Blind Babies Foundation has been providing critical early intervention and education services throughout 14 Northern California counties for nearly 60 years – and largely under the radar. In order to maximize donations, build brand awareness among foundations/major donors/potential clients, and be consistent in messaging, Blind Babies Foundation asked LCI to undertake a strategic communications program to help celebrate its big anniversary.
LCI utilized the 60th anniversary to leverage success stories that emphasized the importance of the work that Blind Babies Foundation provides to families. Consistent messaging provided the foundation for all communications for both in-house and out-of-house stakeholders (Board, employees, donors, press, Northern California community, foundations, etc.) reminding those audiences of the foundation’s good works and the part they play in its success.
With a comprehensive competitive analysis and messaging platform, LCI first created a foundation for communications that positioned the Blind Babies Foundation as the unique provider of services to families with blind babies throughout Northern California. LCI also sought to uncover “success stories” in both the Bay Area and the Central Valley, the two California locations critical to growing the nonprofit’s donor base. In our initial research, LCI discovered that one of the original “blind babies” is now a jazz musician who LCI recommended become a centerpiece for the 60th anniversary PR campaign. He was featured in a PSA which LCI helped secure and produce through TV partner KGO TV (ABC-San Francisco) and became one of the honorees for the 60th anniversary gala. He also became a profiled success story for TV, print and radio. LCI also leveraged the unique “Beeper Egg Hunts” that BBF hosts annually during Easter time for TV, print and radio coverage. LCI also targeted securing proclamations that celebrated the 60th anniversary from key influencers and politicians.
Results included the first major coverage ever for the nonprofit organization, in key media important to its donor base, including the San Francisco Chronicle, San Francisco Business Times, Comcast Newsmakers (broadcast during CNN Headline news), Univision, television stations in the Central Valley (KMPH TV (Fox) and KSEE TV (NBC)) and the Bay Area (KGO TV (ABC) and regional Bay Area Magazines (such as Diablo) as well. LCI also secured proclamations from California Senator Barbara Boxer and San Francisco Mayor Gavin Newsom.