YWCA celebrates a century of Texas women, progress

Earlier last year, the YWCA of Metropolitan Dallas partnered with Levenson & Brinker to celebrate the organization's 100 years of service to the local community with a fundraising gala and educational effort, "100 Women, 100 Years," inviting citizens to vote and celebrate local Texas heroines.

Earlier last year, the YWCA of Metropolitan Dallas partnered with Levenson & Brinker to celebrate the organization's 100 years of service to the local community with a fundraising gala and educational effort, "100 Women, 100 Years," inviting citizens to vote and celebrate local Texas heroines.

With these events, the YWCA sought to generate awareness about the organization, its services, and the importance of providing financial support to programs that help the next generation's crop of female leaders.

Strategy
According to Barbara Mossachio, CEO of YWCA of Metropolitan Dallas, the "100 Women, 100 Years" effort was intended to simultaneously promote the 100th anniversary of the YWCA, along with the efforts of women who made a difference in the local community.

Another key goal was to reintroduce the organization to the general public, says Hank Tatum, senior consultant at Levenson & Brinker.

Tactics
In development for a year, the YWCA and Levenson built up its centennial gala, held May 3, with a steady drumbeat of local media coverage to drive ticket sales for the gala and increase donations to the organization.

Community members were encouraged write in or e-mail nominees to be honored and a committee later voted. In January, the PR team planned a launch party where the names of the 100 women were announced, as well as a "birthday party" held in March for the general public and media. A display of the 100 women was unveiled at the gala, where Natalie Cole performed.

Results
The gala raised more than $1.3 million dollars and more than 300 nominations for the "100 Women."

Outreach was considered a success, Tatum says, including coverage on the most widely watched morning show, Good Morning Texas.

Future
The display of "100 Women" will continue to travel to local venues through March 2009.

PR team: YWCA external comms and Levenson & Brinker PR (both Dallas)

Campaign: 100 Women, 100 Years

Duration: January-May 3, 2008

Budget: approximately $500,000

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