The Giving Back Fund is a nonprofit that creates and manages charitable foundations for professional athletes, celebrities, high net worth individuals, and corporations. The Giving Back Fund hosts an annual fundraising initiative during Super Bowl weekend named ‘Big Game Big Give’. The 2019 event was hosted by Ludacris and featured a performance by the Black Eyed Peas. The Atlanta Super Bowl was only 4 months away when they turned their attention to marketing.
The California-based nonprofit didn’t have any established relationships or media contacts in Atlanta. They realized in order to reach their $1 million fundraising goal and 500 attendance goal, they needed powerful strategic partnerships in the local community.
To prompt organic engagement, Thinkzilla needed to find sources of authenticity in the city. We need to develop content, story angles, and brand engagement strategies that were uniquely tailored to the voices of Atlanta
Thinkzilla utilized our robust database of bloggers, celebrities, influencers, professionals and media contacts. Whether it was the CEO of Atlanta’s Black Business League or a local twitter personality with half a million followers, we used our collaborative style to entice influencers to become personally invested in the cause.
We leveraged our relationships with local firestarters to act as kindle for word-of-mouth. We then amplified that organic reach with Facebook and Instagram paid ads.
We also assembled a broad host committee of influential people in Atlanta’s social and professional circles. Equal representation is the only pragmatic way to ensure different parts of the community are effectively reached.
We brought aboard radio personalities and ensured The Giving Back Fund would be a hot subject at the Super Bowl’s Radio Row.
We designed a unique sponsorship deck that attracted luxury corporate sponsors and secured press credentials for the client team to enter the exclusive area and engage with potential donors