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I remember when March of Dimes kicked off its new branding several years ago, so it was interesting to read the terrific article in this month's Chronicle of Philanthropy that shows which media vehicles worked and which failed in terms of accomplishing the organization's many specific goals for the campaign. You can read more about the following three lessons learned in "March of Dimes' Evolution in Online Fundraising:"
1) The vetting and targeting of influential and "advocate bloggers" was worth it.
2) The purchase of online ads placed near popular search engine words and terms took creativity and smarts, in my opinion.
3) The failure of a popular web video that was "cool" but didn't get the right job done shows that tracking and reflection can reveal false assumptions and prevent future marketing mistakes.

Kudos to the organization for their candor about the campaign. We all benefit from sharing such insider information.