Case Study
Parents as Teachers: How Strategic Storytelling Helped a Non-Profit Secure Transformational Support
Executive Summary
Parents as Teachers National Center, a nonprofit advancing early childhood development and educational equity globally, partnered with Collaborative Communications in 2021 to elevate its national visibility. The organization had a powerful yet under-recognized story, especially its St. Louis-based doula program addressing maternal health disparities for Black women.
Collaborative developed and executed a targeted earned media strategy that brought this story to national prominence. By identifying the right narrative, cultivating the right journalist, and aligning internal stakeholders, the effort culminated in a front-page feature in The New York Times. That visibility catalyzed transformational support, including the largest single donation in the organization’s history from philanthropist MacKenzie Scott.
This case study illustrates how deep listening, strategic storytelling, and values-driven amplification can move missions forward at scale.
Introduction
Parents as Teachers National Center is a leader in early childhood education and public health. For over 40 years, the organization has supported families and strengthened communities through evidence-based home visiting programs and innovative partnerships.
In 2021, Parents as Teachers sought to expand national awareness of its work, particularly among funders, policymakers, and thought leaders. Collaborative Communications was brought in to help surface a compelling story and craft a strategy that would position the organization as both a service provider and a systems-change leader.
Problem
Despite its long-standing impact, Parents as Teachers faced a visibility gap. National audiences were not fully aware of its scale, innovation, or role in advancing equity. The challenge was not a lack of impact, but a lack of resonance and recognition.
Key needs included:
- Identifying a story that would break through the noise and position the organization as a thought leader
- Cultivating relationships with journalists who cover racial equity and maternal health
- Coordinating internal and external messaging to prepare for national media engagement
- Ensuring the story would drive not just awareness, but action, through donations, replication, and advocacy
Methodology
Collaborative was able to bring Parents as Teachers national media attention by implementing:
Narrative Discovery
Collaborative began with internal listening and assessment to identify the most powerful and timely story: a St. Louis-based doula program that trains Black women to support Black mothers, addressing maternal mortality and systemic racism in healthcare.
Journalist Matching
The team identified New York Times reporter Erica Green as the ideal journalist. Known for her racial equity reporting, Green was offered an exclusive. She immediately saw the story’s depth and relevance.
Media Partnership and Facilitation
Over several months, Collaborative:
- Managed the relationship with Green and the Times editorial team
- Coordinated interviews, photo shoots, and in-person site visits
- Prepared Parents as Teachers leadership and program participants for press engagement
Amplification Planning
Following publication, Collaborative activated a cross-channel strategy to sustain momentum:
- Distributed the article across stakeholder lists and affiliate networks
- Drafted an op-ed for the St. Louis Post-Dispatch
- Engaged new media and philanthropic audiences through targeted outreach
- Continued managing the broader social media strategy to elevate the brand long-term
Analysis
Narrative Power Unlocked Visibility
The doula program brought together timely issues—maternal health, racial justice, and community leadership—in a way that deeply resonated with national audiences.
Strategic Journalist Selection Was Key
Offering the story to the right journalist ensured it would be told with depth, care, and impact.
Preparation Built Confidence and Control
Collaborative’s coaching and planning helped leadership and community members navigate national media with clarity and confidence.
Visibility Fueled Tangible Impact
The New York Times feature triggered significant attention, increased social media engagement, and renewed interest from affiliates and funders.
Findings & Insights
Through working alongside Parents as Teachers to gain support, Collaborative found:
- The Right Story, Told Well, Can Transform Perception: The doula program was not just compelling—it was timely, strategic, and emotionally resonant.
- Journalist-Story Fit Is Strategic, Not Serendipitous: Matching the story to the journalist and building that relationship was pivotal to the article’s success.
- Visibility Drives Support: The resulting philanthropic investment and new program interest show that media can be a lever for institutional growth.
- Amplification Is as Important as Placement: Collaborative’s follow-on strategies ensured the story lived beyond the headline and reached key audiences.
Recommendations
The media attention and outcomes of this were transformational for Parents as Teachers as an organization. For other organizations looking to find similar success, Collaborative recommends:
- Lead with Listening: Authentic, mission-aligned stories are surfaced, not invented, through internal exploration and empathy.
- Invest in Journalist Relationships: Take the time to find the right reporter and build a collaborative, trust-based relationship.
- Prepare Spokespeople Thoughtfully: Internal alignment and coaching reduce risk and increase impact when media opportunities emerge.
- Think Beyond the Headline: Plan for amplification across channels to deepen reach and sustain momentum.
- Use Media as a Catalyst, Not a Conclusion: Let coverage open doors—for partnerships, funding, replication, and continued engagement.
Conclusion
Parents as Teachers had a powerful story. Through deep partnership, strategic thinking, and intentional storytelling, Collaborative helped bring that story to the national stage, resulting in historic visibility, transformational funding, and stronger alignment across the organization’s network.
This case exemplifies how earned media, when done right, is not just a tactic—it’s a tool for systems change, equity amplification, and long-term mission growth.