CASE STUDY: Robert F. Kennedy Children's Action Corps

• Marketing Communications to Support a Capital Campaign -- Pro Bono Work

The Robert F. Kennedy Children's Action Corps is a child welfare agency that provides services to children at risk in Massachusetts. Patricia Kennedy has been a board member for more than fifteen years and chair of the development and public affairs committee for the past ten years. Until recently, the agency's funding has come primarily from state contracts, supplemented by fundraised monies through events. The need for new funding sources has increased as the RFK Children's Action Corps is gearing up for a capital campaign with a planned goal of $12 million to build a new campus in Lancaster, MA. During the past three years, Pat has provided direction and consulting to the board and staff to prepare the agency for the capital campaign.

Strategic Communications

• Brand development - We first revisited the agency's name and logo, messaging, positioning and conducted an audit of communications materials. Following this work, Pat worked with the agency's executive director and members of the senior staff to interview and select a graphic design firm to refresh the existing logo and produce new agency materials.
• Public Relations - Because increasing awareness of the agency, its mission and work is critical to the eventual success of the capital campaign, Pat led the effort to plan a stepped-up public relations program. This included recruiting and hiring Teak Media Communications to implement the media plan.
• Development Program - Concurrent with refreshing the agency's brand and implementing a media relations program, the board, under Pat's leadership, selected a development consulting firm to help the agency develop a truly comprehensive fundraising plan with the eventual goal of launching the capital campaign.

Results

"Pat's expertise, experience and clear guidance has been extremely beneficial as we begin to prepare for a capital campaign. Her understanding of all the necessary components and how to integrate them into a cohesive program has been invaluable to the effort."

Edward P. Kelley
Chief Executive Officer
Robert F. Kennedy Children's Action Corps

The RFK Children's Action Corps has a new logo (see above), a first ever annual report, and a newly formatted newsletter with emphasis on delivering carefully selected messaging in addition to news. More than 50 articles and features have appeared in print (three million readers) and three televised segments have aired since the public relations program began. These activities will enhance and support the comprehensive fundraising program and the eventual capital campaign. To date, the agency had revamped its board structure to support development goals, instituted a formal solicitation process and is in the process of augmenting its development and public relations staff.

The Robert F. Kennedy Children's Action Corps is well positioned to begin the next phase of work.