October 29, 2009
United States Fund for Unicef (New York): No. 34
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
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