Success Story: Metro Atlanta Chamber

magnifying glass icon  The Situation: 

The world view for Atlanta's citizenry changed in late 1990 when the International Olympic Committee awarded the 1996 Summer Olympics to Atlanta. The corporate leadership of Atlanta correctly envisioned a singular opportunity to build and promote a world-wide Atlanta "brand" while they dominated the "eyes of the world" during that two week stretch. In 1991, the MACOC determined that a then dormant Forward Atlanta fund offered the best vehicle to collect and expend financial resources to build and promote the Atlanta brand through media opportunities created by the Olympics.

cross-hairs icon  Funding Goals: 

Beginning with the first campaign in 1991, themed "Preparing Atlanta for the Olympics", the MACOC set out to institutionalize Forward Atlanta through five total five-year funding cycles. The core objective was to collect and expend the necessary financial resources to build and promote the Atlanta brand.

lightbulb icon  The Challenges: 

The primary initial challenge was capturing the singular opportunity to build and promote a world-wide brand during the high-visibility two-week stretch of the Olympic games. Beyond the games, the organization needed a sustainable vehicle to continuously fund important regional "special projects" such as public policy platforms focused on transportation and air quality reform.

checkmark icon  Our Approach: 

Through the first three Forward Atlanta campaigns (1991, 1997, 2002) RDG utilized their direct solicitation approach to execute the campaigns. To adapt to the organization's growth, in 2007 and 2012, RDG managed hybrid campaigns as MACOC staff and volunteers accepted more responsibility for individual solicitations.

chart icon  The Results: 

  • Over the course of five campaigns, RDG has helped the MACOC generate close to $115 million in all private funding for their Forward Atlanta initiative.
  • Forward Atlanta has become the most well-funded all privately resourced regional economic development program in the United States.
  • With those funds, Forward Atlanta has successfully recruited hundreds of companies and helped retain, create and attract tens of thousands of new jobs to the region.
  • The Atlanta brand is truly global and is well-known for innovative initiatives designed to attract headquarters, technology companies and workforce, and grow entrepreneurs.
  • Forward Atlanta has successfully become the primary vehicle for funding important regional "special projects" such as public policy platforms focused on transportation and air quality reform.