Would you believe that great branding and an awesome website can work together to alleviate poverty? It may sound crazy, but it’s true! In this case study, we’ll show you how we partnered with a local nonprofit organization to improve the lives of individuals and families struggling with poverty.  


PART I: Background Info on the Organization

We absolutely love it when we get a chance to showcase a client that is making a game-changing impact in the world. The Race Against Poverty operates in conjunction with South Central Community Action Programs (SCCAP) in Franklin County, PA. SCCAP’s mission is to empower and support the one in four families in our area who cannot afford basic living expenses, as well as, engage the community to join the fight against poverty. 

The Race Against Poverty supports the cause by hosting an annual 5K, creating opportunities for community members to raise money through sponsorships. Now in its tenth year, the race has raised more than $130,000 to help people escape poverty and continues to make a positive impact on countless lives in Chambersburg and the surrounding areas.  


PART II: The Challenge they were facing

More than ten years ago when the race was just an idea, we were approached by one of the event’s founders, who also works for SCCAP. When they showed us the stats and shared the dream of bringing the community together to serve our neighbors in need, we knew this project would be right up our alley.  

Their marketing and communications needs were two-fold: they needed a strong brand to raise awareness and unify the local community around the cause, and they needed a virtual platform for communicating with runners, sponsors, and volunteers that was easy to use and met the needs of the various stakeholders. 



Our first step was to create the brand. We created the logo along with the powerful shade of red to make it distinguishing and memorable.. We then applied the branding to the website, social media, and other marketing collateral, including the annual race t-shirt. We’ve made updates to the logo a few times over ten years to keep the look current and fresh, and this year we added the “10 year symbo”l to commemorate this milestone. 

In addition to the branding, we created a robust custom-built website for the race that captures the energy and momentum of the event and showcases the heart of the mission. The website serves as a central hub for all race participants and gives runners, sponsors, and volunteers easy access to everything they need. We created special features within the website that allows people to register as individuals or as groups, as well as a virtual leaderboard and other fun features. 

Beyond creating the branding and building the website, we also filmed and produced two event videos for the race that people can share on social media to further amplify the vision and mission to put an end to the cycles of poverty.  



In ten years the race raised over $130,000, including $30,000 in 2019 alone. The entire Chambersburg area recognizes the brand and the energy leading up to the race is palatable throughout the community. Race participants have been pleased with the ease of use as they navigate the website and invite others to sponsor their runs. The event videos continue to generate interest and enthusiasm surrounding the issues by giving the race longevity and momentum beyond the actual event. 


The Race Against Poverty team had this to say about the recent updates we made to the website and brand: 


“We are loving the new website–big shout out to Cross & Crown for creating the RAP5K branding over the past 10 years, AND now the new website–we are giddy with excitement like a kid with a shiny new toy!”

We are thankful that they entrusted us to help them make this dream a reality and we are proud to have created tools to help them do this important work. It’s our joy and privilege to team-up with organizations like Race Against Poverty and SCCAP to improve the lives of our neighbors in need. And as we said at the start, strong branding and user-friendly, beautifully-designed websites actually can help the local community band together to end poverty. 

Whether you lead a nonprofit, B2B company, or local small business, we are eager to partner with passionate people who want to make a difference in our world. If we can be of service to you and help with any aspect of your digital marketing needs, please reach out and schedule a meeting with us today! 



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