The North Valley Family YMCA covered parts of the San Fernando Valley that had very low household income levels. Families of these households could not afford to send their children to any of the number of YMCA camps in Southern California. Because they didn't have the funds for traditional offlline media, the North Valley YMCA approached us with the challenge of developing a digital program that would promote their Fore the Kids Golf Tournament that would raise money for scholarships allowing these children the opportunity of going to camp.
Mercati created a multi-point internet and e-mail program. Using their membership lists, e-mails were sent out soliciting support. Corporate sponsors received tournament banner ads to be used on their websites. In addition, the YMCA Web site allowed for online registration. Potential corporate sponsors received e-mails with embedded videos of the kids who would benefit from the proceeds. The tournament was also featured on the YMCA's Facebook page. Mercati developed an online PR campaign that developed the public's interest in the campaign, and lead to local broadcast media coverage. Post-tournament, participants and sponsors received e-mail "thank you" notes with an invitation to go to the YMCA website or YouTube and view/download highlight videos of the event and awards dinner. They could also receive e-mail alerts about upcoming Y events.
Without having to spend large amounts of money on traditional media, the digital media network developed for the YMCA worked and was sustainable. To date, the tournament has raised over $550,000 in camping scholarships, aiding over 1500 children.
