2012 Nonprofit PR Awards: Fundraising

Winner: The Museum of Mathematics and MWW Group – MoMath Ramps Up the Birth of MoMath

Ranked 31st in the world, the state of U.S. math education can be best described as in need of some assistance. In February 2011, the Museum of Mathematics (MoMath) enlisted MWW Group to promote it to the media in order to reach the eyes of prospective donors.

It was a tough task—the museum hadn’t even been built yet. To overcome the challenges, MWW generated media interest by focusing on the man behind the idea. MWW found “reporters interested in New York and the uniqueness of Glen Whitney’s story, as a former hedge fund manager who decided to devote himself to starting the first major math museum,” said Jessica Shearer, marketing director.

MWW pitched the story as an exclusive to the Greater New York section of The Wall Street Journal. The resulting full-page story—complemented by MWW promoting every step of the museum’s development, which included a speaker series that recruited former mayor David Dinkins to the cause—generated additional interest from other prominent journalists.

The campaign helped MoMath raise $22 million—its fundraising goal was $18 million—ensuring that the museum will open its doors in fall 2012. —SP

Honorable Mentions:

EngenderHealth – Plant a Flower, Honor a Mother: EngenderHealth encouraged people to plant a virtual flower—honoring a loved one—to a digital flower garden available on a microsite.

Global Impact – Combined Federal Campaign of the National Capital Area: Global Impact partnered with the Washington City Paper and GovLoop, an internal social media network for federal employees, for a “Lend a Hand Happy Hour,” which connected young donors with charities.

Greenwich Hospital and Turner Broadcasting – Greenwich Hospital Under the Stars Gala Publicity Campaign Materials: The multimedia campaign centered around a charity event hosted by Regis Philbin included dinner and dancing, as well as live, silent and wine auctions, was branded with a crescent moon logo displayed all over Greenwich, Conn.

mGive Foundation and Calysto Communications & Public Relations – When Disaster Strikes: Using PR to Raise Funds and Client Visibility In the aftermath of the March 2011 tsunami in Japan, Calysto highlighted mGive’s role in raising funds for disaster relief via a partnership with CTIA’s annual trade show, reaching the eyes and ears of potential industry partners.

Taco Bell Foundation for Teens and Burson-Marsteller – Achieving Breakthrough Fundraising Results for Teens: The campaign tapped Mark Wahlberg to highlight Taco Bell Foundation successes in helping teens graduate. A full-page ad in USA Today from Wahlberg and Taco Bell’s CEO thanked and listed franchise owners who supported the campaign.