Pro Bono Work - Boys & Girls Clubs of Albany "It Just Takes ONE" Campaign in Full Swing

Gramercy Communications is dedicated to giving back to the community, and that giving comes in various forms, including dedicating our public relations and marketing expertise. We have an interest in organizations that assist disadvantaged youth.

Below is an article that we helpded to secure for the Boys & Girls Clubs of Albany:

City's youth get a helping hand
Boys & Girls Club of Albany starts campaign to raise funds for program
By REBECCA WEIN, Special to the Times Union
First published: Wednesday, April 12, 2006

ALBANY -- Marc Frye used to play basketball at the Boys & Girls Club in Washington, D.C., and got his first job through the organization as a referee. Frye, now 27, is a successful business manager in the nation's capital.

Pat Fahy, a board member of the Boys & Girls Club of Albany, used to tutor Frye in Washington and saw how the club helped him grow. The two have kept in touch over the years. Fahy, who is also a past president of the Albany Board of Education, said her experience with the Boys & Girls Club showed her the value of an organization that "reached kids by providing necessary attachments and a safe haven."

Serving close to 2,000 young people each year, the Boys & Girls Club of Albany celebrates its 115th year in 2006 and the 50th anniversary at its Delaware Avenue location. In conjunction with National Boys & Girls Club Week, the local organization is launching the national "It Just Takes One" campaign locally.
"You approach people one by one and you change lives one by one because it takes one person to make a difference," said Fahy, explaining the concept.

She said disasters like Hurricane Katrina have taken some of the focus off local nonprofits' efforts, and she hopes this campaign will restore interest in supporting the club's causes.

Penny Holmes, executive director of the Albany club, acknowledged that budget cuts have taken a toll, but she hopes the "One" campaign will restore funds and start an endowment.

In addition to its Delaware Avenue headquarters, the Boys & Girls Club operates out of three public housing sites: Ezra Prentice on South Pearl Street; Creighton Storey on Third Avenue; and Ida Yarborough on North Pearl Street. Pre-kindergarten classrooms, after-school activities, homework assistance, tutoring and classes in gang prevention and the Smart Girls and Passport to Manhood programs are offered at all sites.

The club also sponsors a dinner program, serving more than 1,000 meals per week.
"There are waiting lists for almost all of our programs," Holmes said. The money raised through the "One" fund drive will go to the general fund and pay for more boys and girls to participate for free at Camp Thacher this summer. Close to 500 children attended last year.

This is the second year the club has used the "One" campaign. In 2005, it raised $32,011. The 2006 goal is $50,000. "We are focusing on reaching individual donors because in the past we have been almost entirely dependent on grants," Holmes said. "We are a vital component to the community," she said. "We have been here since 1891 and hope to continue to be a source for local youth. But we need help."

Press Release Distribution vs. Pitching

“Press Release Distribution vs. Pitching” by Tom Nardacci

Good public relations plans position you or your organization as a source of information for the media. When a story breaks in your industry, or when a feature is being considered, the editor, producer, or journalist thinks of you.

In reality, organizations find their way into the news primarily through sending out news releases. Separate from content (newsworthiness of your release; providing a “hook” to attract interest to your story) and timing, you should develop an effective strategy to get your story placed. Understanding the difference between pitching and distribution is important.

The best approach to land a story is “pitching” to reporters, editors (print), or producers (television). Pitching involves your spokesperson directly connecting to the media outlet. I pitch on e-mail, by phone, or via fax with a note to a specific person. Directories like “Bacon’s” include notes on most reporters with a preferred method of contact (some reporters do not want any phone calls at all). Identify the key reporters and deliver a concise pitch. If you can’t reach someone, be persistent in a pleasant tone. If a reporter says “no” to a story, move on to the next reporter, but try them the next time you have a story.

Press release distribution is important because there isn’t enough time to reach every outlet one-on-one. Distribution should be broad, and you'd be surprised at the stories it could result in. I use distribution services such as Business Wire, Empire Newswire, and web-based PR Web. These services are money well spent when combined with your pitching efforts.

Over time, pitching and distribution of news releases will position your organization as a good source. Your media relations work – reliability, promptness, insightful interviewing – will solidify that distinction.