The Visiting Nurse Association of Greater Philadelphia (VNA) is the oldest and largest non-profit home health and hospice provider in the region, serving more than 50,000 residents each year. As its 125th Anniversary approached, the VNA decided to publicize its compelling history to build interest in an aggressive fundraising campaign kicking off at the Anniversary Gala. The Agency:
- Encouraged the Philadelphia Inquirer to write its own editorial heralding VNA’s many contributions over 125 years.
- Solicited coverage from “society” reporters and photographers who cover charitable social functions.
“Applaud Visiting Nurses on Quasquicentennial” was the headline of the Philadelphia Inquirer editorial that ran on the day of the Anniversary Gala. The Main Line Times’ highly regarded society reporter covered the Gala and other suburban newspapers ran advance photos and captions of the co-chairs. Earned media coverage that delivered more than 260,000 impressions increased the nonprofit’s visibility at a time of celebration and fundraising.