Latest news with #RitaSoronen
Forbes
04-08-2025
- Business
- Forbes
How To Scale Your National Public Service Announcement Campaign
Rita L. Soronen, President & CEO, Dave Thomas Foundation for Adoption. This article is part two of how to continue building an integrated strategy for impact. Part one, "The ABCs of PSAs," helps national nonprofits get started in creating and using PSAs to amplify their cause and strengthen their brand while leveraging donated media value. Once you've successfully launched your initial public service announcement (PSA) using existing assets, the next step is planning to scale your campaign. With an increased budget and refined strategies, you can broaden your reach and amplify the impact of your PSA strategy significantly. The key to growth lies in continuously finding new, compelling messaging, exploring new media opportunities and tracking performance metrics to ensure effectiveness. Our PSA Journey My company's PSA journey is an example of how starting small can lead to big outcomes. In 2016, the Dave Thomas Foundation for Adoption began expanding its brand journalism library of stories shared through videos and blogs. The videos were initially used with donors and in presentations. With some minor adaptations, they were repurposed into TV PSAs. Next, voice-over talent helped turn those same stories into radio spots. This approach delivered PSAs with low production costs that stayed on message, told genuine stories—and worked. The PSAs were picked up in droves by outlets nationwide. For several years, we distributed TV PSAs biannually and then annually. Phase two involved layering in radio PSAs. Phase three added print, billboard and digital PSAs into the mix. Because we followed the ABCs of PSAs—audit, build and collaborate—we were able to continually scale our campaign and impact. Print, Billboard And Digital PSAs Here is a closer look at print, billboard and digital PSAs, which are not as well known: Our marketing, communications and design team created print ads from its existing photo library and engaged a distribution partner to secure placements in People magazine, Sports Illustrated Kids, Cooking Magazine and others. Print PSAs were resized for out-of-home PSAs. We partnered with another distribution organization that places PSAs on remnant billboard space across the country. The only cost associated with this tactic is printing the billboard content. And finally, those same print PSAs were resized and distributed with a media company offering to place the foundation's PSAs in a library for lifestyle bloggers to use. This free partnership brings millions of impressions with no out-of-pocket expense. It took years to build the layered strategy. But it started the same way PSA campaigns often start—by following the PSA ABCs. We conducted an audit of content assets, built a strong library of content and collaborated with the right partners. Each year, PSA spots were refined and tracked, trying different themes, and repeated until the campaign strategy became what it is today. Since 2016, the reach of our PSAs has grown from millions to billions of impressions, with donated media values over the last fiscal year totaling nearly $30 million as of March 2025. The strategy underscores the importance of building and maintaining a robust content library, continuously identifying new opportunities, tracking effectiveness and collaborating with the right partners. 3 Steps To Scale Your Campaign Once you've followed the ABCs in phase one of developing and distributing your PSA, there are three key steps for nonprofits to begin scaling future campaigns: • Television And Radio: Invest in higher-quality production and pursue PSA placement in national networks. • Print: Pitch your PSAs to a variety of print publications that align with your target audience. • Billboards: Work with companies like Clear Channel and Lamar to place billboard PSAs in high-traffic areas. Airport placements are another area to explore. • Digital/Blogs: Engage online platforms that offer free or low-cost PSA placements, such as media libraries for bloggers and content aggregators. • Repurpose video content into different formats for TV, radio and digital use. • Resize print ads for billboards and web-based distribution. • Adapt messaging to social media to enhance engagement and virality. • Distribution Partners: Agencies that specialize in PSA placement can significantly increase the reach of your content. • Ad Agencies: There are ad agencies that specialize in creating integrated PSA campaigns. They can collaborate with you to develop a strategy and high-quality creative to use across broadcast, print, digital and out-of-home media channels. They can also place paid media ads to complement your PSA campaign, as appropriate and if budget allows. 3 Key Measures Of Success Each nonprofit must determine the most valuable metrics for its PSA campaign. Unlike targeted advertising, many PSAs are distributed without control over where placements run or their timing, so measuring success requires a broad approach. 1. Impressions: This metric quantifies how many people have seen or heard your PSA. High impressions indicate widespread distribution, though they don't guarantee engagement. 2. Donated Media Value: Understanding the value of the media placements helps gauge the financial impact of your campaign. If your impressions are lower, but your donated media value is high, those impressions are worth more. 3. Engagement Metrics (For Digital PSAs): If your PSAs run online, tracking clicks, shares and conversions can help measure effectiveness. Be sure you use a vanity URL on those PSAs or track with pixels. Final Thoughts Scaling a PSA campaign requires a strategic, multilayered approach. By creating compelling messaging and content, leaning into partners' expertise, leveraging new distribution channels and tracking key performance metrics, nonprofits can significantly elevate public awareness of their mission and impact—ultimately to the benefit of the mission and the populations served. Forbes Nonprofit Council is an invitation-only organization for chief executives in successful nonprofit organizations. Do I qualify?
Yahoo
09-06-2025
- Business
- Yahoo
Hilton Grand Vacations Named One of Nation's Best Adoption-Friendly Workplaces by Dave Thomas Foundation for Adoption
Vacation-ownership company leads Hotel and Travel Industry in adoption benefits category for sixth consecutive year ORLANDO, Fla., June 09, 2025--(BUSINESS WIRE)--Hilton Grand Vacations Inc. (NYSE:HGV), the premier vacation ownership and experiences company, has yet again been ranked among the top 100 companies on Dave Thomas Foundation's "Best Adoption-Friendly Workplaces" list, which honors organizations that support its employees in building their families through adoption and foster care. For the sixth consecutive year, HGV leads in the hotel and travel industry on the Foundation's "Best By Industry" list. "It's an incredible honor to be recognized once again by the Dave Thomas Foundation for our exceptional adoption assistance benefits," said Mark Wang, CEO of Hilton Grand Vacations. "This award underscores our unwavering commitment to supporting our team members at every stage of life. Our adoption assistance and parental leave programs exemplifies our family-first culture and our dedication to helping team members achieve their personal goals and dreams outside of work." The company offers corporate, hourly and resort-based team members an adoption assistance benefit of up to $10,000 per child to help offset the cost of adoption. HGV also provides 12 weeks of paid parental leave for all eligible U.S. team members who have been with the company for 90 days. The parental leave program applies to birth and adoptive mothers and fathers, as well as team members who have a child via surrogacy. "We know that these benefits can play a role in a family's decision to grow through foster care or adoption," said Rita Soronen, president and CEO of the Dave Thomas Foundation for Adoption. "The organizations recognized this year demonstrate that these supports are not optional perks — they are essential elements of a workplace that values and strengthens families." The Foundation partnered with RTI International, an independent, nonprofit research institute, to survey employers across the U.S. and score participants based on three criteria: financial reimbursement, paid leave and the percentage of employees eligible for those benefits. In addition to the 100 Best and Adoption Advocates lists, the Foundation ranks employers by size, industry, paid leave, foster care benefits and impact. View the complete 2025 Best Adoption-Friendly Workplaces list at To learn more about HGV's culture, benefits and available openings, visit About Hilton Grand Vacations Inc. Hilton Grand Vacations Inc. (NYSE:HGV) is recognized as a leading global timeshare company and is the exclusive vacation ownership partner of Hilton. With headquarters in Orlando, Florida, Hilton Grand Vacations develops, markets, and operates a system of brand-name, high-quality vacation ownership resorts in select vacation destinations. Hilton Grand Vacations has a reputation for delivering a consistently exceptional standard of service, and unforgettable vacation experiences for guests and nearly 725,000 Club Members. Membership with the Company provides best-in-class programs, exclusive services and maximum flexibility for our Members around the world. For more information, visit Follow us on Instagram, Facebook, LinkedIn, X (formerly Twitter), Pinterest and YouTube. About the Dave Thomas Foundation for Adoption The Dave Thomas Foundation for Adoption is a national nonprofit public charity dedicated to finding permanent homes for the more than 140,000 children waiting in North America's foster care systems. Created by Wendy's® founder Dave Thomas who was adopted, the Foundation implements evidence-based, results-driven national service programs, foster care adoption awareness campaigns and innovative grantmaking. Through its signature program, Wendy's Wonderful Kids, the Foundation supports the hiring of adoption professionals who implement the Foundation's evidence-based, child-focused recruitment model. This model has been proven up to three times more effective at serving youth who have been in foster care the longest, including teenagers, children with special needs and siblings. More than 12,000 children now have loving homes and permanent families thanks to the Wendy's Wonderful Kids program and the Foundation's generous donors. To learn more, visit View source version on Contacts Media Contact: Lauren Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
Yahoo
09-06-2025
- Business
- Yahoo
Hilton Grand Vacations Named One of Nation's Best Adoption-Friendly Workplaces by Dave Thomas Foundation for Adoption
Vacation-ownership company leads Hotel and Travel Industry in adoption benefits category for sixth consecutive year ORLANDO, Fla., June 09, 2025--(BUSINESS WIRE)--Hilton Grand Vacations Inc. (NYSE:HGV), the premier vacation ownership and experiences company, has yet again been ranked among the top 100 companies on Dave Thomas Foundation's "Best Adoption-Friendly Workplaces" list, which honors organizations that support its employees in building their families through adoption and foster care. For the sixth consecutive year, HGV leads in the hotel and travel industry on the Foundation's "Best By Industry" list. "It's an incredible honor to be recognized once again by the Dave Thomas Foundation for our exceptional adoption assistance benefits," said Mark Wang, CEO of Hilton Grand Vacations. "This award underscores our unwavering commitment to supporting our team members at every stage of life. Our adoption assistance and parental leave programs exemplifies our family-first culture and our dedication to helping team members achieve their personal goals and dreams outside of work." The company offers corporate, hourly and resort-based team members an adoption assistance benefit of up to $10,000 per child to help offset the cost of adoption. HGV also provides 12 weeks of paid parental leave for all eligible U.S. team members who have been with the company for 90 days. The parental leave program applies to birth and adoptive mothers and fathers, as well as team members who have a child via surrogacy. "We know that these benefits can play a role in a family's decision to grow through foster care or adoption," said Rita Soronen, president and CEO of the Dave Thomas Foundation for Adoption. "The organizations recognized this year demonstrate that these supports are not optional perks — they are essential elements of a workplace that values and strengthens families." The Foundation partnered with RTI International, an independent, nonprofit research institute, to survey employers across the U.S. and score participants based on three criteria: financial reimbursement, paid leave and the percentage of employees eligible for those benefits. In addition to the 100 Best and Adoption Advocates lists, the Foundation ranks employers by size, industry, paid leave, foster care benefits and impact. View the complete 2025 Best Adoption-Friendly Workplaces list at To learn more about HGV's culture, benefits and available openings, visit About Hilton Grand Vacations Inc. Hilton Grand Vacations Inc. (NYSE:HGV) is recognized as a leading global timeshare company and is the exclusive vacation ownership partner of Hilton. With headquarters in Orlando, Florida, Hilton Grand Vacations develops, markets, and operates a system of brand-name, high-quality vacation ownership resorts in select vacation destinations. Hilton Grand Vacations has a reputation for delivering a consistently exceptional standard of service, and unforgettable vacation experiences for guests and nearly 725,000 Club Members. Membership with the Company provides best-in-class programs, exclusive services and maximum flexibility for our Members around the world. For more information, visit Follow us on Instagram, Facebook, LinkedIn, X (formerly Twitter), Pinterest and YouTube. About the Dave Thomas Foundation for Adoption The Dave Thomas Foundation for Adoption is a national nonprofit public charity dedicated to finding permanent homes for the more than 140,000 children waiting in North America's foster care systems. Created by Wendy's® founder Dave Thomas who was adopted, the Foundation implements evidence-based, results-driven national service programs, foster care adoption awareness campaigns and innovative grantmaking. Through its signature program, Wendy's Wonderful Kids, the Foundation supports the hiring of adoption professionals who implement the Foundation's evidence-based, child-focused recruitment model. This model has been proven up to three times more effective at serving youth who have been in foster care the longest, including teenagers, children with special needs and siblings. More than 12,000 children now have loving homes and permanent families thanks to the Wendy's Wonderful Kids program and the Foundation's generous donors. To learn more, visit View source version on Contacts Media Contact: Lauren Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Business Wire
09-06-2025
- Business
- Business Wire
Hilton Grand Vacations Named One of Nation's Best Adoption-Friendly Workplaces by Dave Thomas Foundation for Adoption
ORLANDO, Fla.--(BUSINESS WIRE)-- Hilton Grand Vacations Inc. (NYSE:HGV), the premier vacation ownership and experiences company, has yet again been ranked among the top 100 companies on Dave Thomas Foundation's 'Best Adoption-Friendly Workplaces' list, which honors organizations that support its employees in building their families through adoption and foster care. For the sixth consecutive year, HGV leads in the hotel and travel industry on the Foundation's 'Best By Industry' list. 'It's an incredible honor to be recognized once again by the Dave Thomas Foundation for our exceptional adoption assistance benefits,' said Mark Wang, CEO of Hilton Grand Vacations. 'This award underscores our unwavering commitment to supporting our team members at every stage of life. Our adoption assistance and parental leave programs exemplifies our family-first culture and our dedication to helping team members achieve their personal goals and dreams outside of work.' The company offers corporate, hourly and resort-based team members an adoption assistance benefit of up to $10,000 per child to help offset the cost of adoption. HGV also provides 12 weeks of paid parental leave for all eligible U.S. team members who have been with the company for 90 days. The parental leave program applies to birth and adoptive mothers and fathers, as well as team members who have a child via surrogacy. 'We know that these benefits can play a role in a family's decision to grow through foster care or adoption,' said Rita Soronen, president and CEO of the Dave Thomas Foundation for Adoption. 'The organizations recognized this year demonstrate that these supports are not optional perks — they are essential elements of a workplace that values and strengthens families.' The Foundation partnered with RTI International, an independent, nonprofit research institute, to survey employers across the U.S. and score participants based on three criteria: financial reimbursement, paid leave and the percentage of employees eligible for those benefits. In addition to the 100 Best and Adoption Advocates lists, the Foundation ranks employers by size, industry, paid leave, foster care benefits and impact. View the complete 2025 Best Adoption-Friendly Workplaces list at To learn more about HGV's culture, benefits and available openings, visit About Hilton Grand Vacations Inc. Hilton Grand Vacations Inc. (NYSE:HGV) is recognized as a leading global timeshare company and is the exclusive vacation ownership partner of Hilton. With headquarters in Orlando, Florida, Hilton Grand Vacations develops, markets, and operates a system of brand-name, high-quality vacation ownership resorts in select vacation destinations. Hilton Grand Vacations has a reputation for delivering a consistently exceptional standard of service, and unforgettable vacation experiences for guests and nearly 725,000 Club Members. Membership with the Company provides best-in-class programs, exclusive services and maximum flexibility for our Members around the world. For more information, visit Follow us on Instagram, Facebook, LinkedIn, X (formerly Twitter), Pinterest and YouTube. About the Dave Thomas Foundation for Adoption The Dave Thomas Foundation for Adoption is a national nonprofit public charity dedicated to finding permanent homes for the more than 140,000 children waiting in North America's foster care systems. Created by Wendy's ® founder Dave Thomas who was adopted, the Foundation implements evidence-based, results-driven national service programs, foster care adoption awareness campaigns and innovative grantmaking. Through its signature program, Wendy's Wonderful Kids, the Foundation supports the hiring of adoption professionals who implement the Foundation's evidence-based, child-focused recruitment model. This model has been proven up to three times more effective at serving youth who have been in foster care the longest, including teenagers, children with special needs and siblings. More than 12,000 children now have loving homes and permanent families thanks to the Wendy's Wonderful Kids program and the Foundation's generous donors. To learn more, visit
