Evaluation of the California Cares Media Campaign

Source: 
California Endowment

Date

2002

Case Study Sector

Health

In December 2001, the collaborative group California Cares—comprised of the California Endowment, United Way, Northern California Grantmakers, Southern California Association for Philanthropy, and the League of California Community Foundations—released the results of a California nonprofit survey that assessed funding impact and preparedness in the current economic environment. Results from that survey revealed two striking facts: 1) the sample of 413 participating California nonprofits had lost over $25,000,000 in funding in the two-month assessment period (October and November) as compared to prior year fundraising and 2) at the same time, demand for safety-net services—food, shelter, health care, mental health counseling, or crisis relief—had increased between 20% and 40%.
California Cares, led by the Endowment, formulated a two-tiered response to the reductions in charitable giving and increases in demand for services. One component of the response was to allocate a significant level of the Endowment’s resources—approximately $10 million—to funding for California’s safety-net organizations. The second component of the response was the development of a media campaign to inform Californians that the economic downturn and events of September 11 were having a negative impact on the ability of community-based organizations to provide critical services to California’s most vulnerable communities.

Link

Keyword

  • Field Building
  • Evaluation
  • Partnership

Region

  • Northern America

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