RPM Advertising

Case Studies > Chicago Public Library Foundation


Fundraising campaign for Chicago Public Library


Extraordinary TV exposure as PSA runs over 3,500 times in first month

Contributions more than double with a 94% increase in first-time donors
 

Summary

The Chicago Public Library Foundation needed to raise awareness and donations for its highly acclaimed Teachers in the Library program – an essential community service where kids get help with homework from real Chicago school teachers. With time running out, the Foundation turned to RPM for an entire PSA initiative.

Challenge

Generate awareness for Teachers in the Library and the Double Your Dollars campaign where the Chicago Sun Times generously matches donations dollar-for-dollar. Everything needed to be developed, executed and on-air within three weeks.


Opportunity

RPM developed the “Get Smarter” campaign concept featuring an 8-year-old library spokesman who’s on a mission to “get donations, man!” Working with local stations, RPM lays the groundwork for widespread coverage of the city.

Results

In its first month on-air, the PSA ran over 3,500 times on broadcast television and local cable stations. More than $334,000 in donations were raised – over $182,000 more than the previous year. Overall, donations more than doubled over the previous year, and gifts from new donors increased 94%