Easterns Automotive Group’s generosity warmed our hearts this week. Their local ABC news network shared a story that centered around a surprise donation by the group to a nonprofit called S.A.F.E. DC, whose purpose is to provide sports and educational programs to the youth of DC.
We contacted Joel Bassam, who is President of Easterns Automotive Group, to fill in some details on this donation as well as on Easterns’ ongoing campaign of giving back to their community.
Each month, the group selects several nonprofits to which they want to help bring awareness. Through well-established relationships with local news network reps, Easterns invites the media to cover a charity group. The selected nonprofit learns about the surprise donation by Easterns Auto only after their story is told. Around five nonprofits a month receive both an average of $2,200 from Easterns and a visibility boost in local news coverage.
Once the story is told on air, the Easterns group then shares the news affiliate’s professionally filmed and edited content around their community.
As Joel put it, it’s a win-win-win.