Raise awareness about Indiana Legal Services to boost the number of low-income Hoosiers it serves—and the donors it needs.
Indiana Legal Services, Inc., is the largest provider of free civil legal assistance to low-income Hoosiers. Attorneys in eight regional offices provide counsel and litigate cases involving domestic violence, housing, consumer law, access to health care, LGBTQ discrimination, and access to government benefits.
When Indiana Legal Services hired a new executive director in the spring of 2015, the organization was faced with uncertain federal funding and a growing need for services. A communications analysis showed Indiana Legal Services had received little recognition for its work. And despite having a team of 50+ lawyers deployed in eight regional offices, it didn’t have the presence it needed to attract local donors or new clients outside of Indianapolis.
We quickly learned the organization had many heartwarming stories to tell, but only a small budget with which to share them. Rather than a full, multi-channel campaign, we proposed focusing on two key strategies: 1) provide attorneys and referral partners with key messages to educate others and 2) raise the nonprofit’s profile statewide through earned media.
Well Done worked with Indiana Legal Services to create stakeholder communications and a media relations strategy focused on personalizing their news. Specifically, we:
Once the campaign got rolling, it became clear that Indiana Legal Services’ new regional communication approach was really paying off. Some highlights: