- Case Study -
Gift of Adoption
Next PR proudly teamed up with Gift of Adoption as one of its Conscious Capitalism partners. The mission? To elevate the organization’s reach to both potential donors and families in need of adoption support.
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THE CHALLENGE
Gift of Adoption, a national nonprofit providing grants to help complete the adoptions of children in vulnerable circumstances, already had a strong network of board members, families and employees who were passionate about the organization’s mission. In fact, the organization was preparing to celebrate a company milestone – helping its 5,000th child unite with a forever family since its founding in 1996.
Like many nonprofits with small but mighty teams, Gift of Adoption needed a strategic PR partner to help amplify its reach across both local and national audiences. That’s where Next PR stepped in!
HOW WE GOT THERE
Next PR kicked off the six-month, pro-bono partnership by building an integrated public relations campaign around the 5,000th child announcement, including media relations and social media recommendations.
The team created the hashtag #5000MoreWait, a nod to how far they’ve come while showing their drive to continue the adoption momentum. Through press release distribution and local and national media outreach, Next PR secured several opportunities for the 5,000th family and Gift of Adoption to share their inspiring story.
Following the announcement, the team conducted thought leadership outreach focused on additional families that were impacted by Gift of Adoption grants. These efforts led to comprehensive features in People Magazine and LGBTQ Nation, linking readers back to the Gift of Adoption website to learn more about how to donate or benefit from grants.
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THE RESULTS
By the end of the engagement, Next PR helped Gift of Adoption highlight four different family stories in 19 media placements across national, trade and local media. Fifty percent of placements included a link to drive readers back to the Gift of Adoption website to learn more about the organization, donate and find ways they could get involved.
One interview opportunity even led to a board member receiving LGBTQ Nation’s “Hero Who Leant a Helping Hand” award, highlighting the important work they continue to do in the adoption advocacy space.
The cherry on top of a successful partnership? A feature story in PEOPLE Magazine, highlighting the long-term impact of Gift of Adoption’s mission for families and children in vulnerable circumstances, that drove 238 website conversions one week after publishing.