The Dallas Morning News Charities Campaign 2016-2017
2017 Finalist

The Dallas Morning News Charities Campaign 2016-2017

DMNmedia/The Dallas Morning News

Dallas, United States

Category Public Relations and Community Service

Overview of this campaign


The Dallas Morning News Charities raises money annually from its readers for 20 charitable organizations in the Dallas-Fort Worth area. With challenges in the economy and a political climate that included an increase in conversations about “handouts,” we knew that our campaign had to reach both the head and the heart.


LBRB reached out to the 20 organizations to find true stories of locals who were homeless, hungry — and able to rehabilitate. Print, digital, email, social and broadcast showcased the faces of need in the North Texas community with strong visuals and emotional stories that pulled viewers in.

Additionally, we highlighted the message that every penny donated goes to the charities. It was an emotional and rational one-two punch that rallied supporters during our major push.

Results for this campaign

We are over the $1 million mark. Our campaign concludes on Jan 31, 2017, and final numbers aren’t available, but we are making a difference. At the time of this writing, we are $66,000 above YOY and 20 percent more donors than YOY.

To make sure our donors are continually engaged, we will create and distribute a print and digital special section in March, 2017 that will be distributed in The Dallas Morning News and available 24/7 at This “annual report”“ will share final numbers, profile the work of the recipient charitable organizations and thank readers who contributed to this effort.


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