Case Study #2: The Diaper Bank
Situation: This innovative nonprofit, based in Connecticut, distributes diapers to needy families. Diaper Bank founder and president Joanne Samuel Goldblum, a social worker, started the organization after she learned that there is no federal or state entitlement program that covers the cost of diapers. Today, the program is giving away more than 100,000 diapers a month in New Haven alone, and they recently celebrated the distribution of their two millionth diaper.
Goldblum sought to expand public and media awareness of The Diaper Bank and its mission, and to reach opinion leaders and decision makers who can help bring about change.
Solution: Emily Whitfield Communications created a communications plan for The Diaper Bank geared toward building media and community awareness of the organization in order to increase fundraising, broaden the public’s understanding of the issue and encourage the service community to implement policy and program changes that would benefit The Diaper Bank’s constituents. Elements of the program included message development, securing local and national media coverage, and positioning Goldblum as an expert commentator on families and poverty.
| “Having never worked with a communications professional before, I didn’t really know what to expect. Emily took the time to learn about The Diaper Bank and explain to me what a communications program could accomplish for my organization. She then proceeded to make it happen! Emily doesn’t just get us in the news - she understands our mission and shares our passion for making the world a better place for all children.” |
| Joanne Goldblum, President and Founder, The Diaper Bank |
Results: Goldblum has been honored on ABC World News’ “Person of the Week” segment; named a “Hero Among Us” in People Magazine; authored a compelling op-ed in the Hartford Courant, appeared as a guest on CNN’s Glenn Beck Show; and was featured in a column in the Connecticut section of The New York Times. She was also named the New Haven Register’s “Person of the Year” in December 2007.
Emily continues to work with The Diaper Bank to fulfill a variety of communications goals, including placing additional op-eds and publicizing The Diaper Bank’s 2009 annual Stroll-a-Thon, slated for Mother’s Day weekend.