Case Studies

Helping an International Charity Thrive

Operation Smile

For almost two decades, Reingold has worked with Operation Smile, an international humanitarian organization that provides safe surgery to children with facial deformities. We provide advice on communications and development, as well as strategies for international branding and fundraising.


To thrive over the long term, nonprofits need to make their mission relevant to donors’ interests and continually develop innovative marketing, fundraising, and development strategies. With initiatives spanning 60 countries, Operation Smile needs to accomplish that globally while also addressing unique regional challenges.


To fuel Operation Smile’s expansion, Reingold helped tell its story with a new brand and master case statement, forge corporate partnerships, and launch comarketing campaigns. We also created a promotion strategy for its surgical tour through 18 developing countries in nine weeks and facilitated regional strategic planning conferences in Ireland, Honduras, Jordan, and Vietnam.


With Reingold’s strategic support, Operation Smile evolved from a mission-based service to a permanent presence worldwide. We also helped Operation Smile earn the first $1 million Conrad N. Hilton Humanitarian Prize and shape a comarketing campaign with Sephora that generated almost $1 million.

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