Joseph & Evelyn Lowery Institute

A Decade of Strategy, Storytelling, and Stewardship for a Civil Rights Legacy

Client

Joseph & Evelyn Lowery Institute for Justice & Human Rights, Atlanta, GA

Sector

Civil and human rights nonprofit

Partnership

2015 to present, 10+ years

Services

Communications strategy, civic engagement campaigns, legacy and media relations, event strategy and production, fundraising management, annual reporting, social media management, and graphic design

1. The Organization

   The Joseph & Evelyn Lowery Institute for Justice & Human Rights carries forward the legacy of Rev. Dr. Joseph E. Lowery, co-founder of the Southern Christian Leadership Conference and recipient of the Presidential Medal of Freedom, and of Mrs. Evelyn Gibson Lowery. The Institute focuses on civic engagement, social justice, and developing the next generation of leaders.

2. The Challenge

   Legacy organizations carry a unique responsibility. They must honor a powerful history while staying relevant to new generations, sustain donor support year after year, and respond with care when the moments that matter most arrive unannounced. Like many mission-driven organizations, the Institute needed to do all of this without a large in-house marketing team. The Institute needed a partner who could:

   • Mobilize young and first-time voters during a pivotal election cycle
   • Protect and elevate Rev. Lowery's legacy in the national media following his passing
   • Produce high-profile fundraising events that inspire giving and deepen donor relationships
   • Tell the Institute's impact story clearly and consistently to supporters, funders, and partners

3. Our Approach

   For more than a decade, Jennifer Rogers-Givens has served the Institute as both a board member and its marketing consultant. That dual role gives P3C a rare vantage point: a deep understanding of the mission from the inside, paired with the strategic discipline of an outside partner. Every engagement is guided by our CLARITY methodology, starting with context and audience insight and ending with measurable results the Institute can build on.

4. Civic Engagement: The 2018 Voter Registration Campaign

   Ahead of the 2018 Georgia elections, P3C led a comprehensive voter registration campaign focused on engaging and mobilizing young voters across the communities the Institute serves. The campaign coordinated with civil rights leaders including Representative John Lewis and Ambassador Andrew Young, pairing trusted, respected voices with a clear call to action.

   More than 46,000 voters registered.

5. Legacy and Media Relations: Honoring Rev. Dr. Joseph E. Lowery

   When Rev. Lowery passed in 2020, the country was in the early days of the pandemic, and the public could not gather to mourn him. P3C managed national earned media surrounding his passing, securing significant coverage that honored his life and work while protecting the privacy of a service the public could not attend. The communications balanced grief with gratitude and kept supporters connected to the Institute's ongoing mission.

   2.1 billion earned media impressions.

6. Signature Events and Fundraising

   P3C manages the full lifecycle of the Institute's biannual signature fundraising events, from first concept to post-event follow-up. Our scope includes:

   • Strategy and theming: event ideation, theme development, and location scouting
   • Speakers and programming: speaker identification, vetting, pitching, letters and confirmations, speech writing, run of show, and programming
   • Design and promotion: social media assets, event landing pages, promotional graphics, on-site signage, programs, and print materials
   • Production: pre-production planning, on-site production, media coordination, and post-production
   • Fundraising: management of all fundraising interfaces and ticketing, plus post-event donor engagement

   Events ranging from dinners of more than 300 attendees to intimate conversations with leaders such as Congresswoman Maxine Waters. P3C also manages the Institute's Shark Tank programs, in person and digitally.

7. Annual Reporting

   P3C drafts and develops the Institute's annual report, translating a year of programs, partnerships, and impact into a clear, compelling story for donors, funders, and community partners.

8. Always-On Communications

   Between major moments, P3C supports the Institute with social media management, content development, and graphic design, keeping the Institute visible and its supporters engaged year round.

9. Clarity. Connection. Capacity.

   • Clarity: a consistent story that connects the Institute's history to its work today.
   • Connection: campaigns and events that bring trusted voices, supporters, and new generations together.
   • Capacity: a dependable strategic and execution partner that lets a lean team deliver at a national level.