OVERVIEW
The Communities in Schools (CIS) model to keep kids in school is very successful and has proven to increase graduation rates. CIS developed fundraising campaigns around key dates during the school year.
When they decided to incorporate cause marketing into their development strategy, the back-to-school time frame was already fairly saturated with cause marketing campaigns.
Therefore, For Momentum recommended that CIS focus cause marketing efforts on an alternate school year milestone more relevant to CIS’s mission: graduation. The market is fairly quiet during graduation season, which allows CIS an opportunity to “own graduation” and generate prospect interest.
IMPACT
ForMomentum was able to transforming what had been a less than six-figure annual commitment into an integrated, three-year, multi-million-dollar cash and in-kind relationship.
TAKEAWAY
Persistence was key to generating new interest, but creating a new messaging strategy was equally important to creating a successful campaign. Today, Rebuilding Together and HGTV continue to enjoy a robust and rewarding cause marketing partnership.
