Tuesday, December 29, 2009

We TV, Goodwill partner for volunteer push

DMNews reported that We TV has launched its “Pledge 24 in 2010” campaign with Goodwill as a partner. The effort targets women and encourages them to pledge 24 hours of volunteer work in the coming year.

The initiative runs through January 31, 2010. Participants can visit WEVolunteer.tv to pledge. Users who enter are required to submit name, mailing and e-mail address, birthday, gender, phone number and the organization for which they plan on volunteering.

After submitting the personal data, users have the option to opt-in to any of four e-mail newsletters from We TV. The network distributes the We TV, We Love Pets, We Go Bridal and We Are Singles newsletters. We TV has more than 310,000 users in its e-mail database.

Kenetta Bailey, SVP of marketing for We TV, said that building the network's e-mail database is not a primary goal of the campaign. “But if people are interested in more information on We TV, we want to give it to them,” she said.

We TV's “We Treat” community newsletter goes out twice a week and has content including advice, recipes, TV show schedules, announcements and updates.

After users sign the pledge, they are automatically entered into We's “Chic in the City” sweepstakes, in which they can win a trip for two to New York to attend a movie premiere and after party, two nights in a boutique hotel, dinner and a $200 shopping spree at Saks Fifth Avenue.

There are also perks for the nonprofit partners. The organization that receives the most pledges will receive a PSA package from We TV, including 60 PSA spots to run on sister network Wedding Central during April 2010, national volunteer month. The winning nonprofit will get a one-month spotlight as “Charity of the Month” on WEVolunteer.tv with a banner that links to a full-page profile.

Actress Cynthia Nixon of Sex and the City will appear in a series of We TV PSAs in 2010 encouraging consumers to volunteer with the tagline “What a difference a day makes.”

We TV is also reaching out to more than 150 nonprofits to urge their volunteers and members to pledge 24 in 2010. Read more here.

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