Media collaboration helps boost community generosity

Posted on February 01, 2012 by Debra Jacobs, president and CEO of The Patterson Foundation

What happens when nearly all major media outlets in a community partner for the greater good?

You keep thousands of individuals and families on the verge of homelessness off the streets.

For the past three years, print and digital media outlets in Sarasota, Florida have agreed to partner and collaborate -- sharing messages, advertising space and articles about the Season of Sharing Campaign. Season of Sharing is led by the Herald-Tribune Media Group in partnership with the Community Foundation of Sarasota County. Funds raised from the campaign help families and individuals avoid homelessness as the next solution to the financial crises they face in Sarasota, Charlotte, Manatee and DeSoto counties.

As part of the strategic communications team for The Patterson Foundation, we realize this kind of partnership and collaboration among media partners is virtually unprecedented. Because of this, The Patterson Foundation for the past three years has announced dollar-for-dollar matching challenges to inspire even greater generosity.

What are the results?

Last year alone, more than $1.58 million was raised, helping about 2,500 families.

Are there more opportunities for media to collaborate around causes? What conditions make these partnerships a success?

  • Learn about these and other concepts used in TPF's approach to philanthropy.


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