Rose Community Foundation
Integrated Campaign Builds Awareness of Rose Community Foundation’s Impact in the Denver Community
With more than two decades of experience in values-driven philanthropy, Rose Community Foundation draws on its rich heritage to foster an inclusive, engaged and equitable greater Denver community by helping generous families, individuals and groups create positive change through their giving and by investing in nonprofit organizations driven to make a significant difference.
Challenge
While its unique identity sets it apart, Rose Community Foundation also faces challenges of raising awareness of its work and helping potential new donors see themselves in the organization in a fresh way. The Foundation serves a growing 7-county region in Denver where competitor foundations are also vying to engage new donors and people new to the community. It’s critical to elevate visibility of Rose Community Foundation and grantee stories in greater Denver, in addition to continuing engagement with current donors, grantees and partners, as the organization continues to grow its impact.
Our Approach
To support Rose Community Foundation’s need to build awareness with new audiences and continue engaging current partners, GFM|CenterTable created a strategic communications plan to elevate thought leadership and grantee work in the community through a variety of tactics, including earned media, paid media and social. The plan was organized around high-level themes that guided storytelling efforts across channels throughout the year.
Solution
GFM|CenterTable built awareness among priority audiences about how Rose Community Foundation is rooted in its Jewish legacy while embracing a unifying and forward-facing approach, in addition to creating new awareness about the Foundation’s values and work being done with grant cycles, grantees and community partners to generate a new base of donors.
Media relations outreach to local, hyperlocal, trades and a handful of national outlets resulted in coverage on grantee success stories, while desk-side meetings helped Rose Community Foundation develop new relationships with reporters who are instrumental in telling stories around complex initiatives such as the Newcomers Fund. GFM|CenterTable also created a social media strategy and Platform POV to guide Rose Community Foundation’s efforts across social channels and created the Foundation’s first-ever Reels content featuring grantees and Foundation team members. Additionally, an annual paid media plan rooted in partnerships and creative approaches to storytelling amplified stories across digital sponsored content, print ads, e-newsletters and more.
Results
793M
Media coverage included 1.12K mentions of Rose Community Foundation and 793M impressions. Newcomers Fund coverage was included in Denver7, 9News, FOX, Ch. 4, Denverite, The Denver Post, The Colorado Sun, Denver Gazette, 5280 Magazine “The Local” newsletter and Univision.
6 + 1 + 2
Created six Instagram Reels. Developed one longer form video and two 30-second cut-down videos.
510,202
Developed a story on three ways to get involved in Denver and amplified the content via a paid partnership, garnering a total of 510,202 impressions with an average of 2 minutes and 39 seconds of time spent on the content. From the story, 16% of readers clicked through to the Rose Community Foundation website.
545,121
Developed four stories highlighting grantees, nonprofits and meaningful giving and amplified the content via a paid partnership, including promotion on e-newsletters, banner ads and social media, garnering a total of 545,121 impressions. Readers that clicked through to the Rose Community Foundation website viewed between 3 and 6 pages well above expected engagement levels.
316,312
Partnered with a local news outlet to highlight Rose Community Foundation as the Community Sponsor of one of their nonprofit focused events, which included CEO Lindy Eichenbaum Lent co-hosting the event and leading a VIP roundtable with honorees.