Not For Profit Programs
Feb 14, 2020
For more than 60 years, the PPAI recognizes client promotions, who provided creativity, originality, and flawless execution.
Here’s a summary of the promotion they created for their client. Perhaps it will give you some good ideas too.
Type Of Client Homeless Shelter
Target Audience Sponsors (150 local corporations), attendees (2,000 previous participants) and 300 local churches and youth groups
Other Media Web, email, video, direct mail and radio
Primary Objective To raise funds the shelter could use to restore hope, rebuild lives and end homelessness. The world record attempt became the primary objective the day of the event.
Total Cost $40,103, which included the race website, zoo entry, parking lot rental, printing, timing company and promotional items
Strategy And Execution After nine years of hosting the walk, it needed a little sizzle. The distributor presented the idea of trying to break a world record and the record selected to beat was the most people running a 1K in flip flops. The walk was rebranded to “Walk the Walk to End Homelessness” and the logo was changed from a tennis shoe to a pair of flip flops. A sponsor was secured for the flip flops and each attendee received a pair of flip flops, a t-shirt and free entrance for the day to the Phoenix Zoo, the event location. iHeartRadio stepped in to sponsor the event’s audio/visuals and Marty Manning, a local radio celebrity, was the emcee. The local movie theatre chain, Harkins, also advertised the event for two months at no cost. The client sent flyers to previous attendees and donors eight weeks out. Social media efforts started 12 weeks out.
Results The flip-flop world record attempt helped to attract new donors and also raised awareness. Sponsorships grew 78 percent from $13,350 in 2017 to $63,100 in 2018. Peer-to-peer involvement grew 66 percent from $10,760 in 2017 to $31,765 in 2018. Attendance grew 21 percent from 1,700 in 2017 to 2,163 in 2018.
Do you need some ideas for your non-profit promotions program?