Goodstock: The 24-Hour Pro Bono Marathon

Agencies Team Up to Help Local Nonprofits With Round-the-Clock Marketing Work

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Andy Wallman
Andy Wallman
Judi Wax
Judi Wax
Ever wanted to start a do-good movement? Andy Wallman and Judi Wax are doing just that, committing their agencies to a 24-hour marathon of pro bono work for needy nonprofits in their markets, an event they call Goodstock. They're welcoming any agency that wants to do its own Goodstock marathon to join them.

The need has never been greater for nonprofits around the country. Giving to social service charities is down by double-digit percentages -- and demand for services is rising amid economic turmoil that has affected us all. You know. You get the calls. But it's also part of our DNA to give back to the communities where we live and work. Always has been.

That's why our two agencies -- 1,000 miles apart -- will team up to do as much good as possible in just 24 hours beginning at noon today. So no matter how short your deadlines are, ours are shorter.

It's called "Goodstock" -- a round-the-clock marketing marathon where the end result is good for all. Of course, it's a take on Woodstock -- celebrating its 40th anniversary this year -- and we hope it will have a similar long-lasting legacy.

For Goodstock, our agencies will pull all-nighters to complete multiple projects for a total of 23 organizations in both of our markets. Ads, brochures, Web sites, press kits, logos, social media strategies, fundraising ideas and much more. You name it, we'll do it to help needy nonprofits in our markets attract attention, donations and volunteers in the coming year.

Goodstock was created five years ago by a group of philanthropic minds at Knupp & Watson in Madison, Wis. K&W saw Goodstock as "24 hours of love and advertising" -- a love fest for the common good. The agency had always done pro bono work, but wanted to blow the roof off the idea of giving after hearing about "big give" events elsewhere. K&W challenged the entire agency to do as much good as possible in 24 hours, and the surprise upshot was that it was a ton of fun. Since then, K&W has averaged 30 projects a year and donated more than $1.2 million in goods and services—and now it's catching on.

To give back to the community for 25 great years, Luquire George Andrews in Charlotte has adopted Goodstock in honor of its 25th anniversary, and the passion for Goodstock is so great, LGA intends to do it every year. How did LGA hear about Goodstock in the first place? The two of us worked together at another agency in Madison, and the idea of Goodstock was too good to hold back.

Together, our goal is to pioneer a Goodstock movement so that agencies throughout the country will get onboard with us for 24 hours to provide pro bono services to nonprofits in their markets. Imagine the impact. Imagine the Red Bull. Imagine the good.

It's a rather crazy bonding experience for everyone, and our communities have embraced it with open arms.

In Madison, it's becoming a bit of an institution, with more than 40 nonprofits benefiting since it began.

In Charlotte, Carolina Raptor Center plans to release a rehabilitated raptor to thank us for what we're doing.

If you're interested in putting on your own Goodstock event now or next October with us, please contact us, and we'll share everything we've got and have learned along the way. We guarantee you'll feel like a better person. Tired, but better.

To inspire you, below are the 23 organizations in Madison's Dane County and Charlotte's Mecklenburg County that will benefit from Goodstock 2009. Join us, and see what great work for good causes can do.

Capital Candlelighters

Carolina Raptor Center

Charlotte Community Health Clinic

Charlotte-Mecklenburg Council on Aging

Charlotte Speech and Hearing Center

Child Development Inc.

Common Threads Family Resource Center

Community GroundWorks at Troy Gardens

Dane County Cultural Affairs Commission

Domestic Abuse Intervention Services

Family Connections of WI

Focuscorp Inc.

Goodman Community Theater

International House

Jacob's Ladder


Operation Home Front of North Carolina

Ronald McDonald House Charities of Madison

Summit House

The Rainbow Project

The River Food Pantry

Walbridge School

Wisconsin Early Childhood Association

Andy Wallman is president-executive creative director, Knupp & Watson, Madison, Wis.
Judi Wax is senior VP-director, public relations, Luquire George Andrews, Charlotte, N.C.
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