People Working Cooperatively’s Virtual ToolBelt Ball Assists Vulnerable Homeowners in Need
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Overview: People Working Cooperatively (PWC) is a nonprofit providing critical home repairs and modifications for low-income, elderly homeowners and those with disabilities living in the Greater Cincinnati region. The annual ToolBelt Ball is PWC’s signature fundraising event, benefiting the organization’s “Modifications for Mobility” program, which assists those living with mobility limitations or disabilities in need of significant accessibility improvements to their home.
After postponing the in-person event due to COVID-19, Scooter Media was tasked with reimagining the ToolBelt Ball as a virtual celebration later in the year that would connect the organization with key audiences online while raising funds to support the organization’s mission.
Strategy: Scooter Media leveraged earned and owned media to drive attendance to the virtual event by drafting and distributing a wide variety of press materials including calendar and news releases, media alerts, booking memos, and an event recap release. Media pitches focused on unique aspects of the Virtual Toolbelt Ball, including non-monetary ways to get involved with the organization such as a #HomeSafeHome neighborhood art campaign, volunteer opportunities, and even a coloring contest for PWC’s youngest fans.
Evaluation: Scooter Media secured a total of 29 media placements, ranging from digital features to four live TV segments. The total estimated broadcast coverage exceeded 466,438 viewers. Proceeds from the virtual gala were 15% higher than the previous year, coming in at more than $230,000 and building the foundation for even better ToolBelt Ball galas in the future.
