The Challenge Aims To Put On Timely Event For Partner Non-Profit

In light of Robin Williams’ passing, the American Foundation for Suicide Prevention
and wanted to raise funds and awareness for the cause.

With World Suicide Prevention Say (Sept. 10) nearing quickly, they decided to screen a cult favorite Robin Williams movie,
collecting donations for the 67+ chapters of the American Foundation for Suicide Prevention.

However, with less than one month to pull together a New York City movie screening,
they needed public relations and event marketing assistance.

The Solution

Executing Event Marketing In Record Time

With the desired dates on the calendar, the only solution was to work efficiently to meet tight deadlines.
In addition, in order to receive the support needed to execute such a large-scale event in just a few short weeks,
the team also reached out to additional corporate partners with similar values to co-sponsor the event.

Some of the deliverables included:

  • Venue scouting and confirmation
  • Social media strategy
  • Email marketing campaign
  • Design of marketing collateral
  • Press release creation and distribution
  • Event logistics, including staffing and permits


Creating An Engaging Screening That Delivered Meaningful Donations

With less than one month before the desired event, team members secured an official event partnership with AFSP.

Then, they set about finding a location large and stately enough to hold the event, eventually securing the French Institute’s Florence Gould Hall Theatre In New York City as a donation to the cause. The team also designed visual collateral for advertising before and during the screening.

They also secured an additional corporate partner –, a former movie streaming site. As a co-sponsor of the event, they helped to shoulder the costs. In addition, they agreed to donate $1 for every Robin Williams film streamed on their platform that month, which equated to thousands of dollars.

The team then built comprehensive media lists, wrote press releases, and sent them out to journalists to secure press coverage before, during and after the event.

Media coverage, as well as email marketing and social media campaigns, also fostered strong ticket sales.

Finally, they worked the event, ensuring admission, concessions, donation collection, screening, visitor experience, and eventual delivery to the non-profit went smoothly.

The Results

In less than 1 month, the team achieved:
  • Hundreds
    of attendees
    from all over New York
  • Thousands
    of dollars
    donated in just one evening
  • $1 donation
    or every Robin Williams film
    streamed that month
Hundreds of attendees from all over New York
Thousands of dollars donated in just one evening
$1 donation from for every Robin Williams film streamed that month

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