Success Story: North Carolina's Southeast

magnifying glass icon  The Situation: 

North Carolina's Southeast (NCSE) is a regional public-private partnership that markets 18 counties nationally and globally to encourage new economic growth. Business and government leadership collaborate through The Southeastern Partnership, a 501c6 organization, to promote the region and its assets. However, the all-publicly funded organization was in danger of losing significant operating revenue because the North Carolina Department of Economic Development was being revamped by state legislators. To survive, NCSE needed to pivot quickly to a public-private funding model.

cross-hairs icon  Funding Goals: 

While a specific dollar amount was not outlined initially, the primary funding goal was to pivot to a public-private funding model to replace the significant operating revenue that was in danger of being lost. A successful campaign was necessary to ensure the organization could survive an impending 90% reduction in operating revenue caused by the state cutting funding entirely in 2014.

lightbulb icon  The Challenges: 

An initial feasibility study revealed that NCSE lacked the correct organizational structure to attract significant private-sector revenue. Additionally, the organization did not have the necessary name recognition in the region to immediately launch a funding campaign.

checkmark icon  Our Approach: 

In 2012, RDG was retained by NCSE to conduct a feasibility study. To prepare for a campaign launch, RDG developed an aggressive eight-month timeline to address the organization's structural and recognition issues. RDG identified new options for organizational structure and created a plan to position NCSE front and center with regional decision-makers. Furthermore, RDG facilitated an organizational restructure to create a more private-sector-friendly governance model and designed internal infrastructure for managing ongoing resourcing.

chart icon  The Results: 

  • The restructure prevented what would have been a 90% reduction in operating revenue when the state cut funding entirely in 2014.
  • A successful funding campaign allowed NCSE to thrive during a period when many other North Carolina regional marketing organizations struggled to survive.
  • Today, NCSE continues to thrive under the state's more recent restructure that created the North Carolina Economic Development Partnership.
  • The organization's governance model remains intact, keeping funding stable and secure through economic transformations, such as the one caused by COVID-19.