Michigan Nonprofit Association
Uplifting 1,373 local nonprofits impacted by the pandemic
Goal: The Michigan Nonprofit Association and the Michigan Department of Labor and Economic Opportunity faced the rewarding task of selecting recipients for $35 million in COVID relief funds, dedicated to assisting small charitable organizations that were impacted by the pandemic. Bellwether PR was brought on board to ensure the announcement got the news coverage it deserved, and that the important role these small organizations play in their communities would be uplifted and amplified.
Notable Awards/Recognitions:
- 2024 CMPRSA PACE Award of Excellence for Media/Press Kits
Research:
The primary formal research conducted for announcing the recipients came down to identifying an accurate list of journalists in every corner of Michigan that would be interested in stories relating to local nonprofits, government programs, and impacts of the pandemic. That research was then matched to the list of 1,373 recipient nonprofits to highly target awareness of the awardees to outlets interested in the local impact of the Michigan Nonprofit Relief Fund. The selection of the correct media contacts was done through Bellwether PR’s media database and supplemented by a review of local newspapers and broadcasters found through Google, internal lists, and partner lists such as the Michigan Press Association and Michigan Association of Broadcaster member lists.
Action Plan & Communication Overview:
With target media identified, Bellwether PR began the development of the event, held virtually to accommodate reaching outlets statewide. A Zoom event was strategically planned to maximize the reach and use of the content shared during the announcement and accompanied by a robust media kit consisting of a statewide media advisory, a statewide press release, a press release template for individual nonprofit use, a statewide listing of all recipients, a video recording of the event, as well as regional media advisories distributed after the event with localized grantee lists. As a benchmark, when the Michigan Nonprofit Relief Fund was announced in February of 2023, that initial media push resulted in a reach of more than 20 million impressions and 61 news stories. Our goal was to exceed those initial numbers and achieve at least 25 million impressions through more than 75 news stories.
Evaluation:
Despite other competing breaking news, the announcement far exceeded the objectives set. With a total of 163 media hits, we achieved a reach of more than 132.8 million. While the numbers reflected a successful earned media outreach effort, the ultimate goal of telling the stories of the 1,373 selected nonprofits and their ability to continue serving their communities was a resounding success.
