People Working Cooperatively’s Ramp It Up for Veterans Raises Funds for Hometown Heroes in Need
Overview: People Working Cooperatively (PWC) is a nonprofit providing critical home repairs for low-income, elderly homeowners and those with disabilities living in the Greater Cincinnati region, with veterans representing a significant segment of PWC’s clients.
Each year, PWC hosts its “Ramp It Up for Veterans” campaign, which raises funds for home repairs and modifications to keep veterans safe and secure in their own homes. Projects include installing ramps, adding handrails, modifying bathrooms for safety, repairing emergency plumbing issues, and restoring heat to homes.
PWC engaged Scooter Media to assist in the development and execution of a robust marketing, social media, and fundraising campaign as the organization had the unique opportunity to match donations for “Ramp It Up for Veterans” up to $50,000 thanks to an anonymous donor in 2017. The goal of the campaign was to raise funds that would allow PWC to meet the demand of the waiting list of veterans in need of emergency and critical home repairs.
Strategy: Scooter Media leveraged existing relationships with WCPO-TV to secure interviews with PWC spokespeople in order to solidify the need for the funds and help on-site at the previously established telethon. To maximize press attention and communication efforts, the campaign kickoff coincided with PWC’s annual Prepare Affair event, a full-day, volunteer initiative when thousands of local volunteers come together to help prepare PWC client homes for winter. In addition, Scooter Media secured a series of pre-broadcast mentions on WCPO the day before and the morning of the telethon; negotiated a total of four PWC interviews during the program, including three check presentations to showcase PWC’s mission and recognize major supporters; and secured a package segment with a local veteran and PWC client that aired during the broadcast and a series of updates following the broadcast in the evening and into the next day.
Evaluation: Scooter Media secured a total reach of 500,372 for telethon-related WCPA segments and a total of 4,098,107 impressions for all media placements with “Ramp It Up for Veterans” messaging. PWC also reached its goal of raising $50,000 and maximizing the $50,000 match donation for a total of $100,000 in funds dedicated to eliminating the waiting list of 250+ veterans and veteran families in need of PWC’s services.
Project Details:
Client: People Working Cooperatively
Category: Regional Media Relations
Website: www.pwchomerepairs.org
