An Integrated Marketing Approach To Enhance Fundraising

One of my favorite quotes from Whitey Herzog, former manager of the St. Louis Cardinals, is, “I’d rather be lucky than good.”
There’s always a little bit of luck involved in successful media relations. Getting two significant media placements on the day your organization begins its annual fundraising campaign was part luck and design.
As mentioned in a previous post, the KSDK story on Tuesday was the result of a media advisory we distributed that invited reporters to attend Wednesday night’s Friends of Scouting kickoff to cover the presentation of a Heroism Award. The St. Louis Post-Dispatch story was prompted by a news release written and distributed by an experienced adult volunteer leader in St. Charles, Mo. Here are the links:
Post-Dispatch Story: St. Charles County Boy Scout nominated for lifesaving award
KSDK Story: Local Cub Scout receives national Heroism Award
One of the goals of the Greater St. Louis Area Council’s Strategic Plan was to do a better job of telling the Scouting story.
While the ROI (return on investment) of these stories can’t be measured in terms of donations, they certainly provide momentum for a fundraising campaign in a challenging economic period.


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