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Challenge: After 2005 and the devastations from hurricanes Katrina and Rita, United Way of Acadiana had depleted its funds and was in a desperate need for a new angle to raise money and awareness.
Strategy: Their normal pairing with the NFL was still strong, but they were looking for a more targeted and emotional campaign that would touch people, even after they had already given. With a $3 million goal, Russo partnered with Island Recording Artist, Marc Broussard, to create the "Hope Matters" campaign. This campaign was unlike any other United Way had seen. It targeted people in their homes, on the roads, and in the workforce with a powerful message that touched their hearts and opened their pockets.
Results: Through a variety of means ranging from print ads, brochures, radio and television, Russo not only met United Way's goal, which was the highest yet, but exceeded that goal by over $41,000. In addition to the money raised, United Way had also reached a point where it had "outgrown" their home. Because this campaign was so different, so focused on the message, and so powerful, an additional $1.9 million dollars was raised, enabling them to purchase a complex unit of buildings that houses all of their affiliates in one location.
(See samples from the Hope Matters Campaign)
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