Mama Cash is a nonprofit working for the advancement of international women's rights.
"We've been looking to grow in our PR and fundraising at an international level," says Diana van Maasdijk, director of development and communication. Using the campaign model of a Hong Kong-based group - there are 88 days between International Human Rights Day and International Women's Rights Day - Mama Cash contacted McPherson Associates to help plan the effort.
Strategy
Lisa Daniels, project manager at McPherson, says because the target audience ...