Non-Profit – Case Study
Rallying Relief Funds
Houston, Texas
The Assignment
United Way of Greater Houston, a leader in community disaster recovery, recognized the unprecedented economic impact of the COVID-19 pandemic and joined forces with the Greater Houston Community Foundation (GHCF) to establish the Greater Houston COVID-19 Recovery Fund to help those in critical need.
The Approach
Carbonara Group helped shape the message and stage a community wide public relations effort to appeal for funds and to transparently share how donations were distributed through the following efforts.
- Developed messaging and communications strategy for the COVID-19 Recovery Fund and implementation plan.
- In 24 hours, prepared fund spokespersons and materials for virtual news conference with Harris County Judge to announce the fund and the lead donations from prominent organizations as well as urge community support.
- Established weekly news alerts to update local and regional journalists and key influencers; prepared radio PSA campaign and successfully launched in a matter of days; secured multiple, ongoing media stories; placed an Op Ed in the Houston Chronicle featuring fund co-chairs and explaining the need.
- Positioned United Way CEO and GHCF CEO as expert, go-to sources on COVID-19 disaster recovery needs and resources.
The Results
- The communications campaign was integral in supporting the growth of the fund to $17 million.
- The campaign generated positive coverage about the distribution of funds by UWGH and GHCF to local non-profits serving the most vulnerable.
- More than 116 media placements highlighting or mentioning the COVID-19 Recovery Fund were obtained:
- Total circulation of 263,517,177
- Total earned media value of $3,505,730.52
- Local coverage highlights included multiple placements in key media including Houston Chronicle, Houston Business Journal, major local broadcast stations for ABC, NBC, CBS and FOX. National coverage highlighted high-profile fund donor, Houston Rockets coach, on MSN.com, Sports Illustrated and others.
