I love cause marketing. Not when it?s manipulative but when it?s authentic. This is one of those stories. One of my friends on Facebook asked me to do some PR for his grandson. I told him I was too busy and would like to help out, but had to decline. Then he sent me the story and having the hippie heart that I did, I couldn?t turn it down. I?m glad I didn?t because it illustrates how much a strong story can sell your cause, your business or your ideas.
This is what Les said: Thanks for willingness to help. Any help at all will be greatly appreciated. What I need most is publicity right now.?We?ve?had lots of volunteers for everything else. Here is the story.
Then he told me the story (condensed). It was too good to pass up!
My grandson Nathan has brittle bone decease. He is an amazing little guy with an incredible attitude in the face of averaging one break a month. He is a miracle because he wasn?t supposed to live past birth?Nathan proved all the doctors wrong and will turn 6 years old this November. In that time my daughter has set more broken bones that most doctors will in a lifetime. Through it all Nathan is one of the happiest boys you will ever meet. He has an excitement about life that is contagious. Everyone who meets him instantly falls in love with him.
We are trying to raise money to help make Nathans life a little easier and help him to gain more independence. The community has come together to help in the effort and we are holding a benefit concert/art show for him.?
He told me more about the event and gave me links to the Facebook page devoted to Nathan. He linked to past stories in the media about Nathan. Essentially he sent me a very effective story for a press release. I used it as the basis for one and sent it to media in Utah. That is all that I did. Essentially just distribute the story to reporters. I didn?t make a phone call, email anyone, or do anything except send a press release. That?s the last I heard of it until Les messaged me after the event.
He said:
The evening went very well. All of the acts were wonderful and the artists were great as well. We raised about $3,000 from the event and close to $6,000 from online donations due in large part to the news story. so all together it boosted our totals by close to $9,000 dollars. It also inspired someone to contact us about doing a golf tournament for Nathan.
One interesting note. Nathan broke his arm just before the event. He didn?t tell anyone because he didn?t want to ruin the fun. My daughter didn?t catch it until the KSL video. He did the video with KSL with a broken arm. I can?t even imagine that. the kid is amazing.
Thanks for your help. You made a difference in his life.
The story was picked up?by KSL and the response was immediate. Before reading it, I admit to feeling guilty that I didn?t attend the event or do more to follow-up with the media. Still, it was gratifying to see that the little work that I did helped Nathan and his family. Also important to the story is the new opportunity that opened up ? a golf tournament.
There isn?t a better feeling than helping kids out, especially since I became a parent. These stories tear my heart out.?This ?reminds me of the power of PR and what it can mean to businesses and people?s lives. It?s why I love what I do. Like I say in my book, the key to getting news coverage starts with a strong story, especially a story that resonates with people emotionally.
I?m so glad I said yes.
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