Giving a platform to local change agents with USA TODAY Network

Opportunity

In 2017, USA TODAY Network introduced a corporate social responsibility program, A Community Thrives (ACT). Backed by the Gannett Foundation, the program delivered $600K in grants to deserving nonprofits across the nation. Despite its good work, the program faced low internal and external awareness, and left many nonprofits feeling discouraged for future grant opportunities from our brand after not being selected for funding support.

Approach

From 2018-2021, I led the program development and marketing efforts for ACT, transforming it into a hybrid grant-making and crowdfunding program in partnership with leading fundraising platforms to ensure every nonprofit had a chance at receiving funds from the Gannett Foundation. Every year, I launched a multi-channel marketing campaign across +150 newsrooms, equipping local teams with customizable assets and enabling writers to spotlight participants and winners in ways that resonate with their distinct communities.

Impact

+$15M to nonprofit orgs

Over $15M in grants and crowdfunding distributed to nonprofit organizations from 2018-2021.

+150 newsrooms

All +150 local newsrooms across the USA TODAY Network received marketing materials and content packets to share the program with their audiences.

Shorty Social Good Award

Honored as a Finalist in The Shorty Social Good Awards in 2018

+24K unique donors

In 2021 alone, more than 24,000 unique donors crowdfunded to support of hundreds of nonprofits, transforming the initiative from passive CSR effort to a truly grass-root initiative fueled by USA TODAY’s +150 local news brands.

USA TODAY Coverage of Winning Organization