Case Study:
YWCA

The client:
The YWCA serves more than 35,000 women and families in King and Snohomish counties each year with critical services aimed at ending homelessness, creating self-sufficiency, caring for youth and providing safe havens from domestic violence.

The objective:
Moore Ink. was hired in November 2001 to develop and implement public relations strategies for a $39.2 million capital campaign. We were retained following the successful completion of the campaign to continue to provide strategic communications support.

The strategy:
Emphasize the unique character of the YWCA campaign to generate media attention, focusing on “women helping women” and leveraging the YWCA’s broad support in the philanthropic community.

The tactics:
Developed a strategic communications plan, identified media story ideas and generated media coverage, wrote and managed the organization’s 2006 (PDF, 1.4 MB), 2003 (PDF, 2.1 MB) and 2002 (PDF, 1.7 MB) annual reports (PDF) to maintain a connection to the campaign, helped ensure that all communications to all audiences maintained consistent messages.

The results:
The campaign exceeded its goal by nearly 10 percent, raising $42.7 million. Media stories included more than 15 in-depth features in the Seattle Times, Seattle P-I, King County Journal, Puget Sound Business Journal, KOMO-TV, KING-TV, KIRO-TV, KCPQ-TV and Northwest Cable News.