CASE STUDY
Putting rural opportunity
in the national spotlight.
A $24 million gift from philanthropist MacKenzie Scott created a defining moment for Robeson Community College. Formation PR & Brand helped the college connect the announcement to a larger story about educational access, workforce development and economic mobility, and gained national attention for this rural community in eastern North Carolina.
Opening doors for students andstrenthening a regional economy.
Robeson Community College (RCC) is a public, two-year institution in Lumberton, North Carolina, serving more than 9,500 students. Its learners include first-generation college students, working adults and military-affiliated families.
Through accessible education, workforce training and industry partnerships, RCC prepares students for careers that support their families and contribute to the region’s economic future.
In December 2025, the college announced a $24 million gift from philanthropist MacKenzie Scott, the largest single gift in its 60-year history.
A historic gift with a bigger story to tell.
The announcement would attract attention and RCC needed to make that attention meaningful by explaining what the investment could make possible for students, employers and the surrounding community.
The college also needed to communicate ambition alongside responsibility. With decisions about the gift’s use still ahead, leadership had to convey its significance and reinforce a commitment to thoughtful stewardship without promising outcomes before planning was complete.
Connecting the gift to the college's regional impact.
Formation recognized that the strongest story connected a nationally significant philanthropic gift to the college’s established role in creating rural opportunity.
RCC’s existing programs provided evidence of that role. Its new Utility Fundamentals Program, the first of its kind in the North Carolina Community College System, demonstrated how the college translated regional workforce needs into practical training. The college’s culinary program was on hand at the in-person press conference to provide fresh, regional fare – representing yet another way that RCC provides practical training for its region.
Grounding the announcement in this type of work gave audiences a clearer understanding of why this investment mattered and why RCC was positioned to put it to work.
Connecting the annoucementto the people it would serve.
Formation developed announcement messaging and an embargoed press release that connected the gift to educational access, workforce development and long-term economic mobility. The team also provided guidance for an-in person press conference attended by local community leaders as well as state and regional media outlets.
The narrative brought together the college’s community role, examples of its work and leadership’s vision for the future. Statements from RCC’s president and board chair balanced gratitude and possibility with a clear commitment to responsible stewardship.
Media relations carried the story across local, regional and national outlets, giving the college a broader platform to explain its value and the opportunities ahead.
National visibilitygrounded in local significance.
Coverage included CNN’s The Lead with Jake Tapper, ABC News Live, Inside Higher Ed, EducationNC, Business North Carolina, The Robesonian and regional television and radio outlets. Spanish-language reporting extended the announcement to additional audiences.
The coverage connected the gift to RCC’s role in expanding opportunity and strengthening its community. College leadership appeared prominently, helping audiences understand the institution behind the announcement.
Formation PR & Brand received a 2026 MarCom Platinum Award in the Publicity Campaign category for its work on the announcement, recognizing a strategic approach that brought national attention to RCC and its role in expanding rural opportunity.
President Melissa Singler Robeson Community College
Does your next announcmenthave a bigger story to tell?
A significant milestone creates an opportunity to help people understand your organization’s value. Formation can help you connect the news to your mission, reach the audiences who matter and build credibility for what comes next.