A PR Works Case Study
Overview
PR Works developed and executed a campaign strategy that helped a non-profit, the Jackson Yelle Family Foundation, raise nearly $30,000 on its MLB Stadium Tour initiative.
Background
The Jackson Yelle Family Foundation is a 501(c)3 non-profit foundation formed after the tragic death of Jackson Yelle. A member of Elon University’s club baseball program, 21-year-old Jackson was killed by a hit-and-run driver in April 2023. His family created the Jackson Yelle Family Foundation to keep his memory alive and support causes Jackson would believe in.
As a baseball player and fan, Jackson and his father Scott Yelle visited 12 of the 30 Major League Baseball stadiums. Scott came up with the idea to visit the remaining 18 stadiums as part of a fundraising initiative. The beneficiary would be Major League Baseball’s Nike Reviving Baseball in Inner Cities (RBI), a program that supports the development of young men and women through baseball and softball.
The Game Plan
Over the first three months of the 2024 season, Scott Yelle visited each of the 18 MLB stadiums, presenting each team and their representatives with a $1,000 check for the Nike RBI program in that particular city.
The Goal
The trip would cost $25,000. The Foundation wanted to cover that cost, which included donations to the Nike RBI program, and raise monies towards additional worthy causes.
How PR Works worked
Working with a very modest budget, we developed the following PR materials:
- Launch press release for national and local media in The Foundations home market (Boston) and the 18 MLB stadium markets.
- Press kit, including feature story angles and media library
- Individual releases for each MLB market prior to Scott’s visit
PR Works also provided media outreach and consultation to Scott and the Foundation as media opportunities arose.
Coverage
Through the diligent efforts of Scott Yelle, the campaign received broadcast and print coverage in all 18 markets and extensive coverage in the Boston market, the Foundation’s base. Here’s a sample of the coverage:
- WBZ/Boston Radio
- Boston Herald
- Cape Cod Times
- Fox-13 – Tampa
- MLB Central
- Seattle TV
- WCOP / Cincinnati
- Yahoo Sports
- NBC 10 Philly
- Arizona Sports
- Boston Globe
- NBC New York
- Who’s on First: YouTube Show
- WFMY / NC
The jewel in this crown of coverage was a 10-minute Father’s Day documentary on MLB Central.
Conclusion
The entire fundraiser generated $28,676, exceeding the initial goal of $25,000. There have been other milestones:
- Scott Yelle invited to and attended MLB’s Play Ball weekend in New York
- Scott Yelle invited to the Nike RBI World Series in August 2024
- Scott has been recognized at stadiums and on transportation as the guy touring MLB stadiums to honor his son.
- Talk of touring the original 12 MLB stadiums next year to donate money to those Nike RBI programs
“PR Works helped me spread the word about our fundraising baseball tour to honor my son. They made it seamless for us by reaching out to the media in various cities so I could focus on the MLB Stadium tour and the PR I was receiving. I know of over 10 media opportunities that came from their help! We raised just shy of $30,000 with their help!” —Scott Yelle, Jackson Yelle Family Foundation
Final Conclusion
PR, when done properly, Works!
Let us show you how PR Works can make your company our next case study and success story. Contact us today – Sdubin@PRWorkZone.com or (781) 582-1061.
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