SPECIAL SERVICES
  BROADCAST EMAIL 
  FILES DROPBOX 

SHARE THIS PAGE
PCI ON FACEBOOK
PCI ON LINKEDIN

 

Who we work with

Health Care: Non-profit

Case Histories

Creating a Lifeline for LGBTQ Health Center

Situation

In October 2010 a crisis threatened to shut down one of the nation’s oldest and largest lesbian, gay, bisexual, transgender & questioning (LGBTQ) health service agencies, Howard Brown Health Center, which needed to raise $500,000 in 50 days or close. Complicating the challenge was damaged community confidence and waning support following an investigation into fund mismanagement. Howard Brown called PCI on Oct. 27 seeking assistance to reach the LGBTQ community and explain that unless the center raised $500,000 before Christmas and bridged a budget short fall, it would close. To save the Center, PCI and Howard Brown created the “Lifeline Appeal” and an integrated communications campaign to restore LGBTQ community support and raise critical funds.

Action

Research: It was critical to research the issues that led to the crisis and to understand community concerns. PCI conducted numerous interviews with the new CEO, members of the Howard Brown management team, board executive committee members, and leaders of peer LGBTQ service organizations. PCI also conducted an analysis of the center’s financial situation and proposed recovery plan; database searches of gay and mainstream media coverage; and a media message assessment.

PCI then created a plan designed to: 1) address negative perceptions of the center in the tight-knit LGBTQ community and 2) raise the necessary funds to keep the center open. The plan’s strategies included full disclosure of details related to the financial crisis and Howard Brown’s plan to address it, launch of an LGBTQ community public appeal driven by personal stories of lives changed and saved by Howard Brown, campaign logo creation, media outreach with weekly campaign updates, engagement of third-party advocates and local businesses, and celebration of all successes – large and small – to show appreciation for community support.

Execution: Urgency to raise funds demanded fast action, and the “Lifeline Appeal” campaign was launched at a news conference at Howard Brown Health Center on Nov. 4. Preparation for the announcement included extensive message and Q&A development supporting the strategies; board, staff and community leader meetings; materials preparation, media materials, website and Facebook information; and plans for sustained media and LGBTQ community outreach.  PCI’s design team created the “Lifeline Appeal” visual identity -- a heart with a monitor line in the outline of the Chicago skyline through the middle – used to help chart the campaign’s progress both in the community, including in the windows of Howard Brown’s three brown elephant resale shops, and online.

On Dec. 1, World AIDS Day, the team announced a challenge called The Power of 25 Campaign, which gave $25 for each new Howard Brown Facebook fan, up to $25,000. The goal was matched in less than 72 hours and produced nearly 10,000 new fans, who the Center will work to convert into future donors. The true impact of Howard Brown’s services is best told in the words of the diversity of people it serves each year, so the campaign made personal stories public through its 50 Stories in 50 Days series. The two-minute videos showcased 50 people talking about how Howard Brown changing their lives. The videos were posted on YouTube, Facebook and Howard Brown’s website and were used in campaign mailings.

Results

Program results far surpassed each program objective and accomplished what Howard Brown CEO Jamal Edwards called:  “a community miracle.” Taking Howard Brown’s appeal public had an immediate – and stunning – result. The father of a former Howard Brown patient saw the campaign media coverage and called with a $200,000 donation the next day.

The program mobilized the LGBTQ community and:

  • Rebuilt community trust. As the campaign rolled out and community support grew from individual donors, the Windy City Times changed its editorial position from critical to complimentary of Howard Brown and called on the community to donate to the campaign. More than 1,600 individuals and businesses donated during the 50 days, and Howard Brown staff supported 24 small community-based events that generated from $2,000 to $25,000 for the appeal. Media relations outreach throughout the campaign garnered 90 media placements, with an audience of more than 162 million.
  • Raised $500,000 in 50 days. On Dec. 23, the 50th day of the “Lifeline Appeal,” the team orchestrated a Howard Brown news conference to announce the campaign’s success: 1,600 donors had given an astounding $658,000 primarily from the LGBTQ community and created a “lifeline” that saved the healthcare center.
  • Increased Facebook followers and raised funds online. Efforts to build Howard Brown’s Facebook network increased followers by 600 percent using The Power of 25 Campaign. It added nearly 10,000 new fans and engaged followers in helping raise $25,000 for the “Lifeline Appeal.”
  • Changed board and leadership. Board leadership came to understand the importance of demonstrating to the community that it really is a “new day” at Howard Brown. With PCI counsel, the Board created a Responsible Transition Plan. On Jan. 1, 2011, a new chairwoman assumed leadership of the board. Also, all board members who served prior to June of 2010, agreed to resign during a six-month period. By July 1, 2011, at least 12 new board members, vetted by a newly established, commuity volunteer nominating committee, will be in place to guide Howard Brown in its continued service to the LGBTQ community.