Challenge
The Duke Endowment celebrated its 100th year in 2024. While that normally might get a headline or two, the Endowment needed a year-long earned media strategy designed to share the stories of its grantee partners’ successes across North Carolina and South Carolina, spanning both urban and largely rural communities.
They knew that if done well, this strategy would result in sustained momentum that would solidify their position as a valuable philanthropic partner in local, state and national media.
Insight
Part of a robust earned media strategy, targeting local stories and outlets are critical for regional, statewide and national coverage.
Our Approach
In concert with a series of 12 community celebrations in North Carolina and South Carolina, we contacted local and regional press, prepped local grantees for interviews and pitched grantee stories to larger outlets. We also elevated content with localized paid and organic social media posts to build awareness of the Endowment’s impact.
Our Deliverables
Owned: The Endowment’s centennial website, videos and e-newsletters provided a foundation for core content.
Earned: Our strong PR and media outreach amplified the successes of Endowment-funded nonprofits across two states, and ultimately reached a national audience.
Paid: Geographically targeted paid social media posts, along with public media underwriting amplified Endowment stories across the Carolinas.
Our Impact
“The Endowment wanted to mark its centennial milestone by highlighting the good work of its grantee partners, honoring our founder and sharing insights from a century of grantmaking. Throughout our centennial year, Formation worked diligently to capture powerful stories and elevate them across the Carolinas and beyond. Their efforts helped us lay a strong foundation and sparked momentum that we’ve continued, and will continue, to build upon.”
• 401 media placements in print, digital, radio and television
• 14,500 visitors to the centennial website, 33% of those from the Endowment newsletter or social media
• 35% newsletter open rate (surpassing industry rate of 29%)
• 21% increase in social media followers