PRSA Colorado is highlighting case studies from the recent Gold Pick Awards. Xstatic Public Relations won a Gold Pick in the category of Events and Observances.
Summary of the Situation:
For 35 years, Mile High United Way presented the Turkey Trot run/walk on Thanksgiving Day – an end-of-year fundraiser and annual tradition for thousands of Colorado residents. To address the changing dynamic of corporate giving campaigns from once-a-year to year-round, as well as a decrease in donations due to a recession, MHUW looked to extend the event beyond just a single day.
Rather than limiting fundraising to the Turkey Trot, MHUW proclaimed November 2008 as the first-ever Mile High United Way Month, and chose Xstatic PR to help drive donations and increase overall awareness of the organization.
Strategy and Tactics:
MHUW and Xstatic met the challenge with a comprehensive strategy including community campaigns, metro media relations and attention-getting tactics. Xstatic built an ambitious list of editorial opportunities for each MHUW Month component, and conducted outreach to secure media coverage before and during the month of November. Media information was assembled for United Way Month and the Turkey Trot, and specialized pitches covered topics such as new CEO Christine Benero and her vision for the future.
The team also secured proclamations from Governor Bill Ritter and the mayors of Arvada, Commerce City, Lakewood, Littleton, Westminster and Denver, and promoted the official designations to local and community media. All-new events were planned for November including an “Uncorked” wine-tasting and “Dine Out for Mile High United Way” events. Xstatic also generated big interest and word-of-mouth publicity through the “Name our Turkey” and “Where is our Turkey Trotting?” contests on the MHUW Blog, and MHUW profiles on Facebook and LinkedIn.
Results:
The inaugural United Way Month was an absolute media success. More than 40 news stories on United Way Month and the Turkey Trot appeared in metro Denver’s major media – more than twice the anticipated goal. The coverage translated to an ad value of more than $98,000, providing MHUW with a 20 to 1 return on its media relations investment.
MHUW also measured increases in Web traffic, pledges, online donations, runners and volunteers. Despite the unforeseen economic conditions, MHUW Month was a highly successful campaign and managed to increase donations in tough economic times – a difficult feat for any nonprofit. MHUW was so impressed with the success of United Way Month that it conducted a similar media campaign in March 2009. Of course, imitation is the best form of flattery!
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