TEGNA Named a Finalist of Digiday’s Greater Good Awards
The award celebrates campaigns and initiatives that give back to the community by advocating for change in social, economic, environmental, and cultural policies/practices – a driving factor in consumer decision-making today.
We are thrilled to announce that TEGNA has been named a finalist in Digiday’s Greater Good Awards in the Local Community Betterment category. The award celebrates campaigns and initiatives that give back to the community by advocating for change in social, economic, environmental, and cultural policies/practices – a driving factor in consumer decision-making today.
At TEGNA, our enduring purpose to serve the greater good of our communities centers on integrating purpose-driven commitments into our overall company strategy. Our 64 broadcast stations, which operate in 51 local markets, are active in making our communities better places to live and work by keeping our audiences informed and safe, serving local businesses, and actively supporting our neighbors through community engagement.
Each year, stations work with their local communities to identify the most pressing local issues, responding directly to community input on urgent needs ranging from hunger relief, programs for at-risk youth, workforce development, and emergency aid. Through a unique and impactful combination of local community grantmaking, storytelling, employee and community volunteerism, and fundraising initiatives, TEGNA stations and communities address these pressing needs to serve the greater good and create a positive and lasting impact in the community.
These efforts result in hundreds of grants to local nonprofits, over $100 million raised annually for local initiatives, nearly 10,000 hours in volunteer time, and over $40 million donated in the form of PSAs to amplify the needs of community organizations.
The following are just a few examples of how our local stations are making a difference in their communities:
- In Seattle, KING helped lead the 22nd annual Home Team Harvest campaign, surpassing their goal by raising 21.5 million meals for Northwest Harvest, a food justice organization working throughout Washington state to end hunger and address the root causes of poverty. KING produced a Home Team Harvest broadcast special which highlighted the campaign’s efforts and impact throughout the community.
- In Buffalo, WGRZ held the Variety Kids Telethon, raising money to fund the Robert Warner MD Rehabilitation Center at Oishei Children’s Hospital in Buffalo. The hospital serves the needs of families throughout WNY, including children with physical and developmental disabilities. The telethon raised over $1 million.
In addition, in 2022, the TEGNA Foundation formalized its Diversity, Equity, and Inclusion grantmaking by creating a new grant program and employee committee. 35 local and national grants have been made to date, including support for the LGBTQ+ community, programs supporting girls and women, support for the creation of the National Juneteenth Museum, organizations creating opportunities for individuals of all abilities, and Environmental Justice efforts.
Join TEGNA’s Local Community Causes
Is your brand’s cause marketing working for the socially responsible customer? Consumers are increasingly interested in buying from companies that give back to social causes – especially during the holidays.
- A study from Porter Novelli found that 72% of consumers say it’s “more important than ever” to purchase from companies that reflect their values
- The Blackhawk Network found that 60% of consumers are looking to buy from companies that give back to charitable causes. Additionally, 68% say they will purchase gift cards that benefit philanthropic endeavors.
- The Integer Group says that 57% will support brands that give back to local communities rather than supporting global or national causes.
How will these consumers know the causes your brand supports? Advertising & News. The Integer Group survey found that 40% of consumers hear about a brand’s charitable efforts through advertising, while 28% hear about it through news media.
With 64 local news stations in 51 markets across the country, let the marketing experts at TEGNA help you amplify your brand’s charitable efforts to reach cause-driven consumers this Holiday Season. Let’s get in touch to learn how we can help your brand serve the greater good of your local community.
