2013 Nonprofit PR Awards: Branding/Rebranding

Winner: Florida Realtors – Florida Realtors PAC, "I Give Because..." Campaign

The purpose of rebranding RPAC (Realtors Political Action Committee) as Florida Realtors PAC was twofold: create a stronger identity that ties the committee more closely to Florida Realtors as the state association, and create a stronger bond between Florida Realtors PAC and its members. With that in mind, the Florida Realtors proceeded to launch the “I Give Because…” PR campaign. The campaign’s objectives were to energize the Realtor membership to give to the PAC as an investment in their profession, raise more funding for the PAC and build awareness and a favorable opinion of Florida Realtors PAC among members and state legislators.

To support the campaign, the Realtors PR team created videos of Realtor members’ stories and developed a new logo. It added the new logo, along with “I Give Because…” elements, to the Florida Legislative Center Web page on floridarealtors.org and created social messaging for the new Florida Realtors PAC, including a special section on Florida Realtors Facebook page. The pièce de résistance was a unique Florida Realtors PAC website, featuring a timeline of public policy milestones, achievements and other relevant content.

The rebranding effort paid off, with candidates supported by the PAC attaining a 93% success rate in the 101 races for Florida House and Senate seats. And with its “I Give Because…” leading the pack, members’ participation in political advocacy grew by more than 6% in 2012, compared with 2011. The PR campaign also exceeded both the Major Investor and Presidents Circle participation goals set by the national Realtor association (NAR) in early 2012. —MatthewSchwartz 

Honorable Mentions:

• #GivingTuesday Communication Team - Let's Get Out the Give this Holiday Season with #Giving Tuesday

• IES Abroad

• Longwood Gardens - Refreshing A Cultural Legacy Brand

• Society of Teachers of Family Medicine - STFM Logo and Corporate Rebrand

• Strategic Image Inc. - Catholic Charities Money School

Back to the 2013 Nonprofit PR Awards


Comments Off


About Bill Miltenberg

Community Editor at PR News.

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.