Local that Works spotlights innovative and replicable content, engagement and revenue initiatives at public radio and TV stations and nonprofit and digital news organizations in the U.S. LTW includes an annual contest and a database (below). LTW produces webinars that offer insights into projects and organizations that are reshaping local civic journalism.
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We hosted the PBS39 Good Neighbor Awards in the spirit of Fred Rogers’ legacy of education, community and compassion. We staged an all-star live broadcast and launched the Good Neighbor Fund.
KCUR conducted a multi-pronged capital campaign to raise $250,000 in matching funds to replace its aging transmitter, exceeding that goal by nearly 30% in just one month.
Main Street sponsors put the “public” in public radio, creating a sense of place on-air. The Community Accounts Sponsorship Team gives small sponsors big love with marketing solutions and coaching.
Our “I Believe in Black Journalism” campaign better educates and inspires the Black NYC’ers we have served for 112 years with re-imagined print and digital offerings to also grow audience and revenue.
Aspen Public Radio’s Fall 2020 Membership Drive was a success because of our “van life” giveaway. It creatively engaged listeners and highlighted a local business during the COVID-19 pandemic.
“What’s So Funny About Detroit” (WSFAD) is a community-wide celebration of metro Detroit’s lively and diverse comedy scene, with live performances that gives us all something to laugh about.
A multi-media success story of artists, musicians, and a beloved public radio station that combined messages online, in video, and in local media to attract new listeners, donors and raise $70,000.
Roundo is part road rally, part classic car show, part adventure, part reunion of like-minded friends in a clued tour across the region in classic and new cars to raise funds and awareness for WTVP.
KBBI AM 890 is hosted an on-air remote ‘Concert on YOUR Lawn’ Fundraiser – a socially distant homage to our Concert On The Lawn days and an opportunity for us to celebrate our amazing listener-supporters. Throughout the two days, listeners heard the regular shows they love as well as live music, KBBI testimonies and giveaways all culminating in the Concert on Your Lawn event with local musicians broadcasting from their homes.
Good Neighbor Awards
The COVID-19 pandemic created several challenges this past year especially for non-profit organizations who often rely on traditional annual in-person fundraisers to advance their mission in the community. Often those in-person events take the opportunity to recognize and honor local philanthropists and corporations who historically support their organization. Most organizations simply turned their traditional events into virtual events, but we knew we had to try something different.
We decided to turn our attention to the “good neighbors” who immediately responded to the critical needs of our community amidst a year of crisis and unrest. Driven by the theme “Good Neighbors Live Here,” we honored our region’s two largest healthcare providers – Lehigh Valley Health Network and St. Lukes University Health Network, along with Second Harvest Food Bank. These non-profit organizations saved thousands of lives in our community.
We produced special video segments featuring our honorees along with other local heroes and they served as the centerpiece of a production which aired on PBS39 on May 25th while also being livestreamed on PBS39.org and on Facebook live. We announced on the broadcast the establishment of the Good Neighbor Fund to address the critical needs of our community by delivering educational programs and resources to children, parents and educators. The produced event included salutes from PBS national talent including Henry Louis Gates, Jr., the host of Finding Your Roots, Joan Lunden, host of Second Opinion, and Jim Cotter, host of Articulate. We leveraged social media, connecting with the followers of our honorees and we generated significant buzz and visibility building up to the broadcast with testimonials from community leaders and board members. We presented each of the honorees with framed “Red Sweaters” (the same cardigan version that Fred Rogers famously wore each episode) recognizing their contributions.
We were able to turn what otherwise would have been just another virtual event and turned it into a community-wide celebration. The success of the event was a testament to our theme “Good Neighbors Live Here.”
Proceeds raised from the event and the Good Neighbor Fund directly support educational initiatives in the community. Specifically, over 185,000 students, families and educators were the beneficiaries of PBS39's educational outreach programs which stemmed across 24 school districts in our region. That outreach included the construction and distribution of over 5,000 "Smart Sacks" filled with STEAM educational activities for children and their families; the development and launch of online resources and professional development opportunities for our teachers; and the expansion of literacy initiatives like Raising Readers and Lehigh Valley Reads that seek to help students achieve grade-level reading standards.
We were able to raise $65,000 to support the event and to establish the Good Neighbor Fund. The event's title sponsor Highmark Blue Shield provided a matching gift which spurred on additional contributions. The fund was established primarily through the support of 10 corporate sponsors and 25 individual donors.