When a catastrophic earthquake hit Haiti in 2010, Samaritan’s Purse responded immediately with food, clean water, medical supplies, staff and volunteers. Many other relief organizations were also on the ground doing good work, which meant the challenge for DeMoss was to make sure the public and potential donors knew, through news coverage, about the impact Samaritan’s Purse was having on the lives of hurting Haitians.

Our staff on the ground in Haiti began finding and crafting the heartfelt stories that told the unique perspective of how Samaritan’s Purse was making a difference. Then, in coordination with our team back in the U.S., we began a targeted outreach to reporters and producers on the ground in Haiti and in the United States—pitching them on the personal stories, the scale of the organization’s impact and the ways in which they were doing relief work that few others were doing.

Within the first few weeks following the disaster, Samaritan’s Purse had garnered an impressive amount of positive media coverage, reaching millions of viewers and readers, including dozens of stories on CNN, Fox News, ABC News, CBS News, USA Today, The Washington Post, Associated Press and many others.

We also secured a “one-year-later” story with ABC News’ Nightline that followed the progress of Samaritan’s Purse’s efforts—all funded by more than $50 million in private donations.