PR THAT DELIVERS DONATIONS

LEUKEMIA & LYMPHOMA SOCIETY, SAN DIEGO/HAWAII

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Background

The Leukemia & Lymphoma Society (LLS) is the world’s largest voluntary health organization dedicated to funding blood cancer research, education and patient services. Each year, the San Diego/Hawaii Chapter hosts its Annual Light The Night Walk, a two-mile inspirational journey that brings together thousands of individuals to raise funds for lifesaving blood cancer research and critical patient and family services.

In 2010, the organization attracted approximately 3,000 individual walkers, 250 teams and raised nearly $420,000. This year, LLS looked to Stalwart Communications, a performance-based PR and Marketing agency, to provide creative solutions and raise awareness for the event. In addition to securing day-of-event coverage, the primary goal was to secure placements leading up to the Walk and increase donations and participation.

“Despite the current economic challenges, we set an aggressive goal to raise more money than the previous year as well as connect more with the public and educate them on this deadly disease. More than 957,000 Americans are battling leukemia, lymphoma and myeloma. It’s our goal to provide funds for research to cure these blood cancers while also help individuals suffering with these illnesses to live better, longer lives,” said Jeff Wheeler, Senior Campaign Manager of the San Diego/Hawaii Chapter.

Solution:

After learning more about LLS’ goals, Stalwart Communications uncovered various ways to raise awareness for the annual Walk. In addition to the standard tactics such as adding the Walk to community calendars and inviting media to cover the event, the agency felt that there was a very important component that hadn’t been incorporated in years past; sharing stories of survivors and those who are still battling with leukemia, lymphoma and myeloma.

Each year, LLS selects a few patients to honor and Stalwart Communications wanted to share those inspiring stories with the hero’s local media outlets. If fellow community members didn’t know someone before battling blood cancer, this was an opportunity to touch them with a story of someone in their neighborhood and encourage them to get involved.

In addition, Stalwart Communications wanted to highlight some of the unique ways in which supporters and companies were raising funds for the event. For example, Stalwart Communications also formed a team and hosted a “Putting for a Purpose” miniature golf fundraiser. The agency teamed up with numerous companies for prizes and created a fun event that attract donations and new walkers. The event was covered by media outlets and KUSI news attended the event as well.

Results

As a result of Stalwart Communications efforts, they were able to secure a slew of online, print and TV stories in various outlets, with more than 75 percent coming ahead of the actual event. The coverage included:

TV Coverage:

NBC 7/39 News: Chief Petty Officer, Melissa Haskins, and Kristin Sacco were interviewed and promoted the Light The Night Kick-off Luncheon.
Fox 5: Chief Petty Officer, Melissa Haskins, shared her story and her doctor discussed the disease.
KUSI: Covered the agency’s “Putting for a Purpose” miniature golf fundraising event.
KUSI: Covered the Light The Night Walk at the Del Mar Fairgrounds.
Channel 10: Covered the Light The Night Walk at the Del Mar Fairgrounds.

Online/Print Coverage:

San Diego Union Tribune: Published a story on the Light The Night Walk.
East County Magazine: Published a story on Honored Hero, Arnie Levine.
Mount Helix Patch: Published a story on Honored Hero, Arnie Levine.
La Mesa Courier: Published a story on Honored Hero, Arnie Levine
.Poway Patch: Published a story on Poway High School survivor who was the main focus behind San Diego State University’s College of Business Administration’s team.
North County Sun: Published a story on the Light The Night Walk.
San Diego Daily Transcript: Published a story on the Light The Night Walk.
Coast News: Published a story on the Light The Night Walk
Del Mar Times: Published a story on the Light The Night Walk.

The additional coverage was a key factor in the 2011 Walk bringing in nearly $450,000, which is the most raised by the San Diego/Hawaii Chapter to date. In addition, approximately 3,500 individuals and 250 teams participated in this year’s event, which is a significant increase compared to previous years.

“We were thrilled when LLS looked to our agency to devise creative solutions and story ideas to raise more awareness for the event than in years past,” said David Oates, President at Stalwart Communications. “This project was one of our favorites because it allowed our team to get to know the honored heroes on a personal level and then share those inspiring stories with their communities. Promoting the Light The Night Walk was rewarding on so many levels and we hope to help other chapters achieve the same success!”