarked on a capital campaign to expand their Center for Women & Children, with a goal of raising $12.5M in three years. They asked Brewer Direct for help.

BDI designed, created and deployed the “Wheeler 125” campaign to raise $1.25 million in 125 days to celebrate 125 years of life-changing service to Central and South Central Indiana.

The Campaign expanded integrated marketing throughout their market in an unprecedented way. The multi-dimensional approach included: corporate rebranding, campaign branding, digital communications strategies, digital media, social media, direct mail, outdoor & transit advertising, guerilla marketing, radio, print media, video production, major & corporate donor strategies, and event support.

The Campaign results exceeded all expectations: $2.3M in 125 days… $4.2M six months later… $11.7 M in 12 months.

Wheeler 125 Campaign

The extraordinary outcomes were recognized in spades at the 2020 International ANA ECHO Awards Gala, on March 2, in Orlando, FL. Competing against international icons like Microsoft and Amnesty International, Wheeler 125 received distinguished honors in two divisions:

Silver Medal – Integrated Campaign
Recognizes not just outstanding strategy and creativity, but record-breaking, data-inspired solutions.

Bronze Medal – Not-for-Profit Campaign
Celebrates the forward-thinking vision and boldness of Wheeler Mission. It demonstrates how a charity can maximize media tools and bold creative approaches to turn innovative marketing impressions into charitable giving.

“Receiving ECHO awards in not just one, but two categories is such an honor,” said Steve Kerr, Wheeler Mission Executive VP of Advancement. “To have national and international judges recognize this campaign for its merit is both humbling and elevating.”

Matt Sommer, Brewer Direct VP/Creative Director, spoke to the team’s dedication to helping Wheeler Mission meet the goal: “Regardless of the award – bronze, silver or gold – the true metal of this campaign is all the heart and effort that went into making Wheeler 125 such a success.”

VP of Client Service at Brewer Direct Lolly Colombo commented: “The true reward in this effort is found in all the lives to be changed as a result of the broader donor community sitting up and taking notice. It’s a whole new level of exposure about the good work of Wheeler Mission.”

Want to learn more about this incredible campaign? Visit our case study to download the white paper now.

Want more? For this month’s “Need to Read” from MT on effectively engaging women donors, click here.

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