CLT Alliance Foundation

Context

The CLT Alliance Foundation launched the Charlotte Small Business Growth Fund to expand access to capital for underserved entrepreneurs across Charlotte, with a goal of delivering $40 million in loans through partnerships with local Community Development Financial Institutions. To build trust, increase awareness and ensure the initiative reflected the needs of the small business community, the Foundation sought strategic communications support grounded in clarity and community insight.

Our Approach

Zaja PR provided public relations support to strengthen understanding of the fund and build trust with the entrepreneurs it aims to serve. We developed email and social media content, produced visuals and graphic design, managed media relations, created customer story videos and refined newsletter content to ensure clear, relevant and accessible messaging.

To deepen engagement and ensure the initiative reflected real community experiences, we planned and facilitated two focus groups. One group included entrepreneur support organizations and the other group included small business applicants. These sessions offered candid insights into barriers, opportunities and perceptions of the program. We analyzed the feedback and developed a comprehensive report with recommendations to expand engagement with the program.

Key Results

Our efforts increased program visibility, strengthened trust with community partners and supported greater participation among the small business owners the initiative is designed to serve. The Foundation gained clearer insight into community needs, enabling more responsive outreach and more effective communication throughout the loan program.