Challenge:
Put Goodnation, the first online philanthropic platform using values to match donors with top-performing charities, on the map during the holiday giving season and beyond. Build credibility for the new concept by garnering high-profile media coverage of the concept.
Fresh Perspective:
- Create a sense of urgency for a concept launched in 2017 by focusing on timely angles, such as Giving Tuesday, responses to natural disasters, tragedies and large-scale events
- Position Goodnation as a thought leader on issues related to philanthropy and charitable giving, offering commentary on breaking news
- Generate a steady drumbeat of positive media coverage in recognized industry and traditional outlets to build trust among high net-worth philanthropists
Authentic Approach
Research, Research, Research
- Immersed ourselves quickly in the philanthropy landscape in order to make a quick impact
- Examined media coverage trends and influencers, ensuring our messaging was newsworthy and differentiated
- Tapped into the expertise of Founder and CEO Rob Hansen and the senior team in the areas of giving and social impact
Telling the Story
- Developed a pipeline of news releases to reach relevant influencers and build momentum
- Created expert source pitches to present Goodnation’s voice in the context of developing headlines
Meaningful Impact
- Secured a spot for Hansen in Reuters Giving Tuesday Twitter Chat along with other well-known philanthropic organizations
- Garnered local and national media coverage on KCBS, KPIX-TV and the Associated Press for Goodnation’s funds related to news events, including the California wildfires and coronavirus pandemic
- Secured last-minute national print and broadcast interviews and quotes for Goodnation executives in The New York Times, Newsmax and Bold TV
- Earned editorial coverage in key trade publications, including Inside Philanthropy and Giving Compass
- Pursued contributed content opportunities for Hansen in Stanford Social Innovation Review and Authority Magazine-Medium’s “Social Impact Heroes” series
- Generated a dozen new donor surveys and 18 new charity applications that explicitly referenced media coverage as their referral source
- Saw spikes in social media engagement and website traffic coinciding with every press release and earned editorial placements
“Goodnation had the pleasure of collaborating with the RoseComm team on our press strategy. From the beginning of our partnership, Rosemary, Lara, and Natalie were warm and easy to work with. They bring their knowledge and expertise to the table and are also interested in hearing our input and feedback. They’re more than just a PR agency; they’re champions for our cause and mission.”
-Meghan Zichelli, Director of Operations and Marketing
