Then LDF Director-Counsel Ted Shaw (center) led 2005 voting rights campaign supporting formerly incarcerated citizens.

Case Study | NAACP Legal Defense Fund (LDF)

Client: The NAACP Legal Defense and Educational Fund, Inc., was founded in 1940 under the leadership of Thurgood Marshall, the late civil rights legal legend and first AfricanAmerican U.S. Supreme Court Justice.  LDF is dedicated to making reforms in the American legal system to secure and protect the rights of African Americans, other people of color, women and the poor.

Challenge:  LDF approached McKinney & Associates in 1993 to advance the mission of the organization and position LDF as a major national force in social justice advocacy. 

Solution: McKinney & Associates employed a multi-tiered, sustained approach that included strategic communications planning; ongoing communications counsel; media relations and story placements; constituent building; positioning the leadership; executive and group media training; special event planning and media monitoring. McKinney served as the AOR for the organization on a continuous basis from 1993 to 2007.

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Communications strategy forms the backbone of McKinney service expertise.  A carefully formulated plan lays the foundation for successful outreach and informs all the work that McKinney produces.