Project Description

Faces And Voices Of Recovery Capital Campaign

Background

Faces And Voices Of Recovery (FAVOR) is a nonprofit organization that is a nation-wide model for providing support and assistance to individuals and families seeking long-term recovery from substance use disorder for themselves or for a loved one. The local chapter of FAVOR in Greenville was in need of a public relations campaign to help reach their fundraising goal of $1.5 million to be able to launch the FAVOR Greenville Center. This public relations campaign was set to last seven months and was going to culminate with a FAVOR Greenville Center Celebration Event in recognition of all donors. DNA partnered with FAVOR to develop a complete public relations campaign to raise awareness on the issues of substance use disorder and recovery and their effects on the community. The target audience for the campaign included community leaders and potential donors as well as the general community.

Research was conducted in collaboration between DNA and FAVOR Greenville to develop key messages for the campaign and determine the best, most cost-effective ways to build awareness and share the need for funding. DNA conducted personal and phone interviews with community leaders who were already involved with and supported FAVOR Greenville. The interviews inspired DNA to evaluate a variety of options for using personal testimonies along with the organization’s case statement to promote the campaign and encourage support. This research showed that many key individuals in the community had been touched by substance use disorder either personally or in their family and most of them were willing to share their stories in support of the FAVOR campaign.

DNA’s research determined that a peer-based approach was the most effective way to garner support for the program and encourage those in need of help to recovery. This model inspired DNA to evaluate a variety of options for using personal testimonies along with the organization’s case statement to promote the campaign and encourage support. DNA worked with community leaders in developing their own personal testimonials to share their own voice and experience to promote the FAVOR capital campaign. Materials focused primarily on the faces of the leaders and their stories to show that no one is immune to the negative effects of substance abuse. With these faces and voices, a targeted public relations campaign was developed to share the mission of FAVOR. Pieces varied from standard press releases and advertisements to Opinion Editorials and feature stories.

Goals

The main goals for DNA were to establish a capital campaign to secure the final funds for the new Center and promote the fundraising event while raising awareness about FAVOR Greenville.

Results

DNA successfully completed the development and implementation of the public relations plan; design and contract negotiations for traditional print advertising; and event planning and execution. The complete campaign strategy included brochure development, Opinion Editorials, press releases, feature articles, traditional advertising and event planning. As a result of the public relations efforts, over 500 people attended the FAVOR Greenville Center Celebration Event in November 2012 and all fundraising goals were met. The FAVOR Greenville Center opened in the Spring of 2013.