"Doing the Most Good," rain or shine

September 12, 2014

“Doing the Most Good” for 125 years is no small feat. That’s why The Salvation Army DFW Metroplex Command has been celebrating with a yearlong series of activities designed to engage a new generation of supporters. Most recently, that translated into The Most Good Music Festival – a day of live Texas country music in the heart of Fort Worth. 

The festival featured headliners Stoney LaRue and Jack Ingram, along with an array of other Texas country up-and-comers.  Focused on ways that The Salvation Army helps fight hunger in DFW, the event used the stage to tell that story to the crowd. At merchandise and food tents, guests could round up their purchases to the “Doing the Most Good Price” to be a part of the fight. 

Richards Partners’ role was to brand and promote the event through paid, earned, and social media. We used every available channel that the budget would allow, relying heavily on digital advertising and social media. T-shirts were printed, tent signage was produced, and the stage was set. 

But there was one not-so-small factor we couldn’t control – the impending clouds headed for the festival grounds. When the storm hit (literally and figuratively), The Salvation Army had to find a way to bounce back. 

As soon as the rain had settled, attendees were notified that the show would go on. Being die-hard Texas country fans, they came running back for a live music experience unlike any other. Stoney LaRue and Jack Ingram stood side by side on stage, trading acoustic renditions of crowd favorites. And we’re talking true crowd favorites – the two artists welcomed song requests from the audience throughout the performance. 

At the end of the night, a signed guitar was auctioned off to one lucky winner for a generous donation. Jumping on board with the cause, two other guests matched the winner’s commitment, and thousands of dollars were raised for The Salvation Army in just minutes. 

In short, it was a special night for Stoney and Jack fans, one they won’t soon forget. Not only that, The Salvation Army was able to authentically connect with a new group of fans via country music.