Elsewhere online
January 29, 2015

Youth Charity's Marketing Arm Helps Companies Reach Millennials

The in-house marketing agency created two years ago by DoSomething.org is attracting a growing base of brand-name clients eager to tap into the youth-focused service nonprofit's success in reaching millennials, Advertising Age magazine writes. The agency, TMI, provides research, strategy, digital support, and other services to companies like Keds, Foot Locker, and H&R Block, primarily on cause-related campaigns.

"We essentially have two rules for the work that we do: One, it has to involve young people, and two, it has to have an impact," said Aria Finger, president of TMI and chief operating officer at DoSomething. The agency directs all earnings to its nonprofit parent, with which it shares an open Manhattan office designed to promote transparency between the two entities and intermingling of their staffs.