Case Study: St. Baldrick’s Foundation achieves 92% event coverage and 78% increase in media impressions with Cision Comms Cloud

Using Distribution & Database to Soar Past Earned Media Targets

St. Baldrick’s Foundation, the largest private funder of childhood cancer research, runs signature head‑shaving fundraisers—most concentrated in March—when roughly 600 events occur. Faced with the need for a scalable, personalized media approach, the team focused outreach on top markets but still had to manage a large volume of contacts and ensure same‑day and post‑event coverage across prioritized DMAs.

Using Cision Comms Cloud and PR Newswire, St. Baldrick’s built hyper‑targeted media lists, executed coordinated pre/day/post outreach, distributed a multichannel “Rock the Bald” news release with multimedia assets, and monitored coverage in real time. The campaign delivered strong results: 92% of events that received personalized outreach secured coverage, media impressions rose 78% year‑over‑year, the MNR was viewed over 25,000 times (with 75,000 multimedia views), and the team gained clear analytics to report impact and drive donations.

St. Baldrick’s Foundation

Traci Shirk

Director of Media & Storytelling