The Challenge
In early 2004, Cause&Effect met with President and CEO Richard Mulcaster and the organization’s Communications Director to discuss the communication needs and challenges of the organization. Through this discussion, a number of issues surfaced that if addressed, would provide long-term benefits to both Vancouver Foundation and the communities it supports.
Specifically;
- awareness beyond existing information channels (e.g. website; Foundation Focus newsletter; the Annual Report) would benefit both Vancouver Foundation and it’s stakeholders;
- there is a continued need in the community for information that both educates and provides awareness of the benefits of planned giving;
- ‘stories’ continue to be a powerful method of communicating with key target audiences;
- a trusted organization supporting communities across British Columbia, Vancouver Foundation and it’s programs provide a powerful ‘brand’ with which to promote community activity.
The Solution
In order to design an effective solution, Cause&Effect associates identified key criteria to guide this project forward;
- How can we inform, educate and motivate while demonstrating Vancouver Foundation’s leadership in the community?
- How can we provide non-traditional exposure within a community context and compliment Vancouver Foundation’s current information channels?
- How can we capitalize on the power of stories to reach and motivate our key target groups?
Collaborating with Shaw Cablesystems, one of Canada’s largest cable and community broadcasters, Cause&Effect developed Caring for Communities, a 12-part television series designed to give voice to those making a difference in the communities of British Columbia.
In keeping with the goals and objectives of the project, each episode was designed to include effective and appropriate content;
- donor profiles, and how these individuals, families and corporations are strengthening communities;
- stories of how Vancouver Foundation grants are supporting the not-for-profit community;
- information that informs and demonstrates the value of planned giving;
- interesting and historical facts about Vancouver Foundation, community foundations and the not-for-profit sector;
- volunteers sharing their stories and passion for how we can all make a difference in our community.
Another key ingredient to the success of Caring for Communities was the partnership approach taken by Vancouver Foundation, Shaw Cablesystems and Cause&Effect in this initiative, enabling all concerned to capitalize on Vancouver Foundation’s reputation, resources and key contacts, Shaw TV’s leadership in quality programming and community commitment, and Cause&Effect’s vision, experience and strategic, project management.
View Caring for Communities broadcasts online.
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