TUSCALOOSA, Ala. — 67 Capstone Agency members came together and produced $51,375 worth of strategic communications work for 13 nonprofits based out of Tuscaloosa and Birmingham last Friday. The agency’s fourth-annual CreateAthon kicked off at noon in Reese Phifer hall— home to UA’s nationally ranked A+PR programs. Students spanning all grades and levels of experience broke off into their groups and dedicated the next 24 hours to strategizing and designing campaigns for their designated nonprofit.
Capstone Agency’s pro bono director, Heather Griffith, spearheaded this year’s event and emphasized the necessity of supporting these nonprofits, which can’t always dedicate their limited funds for communications work that would help them immensely.
“A lot of the nonprofits we partner with, unfortunately, do not have the financial resources for extensive communications work, because they pour as many resources as possible into the wonderful work they do,” said Griffith. “Through CreateAthon, we hope to fill that gap as much as we can in 24 hours and provide these nonprofits with work to support them and their missions.”
This event not only benefited the nonprofits; students were also able to gain valuable, real-world experience. Their nonprofit’s brief was the foundation for their objectives— they needed to research, brainstorm, create and edit to produce professional work in a short timeframe. At the conclusion of the event, the teams presented to the nonprofits and provided them with everything necessary to implement these new ideas.
In its four-year history, Capstone Agency has been able to provide $209,880 of pro bono strategic communications benefitting nonprofits that serve this community.
Maribeth McClenny, Capstone Agency Senior Media Coordinator
About Capstone Agency
Capstone Agency is an integrated communications agency comprised of top students at The University of Alabama, focused on strategic and innovative communications for its clients. Capstone Agency strives to maintain excellent working relationships with current clients while growing in student membership and experience. The agency was named the top student-run communications firm by the Public Relations Student Society of America in 2016 and 2018. The agency currently has 143 members and nine clients.