Nonprofit communicators have a few of the most compelling tales to share. Their messages help efforts that transcend a easy backside line.
We’ve highlighted a few of the first-place winners from final yr’s Ragan PR Each day Nonprofit Communications Awards to take a more in-depth have a look at their ways and successes. You’ll want to apply to this yr’s awards earlier than submissions shut on April 5.
Greatest Media Relations Marketing campaign: Brodeur Companions — Returning to the Boston Marathon Course
The scenario: The Boston Marathon’s Jimmy Fund Stroll is a heralded occasion in New England annually. Benefiting the Dana-Farber Most cancers Institute, the stroll normally takes place alongside the famed route of the Boston Marathon. However when the COVID pandemic broke out, the stroll ended up being canceled in favor of a digital occasion in each 2020 and 2021. When the stroll returned to the course, Brodeur Companions wanted to make sure that the phrase bought out in an enormous approach.
The answer: To rejoice the stroll’s return, Brodeur appeared for the faces that made the stroll a particular occasion. The group appeared via tons of of submissions to search out the fitting walker tales, finally figuring out 257 walkers and listening to 70 distinctive walker accounts to realize a greater perspective on the most cancers battles and braveness that led folks to the stroll.
The marketing campaign additionally leveraged influencers to assist unfold the story of the stroll’s return all through the Boston space. One notable influencer on the marketing campaign was Spencer the Canine, on the time the official canine mascot of the Boston Marathon.
Brodeur’s work paid off, incomes almost a thousand media placements, together with two within the Boston Globe and a function within the Boston Herald, along with tens of millions of impressions.
The takeaway: Highlighting the individuals who make a distinction in a nonprofit marketing campaign is simply as necessary as speaking concerning the marketing campaign itself.
Greatest Public Affairs Marketing campaign: FleishmanHillard and AARP — The Struggle for Honest Rx Costs
The scenario: Individuals spend extra on their prescriptions than another nation within the developed world. This challenge is especially pronounced for Individuals over 65, with 3.5 million older folks within the U.S. struggling to afford their drugs.
The answer: In collaboration with FleishmanHillard, AARP created a goal media marketing campaign following President Biden’s highlighting of drug pricing reform in his 2022 State of the Union Handle. Titled “Honest Rx Costs Now,” the marketing campaign referred to as upon Congress to take motion on pricing reform, highlighting girls over 50 as an necessary voting bloc. Honest Rx Costs Now earned 340,000 earned media placements and over 620 million impressions.
The joint marketing campaign helped affect the Inflation Discount Act of 2022, which included provisions for drug worth negotiation, expanded vaccine protection, and capped insulin prices. AARP CEO Jo Ann was additionally invited to the legislation’s signing ceremony in honor of the group’s contributions.
The takeaway: Strategic collaborations can develop the scope of what’s doable to make a significant distinction.
Nonprofit Communications Marketing campaign of the Yr: Cease AAPI Hate — No Place for Hate
The scenario: The COVID pandemic noticed an unlucky rise in hate crimes towards folks of Asian American Pacific Islander (AAPI) descent.
The answer: Cease AAPI Hate, which paperwork incidents of hatred towards AAPI folks, launched No Place for Hate. This marketing campaign aimed to shift the burden of those hateful incidents away from people and in the direction of public companies that may assist.
The marketing campaign had two primary objectives. The primary was the passage of two payments in California co-written by Cease AAPI Hate to additional the dialog about stopping road harassment. The opposite was to extend consciousness round harassment within the public discussion board.
The marketing campaign featured digital and in-person occasions with folks discussing the problems of road harassment throughout totally different communities. Moreover, there was a social media side to the marketing campaign, wherein folks held whiteboards that had a clean house after “I desire a #SaferPlace to _____”. These photographs had been displayed each in public areas and throughout social platforms.
The legislative push succeeded when in late 2022, California Governor Gavin Newsom signed each payments into legislation. The marketing campaign additionally secured greater than 120 media hits throughout native, state, and nationwide shops such because the San Francisco Chronicle and NBC Information.
The takeaway: Supporting a simply trigger that’s centered on one particular neighborhood can create influence that resonates throughout a number of communities.
Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports activities, an excellent pint and ’90s trivia evening.
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