The solution:
Im-aj quickly developed a strategy to raise awareness of the organization’s life-altering work by telling the stories of the families being helped by the organization through various segments of the media, including feature articles, real estate news, and broadcast consumer reports. To capture the media’s attention, Im-aj personally delivered a “welcome to the neighborhood” food basket, a “key” to the initial press conference, and an eye-catching, comprehensive press packet that included a descriptive and compelling brochure on Project Imagine, as well as vignettes of the families available for interviews. Having the families who benefit from Project Imagine share their struggles with the public helped put a face to the organization, raise awareness of their work, and create a desire to support them through the house raffle. To keep the story fresh in the media throughout the course of the campaign, Im-aj regularly updated the media on the status of the house construction and the increasing number of donors who were making it all possible. This strategy provided the media with new story ideas and opportunities to cover events and activities.