I. Communication Challenge
Every January, Catholic Charities of Buffalo begins its fundraising Appeal, with a goal of raising all funds by Palm Sunday (the week before Easter Sunday). Catholic Charities enlists Travers Collins for help with communication strategies, messaging and media relations.
In 2009, the organization celebrated its 85th anniversary, and an economic downturn hit Western New York especially hard. As a result, public relations efforts needed to be fresh and hard-hitting, while focusing on Catholic Charities’ long-standing history of service, in order to reach the Appeal’s goal of $11 million.
II. Strategy and Execution
The research and planning process included an in-depth appraisal of the previous year`s efforts. Public relations strategies were developed to include both media and non media-based tactics. The overall Appeal theme – “We`re always there. Please be there too.” – was crafted into news releases, talking points, campaign materials and the website.
A focus on client success stories piqued the interest of the media and resulted in speaking opportunities for those clients comfortable appearing in public.
Separate Facebook fan and cause pages were launched, both including an online donation option, along with a Twitter account to tweet fundraising updates and organizational news. A YouTube channel was established to share the Appeal campaign TV spots.
Other PR tactics included a sample homily, and an audio CD that was also used as a homily by Bishop Edward Kmiec, requesting support for the Appeal.
When Palm Sunday hit, the Appeal was still more than $1 million shy of its goal. To fuel momentum, we brought back Catholic Charities Weekend, an event that resonated with the media and parishioners in 2008. Travers Collins provided church bulletin stories, talking points and media announcements. Volunteers were stationed at Catholic Charities headquarters, accepting phone reports from parish volunteers. In these 48 hours, the Appeal brought in an additional $163,630.51 in donations – $25,000 more than the previous year`s event.
III. Outcome
- By June 30, the end of the fiscal year, $10,413,748.88 (94.7%) of the goal had been collected
- $403,331.99 (5.72%) increase in the community division
- $150.76 (2.94%) increase in the size of the average gift
- 1.4% increase in online donors
- 37.4% donor participation rate; 4/6% better than national participation rate average for Diocesan Appeals across the country
- Facebook Cause page had 254 supporters; Facebook Fan page gained 348 fans
- Twitter account engaged 867 followers
- YouTube Channel had 1,913 views
