Youth Opportunities Unlimited
Youth Opportunities Unlimited (YOU) wants to help young at-risk mothers and their babies by developing a supportive housing complex in Downtown London. Enter: The New Addition Campaign, a project to address homelessness for young mothers while offering an integrated program of support. With a fundraising goal of $8.2 million, and a number of significant philanthropic gifts on the horizon, this was a vital fundraising period for YOU to raise awareness of, and engagement with, this important project.
Stewardship of a significant $1M naming gift from The Smith Family was just the beginning. To steward this and other philanthropic gifts in the most impactful and respectful possible way, and capitalize on post-announcement momentum, a public relations and engagement plan was developed and implemented. Rapid research with key stakeholders was completed, in order to create a potent position for the project and key messages segmented by audience, which could be delivered by a variety of project supporters. To build community engagement and support, a media and stakeholder relations tactical plan was designed to drive awareness, understanding, and action, resulting in a number of new major gifts during and following the campaign.
Through two media events and distinct news cycles just one month apart, we were able to generate a total of 14 distinct pieces of coverage across print, radio and television mediums, with an estimated total combined value of just under $146,000, including coverage in Global News and The National Post.
This included special positioned content that highlighted and honoured the legacy of Joan Smith, Ontario's first female solictor general, for whom the facility will be named.