Home
Safe Horizon Hope Shining
Nonprofit Marketing
OVERVIEW | Safe Horizon (SH), a New York City-based nonprofit organization and the nation’s leading victim assistance organization dedicated to providing support to victims of violence and their families, approached Cone in early 2006 to evaluate its current programs and provide counsel on how to better position the organization for long-term, national corporate sponsorships. After in-depth analyses of the individual programs, services and the overall organization, the Cone team recommended development of a cause platform with four signature cause campaigns that would help SH meet its larger corporate development objectives. |
PROGRAM ELEMENTS | Working closely with SH’s marketing and development team, Cone created the issue platform of self-empowerment to serve as an overarching umbrella that would ultimately tie together messaging of the four distinct cause campaigns. The team determined that children aged 0-12 would be the appropriate audience for the first, new cause campaign. This audience was selected based on a combination of: existing assets focused on children, corporate and consumer interest in targeting this audience, trending media coverage, and a confluence of internal interest among SH leadership. As a result, the Cone team developed a multi-dimensional, integrated signature cause program called Hope Shining. |
RESULTS | Cause branding results include:
|
