Alyssa Milano MCs Fundraiser for the Equal Rights Amendment Coalition

ERA Coalition • Virtual Event Case Study

Strategy | Design | Video & Livestream Production

1 Wks
Launch Time

The Challenge

The Equal Rights Amendment Coalition, which represents over one hundred organizations nationwide, came to us with a bold idea in the increasingly-important public conversation about equity in the judicial system: A virtual, panel-based conference and fundraiser with a roster that included Ilyasah Shabazz, Alyssa Milano and Patricia Arquette, along with an array of other leaders, artists, and creators in progressive causes and nonprofits. The panel, titled, “Meet the Chairs,” was kicked off by ERA Coalition’s chairs, Kimberly Peeler-Allen and Mona Sinha.

The challenge was a production play: Due to conflicting schedules of prominent panelists, their discussions would have to be pre-recorded, then produced into the organic flow of the live conference agenda, along with custom graphics, landing page, and live chat.    

Our Solution

Our chief producer met with each of the panelists throughout the week of the scheduled recordings. Segment recordings were edited down, transitions smoothed over as they came in. Meanwhile, we designed and built a conversion-optimized landing page with campaign information, secondary calls to action, and branded live chat.


In total, we created a streamlined, branded experience for attendees  to easily enjoy the event and donate.

The event flow was attentively timed and interwoven with diverse sets of live and pre-recorded content. This included an acapella performance by youth-family quartet, DGLS, who covered Cynthia Erivo’s “Stand Up,” and documentary footage of Dr. Martin Luther King. The event landing page would not only serve as a registration/attendance gateway, but would also include political calls-to-action, including a petition to ratify the ERA, and an interactive database showing where candidates stood on pertinent issues. 

Attendee Comments

"I want to stay here forever :~)
Motion to never adjourn!
Woooohooo!!! So moved!

What We Did

01Event Page Design

02Donation Call to Action

03Petition Call to Action

04Live Chat

05Speaker Coaching

06Live Support

07Backstage Production


“What we did this weekend was unprecedented. We’ve never before done an online convention like this. And in order for it to run as smoothly as it did, a ton of people put in just a ton of work. So I’m going to acknowledge some of those people right now. First I want to thank Michelle and Daniel from We & Goliath who set us up with this wonderful platform. They did so much so quickly, and I think this was a really great venue for our first virtual convention.

Anna Bonomo

Conference Organizer

"Simu-live" Premium Production

Our chief producer led multiple remote recording sessions, and stitched those together with other video clips and a “thanking our sponsors” slideshow. Then, we broadcasted this session as if it were live. This style of “simulated livestream” event allows for a high level of production including edits and approval, and frees up staff to participate in the live chat.

Animated “How-to-Navigate” Infographic

We created this custom graphic/slideshow to help train users on the features and navigation of the event platform.

Custom Landing Page

We designed and built a conversion-optimized landing page focused on collecting donations, and secondary calls-to-action for a petition to ratify the ERA, and an interactive database showing where candidates stood on pertinent issues.

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