September 17, 2013 Dan Duval, CEO

Case Study: BankFive Wheels in Motion/VTH Hero Van

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The Opportunity
When the Veterans Transition House (VTH) – a non-profit organization that supports at-risk veterans of Southeastern Massachusetts – was in need of a 16-passenger van to help get veterans to the supermarket, medical appointments and job interviews, BankFive knew it could help.

BankFive asked McDougall & Duval to develop a campaign that would raise the $26,000 needed to buy the van, while demonstrating BankFive’s community leadership.

Our Big Idea
Instead of buying the van for VTH, the agency recommended using the cause as a way for BankFive to bring the community together. BankFive led the “Wheels in Motion” fundraising drive from Veterans Day 2011 to Memorial Day in 2012, and pledged to match all donations dollar-for-dollar. The campaign included radio PSAs, in-branch collateral, PR outreach, print ads, and a special donations website.

The Results
The goal of $13,000 in public donations was reached by April 17, 2012. BankFive matched the amount and the Hero Van was presented to the VTH at the conclusion of the New Bedford Memorial Day Parade. The initiative also led to the Massachusetts Bankers Association Charitable Foundation selecting VTH to receive one of its 2012 Community Grants of $5,000.

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