Create a multi-channel campaign.
A campaign is a focused communication targeted at a particular issue or product. Campaigns are usually time limited and have a strong call to action - "Be aware of issue x" or "Our latest hot thing is y".
Indicative of a campaign site. Targeted message and call to action. This site is designed to specifically draw attention to the funding needs of public schools and get people engaged with the campaign.
Don't raise the Dam is a similar campaign site developed by MountainRiver CMS.
The NSW Teachers Federation got a sophisticated campaign system from MountainRiver CMS. Ability to create campaign pages on the NSWTF website and integrate video and audio. The campaign pages may link off to specialist campaign websites that communicate the campaign message clearly and directly, usually with a call to action such as donate, join a rally or sign a petition.
MountainRiver CMS has also been working with CiviCRM's Personal Campaign Pages facility. Personal Campaign Pages provide the facility to create campaign specific fund-raisers. People supporting campaigns are assured that money raised will be applied to things that they care about and often given the opportunity to support activities that would not be possible without direct support.