Hope, Heroes and Headlines: How A Global Non-Profit Accentuates the Positive During the COVID-19 Crisis

Even in the best of times it can be difficult to see the radiance of the human spirit cut through the haze of what we view as perilous or broken in the world.

Our pace of life, intense focus on the things in front of us and other distractions can obscure the good that occurs in our communities daily.  Hope, the rescue boat we all seek during trying times, seems to drift far from shore, leaving us stranded on our own islands of unease.

And that, it seems, is where many of us find ourselves these days as COVID-19 news continues to bring more questions than answers, more anxiety than calm and more downheartedness than joy. Hope, at this point in time, is in high demand. 

That’s where non-profits like Atlanta-based Points Of Light make a difference in the lives of so many around the globe. Points Of Light inspires, equips and connects nonprofits, businesses and individuals ready to apply their time, talent, voice and resources to solve society’s greatest challenges. Driving this undertaking, especially during a crisis that is global in scope, requires rock-steady marketing partners that understand your vision and can bring attention to your mission and message. 

According to Points Of Light President and CEO Natalye Paquin, “Telling the stories and recognizing the power of people in their communities is more important than ever.”  

Points Of Light, a longstanding TEGNA partner, adapted their messaging to reflect the onset and spread of COVID-19, highlighting the inspiring work that was being done by members of their expansive network. “Because of COVID-19, now more than ever we want to lift up and celebrate that work,” Paquin remarked.  

As a marketing partner, TEGNA utilized broadcast and social media to reach viewers across the country and create greater awareness for Global Volunteer Month and Points Of Light’s #LocalLight volunteer program. This integrated strategy enabled Points Of Light to elevate and amplify their message of hope, compassion and the powerful force of human connection and goodwill during a trying time for all Americans.  

According to TEGNA General Sales Manager Minerva Nada, “We partnered with Points of Light to showcase that the idea of virtual volunteerism was just as important- especially now due to COVID-19. We took the same campaign pre-COVID-19 and pivoted and brainstormed to get through all the obstacles that changed daily. ” 

Points Of Light also leveraged their dynamic content relationship with TEGNA through Heart Threads, TEGNA’s inspirational digital story-telling series. They used positive stories from around their network and created touching online vignettes centering around COVID-19 that have been shared nationally.  

The difference made by Points of Light’s partnership with TEGNA is powerful. According to Paquin, “As a result of our Partnership with TEGNA, we’ve seen a substantial increase in our website traffic and we’re receiving a lot more stories. We have also seen an increase in our social media following – which has really helped us get our message out – and we know it is a direct result of our relationship with TEGNA.”   

Bishop Desmond Tutu, famed human rights activist and Nobel Prize winner, once stated “Hope is being able to see that there is light despite all of the darkness”. With that spirit, Points of Light illuminates the good not only in our communities, but across the globe at a time when it is needed most.