2011 SILVER

GOODWORKS - NON-PROFITS

BE THAT WOMAN

WASHINGTON AREA WOMEN'S FOUNDATION, WASHINGTON AREA WOMEN'S FOUNDATION

Stacey Miller, Vice President, Development & Communications
Mariah Craven, Director of Communications & Marketing

RP3 AGENCY

Jim Lansbury, Creative Director/Copywriter
Beth Johnson, Account Management
Scott Gold, Strategic Planner
Elyse Gibson, Copywriter
Jeff McWeeney, Web Designer

SHERBET

Candy Guard, Animator/Director

CEREBRAL LOUNGE

Stuart Smith, Editor/Graphics

CLEAN CUTS MUSIC

Chris Kennedy, Composer

The Washington Area Women's Foundation started the "Be That Woman" movement in 2009 to attract a new breed of socially connected donors during the recession. Based on the insight that when we invest in women and girls, we all grow, the movement employed a powerful, animated viral video, blogger outreach, a website with consumer generated content and social media to build a community of engaged supporters. That year they raised nearly as much as they had in the previous 3 years combined. And the average donation size was up 35%.