Capstone Agency’s 2020 CreateAthon generates over $50,000 of pro bono, strategic work

Feb 11, 2020

TUSCALOOSA, Ala. — Capstone Agency members came together and produced $51,375 worth of strategic communications work for 13 Tuscaloosa and Birmingham nonprofits last Friday. The agency’s fourth-annual CreateAthon was hosted in Reese Phifer Hall — home to UA’s nationally ranked APR programs. 67 students spanning all levels of experience worked with their client teams and dedicated 24 hours to strategizing and designing campaigns for their assigned 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 the communication work they need.

“A lot of the nonprofits we partner with, unfortunately, do not have the financial resources for extensive communication 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.


Contact Information:

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.