Leading the Charge to Gain Local Community and Media Awareness for The Heat and Warmth Fund Fundraising Initiatives

Identity’s planning and effort lead to media coverage and strong support of The Heat and Warmth Fund’s annual Winter Survival Radiothon

Our Approach

The Heat and Warmth Fund (THAW) is a nonprofit organization that stabilizes and empowers Michigan families, keeping them healthy, safe and warm. Recipients of THAW support are individuals who have found themselves in an energy crisis, specifically populations especially vulnerable to cold temperatures like the elderly, unemployed, underemployed and disabled. Thanks to THAW, heat and electricity can be provided to these individuals and families to improve their quality of life and prevent human suffering.

An annual event with WWJ Newsradio 950, the Winter Survival Radiothon, is hosted in February. THAW engaged Identity, whose President Mark Winter serves on the board, to help coordinate internal board member and executive committee communication, and pre, post and onsite media to raise awareness of the event and increase donations.

One goal for the THAW leadership team was to better engage and utilize individual board members/the executive committee’s personal contacts to increase awareness. The Identity team leveraged key messaging to help create engaging messaging for the THAW leadership team to share, ultimately helping to increase participation across the board.

To engage media, the Identity team distributed a media alert, which generated interest from several local news outlets. As a result, we secured pre-coverage in DBusiness and their daily e-newsletter to give details about the radiothon. During the radiothon, Identity coordinated on-site segments with Fox 2 and WXYZ Channel 7 to help generate awareness.

What We Did

Identity’s media relations successes helped lead to a successful radiothon, with more than $1.4 million raised in just 14 hours.

  • Media Relations & Marketing

    • Internal Communications
    • Media Relations


  • 2 local TV stations secured for on-site coverage
  • $1.4mraised at the WWJ Newsradio 950 Winter Survival Radiothon