Partners on a Mission: One Nonprofit Shares Their CreateAthon Experience

  • Written by Jenni Brennison

CARE of Southeastern Michigan is an agency that works with individuals, families, and employers to address a variety of mental health and community wellness issues, including family development, employee assistance programs, and substance abuse counseling and prevention.

In 2012, as part of CreateAthon’s Brand Makeover social media contest, six nonprofit winners, including CARE,  were paired with a CreateAthon agency. CARE was assigned to Riggs Partners, and one twenty-four hour marathon later the nonprofit’s brand took on a whole new attitude. Meghan Kindsvater, Fund Development Manager, describes the organization’s CreateAthon experience.

Riggs Partners made the experience very painless and enjoyable for CARE. They were very thorough in their research about our agency, mission, and target audience. In a very short period of time we felt they had a pretty accurate understanding of what our goals and purpose are as a nonprofit.

CreateAthon quickly got to the heart of CARE's mission.

Prior to the brand makeover CARE struggled with creating a definitive image in the community, and we were often confused with other human service agencies. During the reveal of our new look, CARE staff felt really excited about the bright colors, modern logos, and overall brand image.

Riggs Partners identified CARE using three P’s: Prevention, Pathways & Purpose. These three P’s now serve as the basis of our marketing and solicitation material and give community members a simple, understandable look into what we do.

CreateAthon produced this brochure as one of many deliverables reflecting CARE of Southeastern Michigan's new brand.

Overall, the experience was beneficial to the agency. We have revamped all of our marketing materials, social media, and website. The new branding allows CARE to stand out among service agencies and develop a clear and inspiring relationship with our donors, volunteers, and individuals using our services. Winning the brand makeover gave CARE the momentum it needed to continue to grow in serving our community.