2010 NonProfit PR Awards: Digital PR & Marketing

Winner: National Association of Home Builders - NAHB Home Buyer Tax Credit Public Awareness Campaign

After the recession-rocked housing market cast a pall over 2008, by the early months of the following year the federal government decided to intervene with a first-time home buyer tax credit. To galvanize the effort aimed at buoying the market, the National Association of Home Builders (NAHB) struck out on an intensive, all-points plan to ensure that potential home buyers were equipped with the knowledge and resources they needed to take advantage of the credit.

The pillar of NAHB’s initiative was an educational Web site—FederalHousingTaxCredit.com—that provided consumers and experts with a go-to resource on all things tax credit. Over the 14-month period of eligibility, the site received more than 11 million visits. Related videos on YouTube were viewed nearly 100,000 times. And its Facebook page had nearly 16,000 followers. —Richard Scott

Honorable Mentions:

American Society of Anesthesiologists & FD - From Lifeline to Online: Anesthesiologists for Vital Health

Building on its successful “Lifeline” campaign, the American Society of Anesthesiologists, together with communications consultancy FD, expanded the awareness-building campaign into digital waters in 2010, including quarterly reports and an interactive online tool designed to improve wellness. The initiative has gained traction through key outlets, including Newsweek and NPR. To date, some 5,000 consumers have visited the online wellness tool.

Texas Health Resources - Texas Health Quality Newsletter

In an effort to showcase its leading efforts in driving healthcare quality, Texas Health Resources embarked on an e-newsletter campaign to reach key external contacts. Squaring the content on quality initiatives, as well as important industry trends like emerging technology, the PR team achieved not only robust open and click-through rates—40% and 20%, respectively—but a significant boost in consumer perception about Texas Health’s leading market position.