Literacy Partners is the only nationally accredited adult literacy program serving New York City. For nearly 40 years, this non-profit has helped thousands of illiterate and semi-literate adult New Yorkers learn the basic reading, writing and math skills needed to succeed in day-to-day living.

Challenge

• Introduce Literacy Partners to a new generation of supporters, “Literary Associates”
• Cultivate corporate donors and increase contributions among affluent New Yorkers
• Heighten public awareness of Literacy Partners’ services
• Provide a stimulus for ongoing fundraising

Strategy

• Sponsor a cocktail party fundraiser for young, affluent “Literary Associates”
• Secure Caroline Kennedy and television personality-celebrity chef Bethenny Frankel as Honorary Chairpersons
• Hold the event at a "hot" downtown club
• Mount a full-scale media outreach campaign to publicize the cocktail party

Execution

• JGA targeted over 50 outlets in print, online and broadcast media to generate pre-event calendar listings and feature coverage of the cocktail party and its notable attendees
• JGA drafted remarks for Caroline Kennedy
• JGA ensured that top-tier Celebrity, Society, Philanthropic and General News media would attend and cover the event

Results

• JGA generated 27 media placements, including Getty Images, MANN on the Street and the New York Daily News
• This equated to over 11.2 million media impressions in outlets reaching wealthy under-40 New York City residents
• Evening was so successful that it has become an annual fundraising initiative, opening up an important new revenue stream and support for Literacy Partners from respected, young socialites and thought-leaders