Despite being a local institution since 1945, most Pittsburghers don’t understand The Pittsburgh Foundation’s role in regional philanthropy. We saw their annual “Critical Needs Alert” public giving event as an opportunity to increase brand awareness — and make a difference in our community.
Our approach was to create a community movement, not just an ad campaign. Under the campaign hashtag #ONEDAY, we developed a multi-channel communication strategy that included a robust social media effort, digital advertising, and an emotional TV spot — we even negotiated a series of Foundation staff appearances on the “Pittsburgh Today Live” TV news program.
Year after year, the giving event continues to shatter giving records. Since our #ONEDAY campaign began, site traffic has increased over 400% and annual public giving has increased from an average of $490,000 to more than $1.1 million — and has made a major impact in the lives of the most vulnerable members of our community.
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