King Legacy Night
The Assignment & Challenge:
AJ was hired in late May, 2018 to work with MLK Boston, The Boston Foundation, and the City of Boston to conceptualize and produce a one time only, highly visible fundraising event with the goal to raise $1 million dollars to support the design and construction of the King Memorial on Boston Common in a short period of time.
Event Execution:
Conceptualized and executed every event component: Introduced the client to new donors, negotiated the contract with the venue and established a long-term partnering relationship with the Museum of Fine Arts. Developed and executed a fundraising campaign pre-event via sponsorships and individual donations (including activation), as well as on-site fundraising.
Managed tight set-up with multiple headline celebrity and entertainment rider requests while fulfilling the museum’s multiple restrictions on three floors. Handled event publicity and planned all cultivation events leading up to the Gala. Secured a high net diverse crowd, procured multiple headliners, celebrity Emcee and civil rights speakers. Created buzz, event design, provided a unique element to drive social media during event. Handled the full production and script writing, as well as run of show.
AJ suggested an organization name change, after learning more about the mission. They agreed to change MLK to KING Boston as the memorial is about the love story of both Dr. King and Coretta Scott King. Secured Earth, Wind & Fire, Esperanza Spalding, Tamron Hall as Emcee, and civil rights leaders per request, added a gospel choir and Pop Icon Taylor Dayne as well as Common to the line up without expanding the budget. Secured priceless, unique experiences as live auction items.
Enhanced the event experience by adding an interactive 3D video Instagram component during the event. Created a social media campaign pre-event and social media experiences during the event.
The Results:
Raised $1,475,000 in under 6 months including $500k night of during the live auction
Added a surprise performance by Common which added energy resulting in high donations
Received countless press in every major magazine, daily newspapers and TV news outlets night of
Generated Significant Media Impressions Online and Print with Instagram Video Experience
The event hashtag, #KingLegacyNight, was used throughout the evening and earned the number one placement for top trending Massachusetts hashtags that night. Even Common, Taylor Dayne and other notables used this hashtag increasing impressions and exposure for the King Memorial on Instagram, Twitter and Facebook
Most diverse attendees for a highly visible, high-end event in Boston
Exceeded Revenue Goal by 50%
Photos by: Kerry Brett Lifestyle Portraits, Bill Brett Photography, Michael Blanchard Photography, and Binita Patel Photography
