Case Studies

The Girl Scouts of Greater New York (GSGNY) launched Troop 6000, a new program for girls experiencing homelessness at a single homeless shelter.
Careful Press Effort Raises $2 Million for Youth Program

GSGNY launched a first-of-its-kind program for girls experiencing homelessness.. Through sustained press engagement and a new partnership with New York City, the program raised $2 million and expanded to 17 city-funded homeless shelters.

New program launched by The Girl Scouts of Greater New York (GSGNY)

CHALLENGE

The Girl Scouts of Greater New York (GSGNY) launched Troop 6000, a new program for girls experiencing homelessness at a single homeless shelter. It gained immediate interest and widespread demand.  To support the program’s expansion, GSGNY needed more support.

GOAL

Promote the program to attract more support for an expansion.

STRATEGY

We leveraged the initial media buzz, managing and generating press interest, and coordinating with city agencies to ensure the program’s expansion.

Tactics

  • Media Relations:
    • Pitched, secured, and managed over 250 local, national, and international media stories during the first few years of the program’s existence.
    • Identified opportunities to develop new story angles to maintain press interest.
  • Coordination with City Agencies:
    • Partnered with the Department of Homeless Services to gain access to shelters, overcoming logistical barriers to expand the program.

ResultS

  • GSGNY raised over $2 million in funding, including more than $1 million from the City of New York—the first City funding in the organization’s 100-year history.
  • The program expanded from one shelter serving 27 girls to 17 shelters citywide, reaching more than 500 girls and women.
  • Media coverage spanned local, national, and international outlets, including The New York Times, CNN, and Good Morning America, keeping Troop 6000 in the public eye and attracting widespread support.
  • The campaign amplified awareness of the challenges faced by girls experiencing homelessness, fostering greater community support for innovative solutions like Troop 6000.

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