NJ SEEDS: Sending an Education Nonprofit to the Front of the Class


What if there was a proven way to help motivated, high-achieving students from low-income families be accepted into the country’s best colleges and universities? NJ SEEDS created a program to do just that and engaged Rosica to raise awareness that would secure donor support and attract eligible students.

In less than six months, Rosica generated 15+ million consumer impressions to help achieve those goals.

We developed a strategy to tell the story through the students’ voices and leverage statistics proving that the program worked. We capitalized on the timely graduation and college decision period to place SEEDS in national and regional/NJ media including WABC-TV NY, MSNBC.com, The Star-Ledger, and others. Stories delivered key messages and calls to action.

One thing that set the non-profit apart was its data proving the program’s success, including the number of students accepted into top-tier institutions and a corresponding number of them graduating. Rosica leveraged this data and secured a profile in the Wall Street Journal “Donor of the Day” column that surpassed the client’s expectations.