2010 NonProfit PR Awards: Association/Nonprofit Team of the Year

Winner: Kaiser Permanente

Kaiser Permanente built upon its reputation for leadership in healthcare in 2009 with a number of high-profile campaigns, including a partnership with Eating Well to promote KP’s commitment to farmers’ markets and sustainable food. The company promotes its charitable outreach efforts internally at every level—a website matches hundreds of volunteer opportunities with employees’ skills. KP also encourages internal wellness with work/life events like a weekly hula hoop day (see above). This positive philosophy has led to positive media coverage—21,817 stories in 2009. —Jessica Clegg

The Team:

• Diane Gage Lofgren, SVP, brand strategy, communications and public relations
• Holly Potter, VP, public relations
• Danielle Cass, Healthcare and consumer PR and media expert
• Farra Levin, senior communications consultant, national media and public relations
• Keith Montgomery, director of marketing communications
• Anne Little, director of finance communications

Honorable Mentions:

Florida Realtors
Florida Realtors has been a powerful force in expanding appeal and awareness of the Florida real estate market. Highlights of the communications team's achievements include: creating and handling Florida Realtors' first-ever statewide Florida Open House weekend; and a scholarship/essay contest for High School Seniors (this is the 10th year for this community outreach program, which has awarded more than $500,000 in scholarship funding to 222 students to help with college expenses).

National Shooting Sports Foundation, Inc.

This 12-member team works with a minimal budget serving over 5,500 members of the trade association for the firearms industry. For the first time, the team implemented a full measureable strategic integrated communications plan that included a public awareness campaign for modern sporting rifles, and a complete rebranding and repositioning effort for the organization—an effort which has so far generated over 43 million impressions.

November 3, 2010