Case Study: #GiveTheGame Campaign

Timeline:

2 months

Date Completed:

December 2020

Provided:

Campaign Strategy, Email Marketing, Social Media Management, Content Creation, Copy Writing, Videography, Video Editing, Graphic Design, Website Design

Project Overview

I developed and executed social media, email, direct mail, and influencer marketing strategies, to support the organization’s first solo-supported Giving Tuesday fundraising campaign. The campaign increased awareness of the brand, mission education, and supporters.

Goals

• Achieve fundraising goal of $5,000 by December 31, 2020.
• 100% Executive Board participation.
• Create greater brand awareness in Mid-Shore counties (Dorchester and Talbot Counties).

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Strategy + Tactics

• Profile impact stories from members of target audience, using the show, don’t tell methodology.
• Create JA Ambassador program encouraging user-generated content and increased social capital for organization.
• Provide Executive Board Members with social graphics and messaging for Facebook Fundraisers and encourage friendly competition for highest amount raised.
• Utilize annual Centennial Dinner direct-mailing list to solicit donations for Giving Tuesday in response to COVID-19 event cancellations.

Results

Fundraising Goal

• Total funds raised: $13,947.60
  • + 179% of original $5,000 goal
  • + 615% year-over-year increase

Brand Awareness and Community Involvement

• 30% of donations originated from Talbot and Dorchester counties; up from 0% in FY19
• 69% Executive Board participation; up from 14% in FY19

Social and Email Campaigns

• Campaign had organic reach of over 16K on Facebook, a 686% increase from FY19
• Email campaign average open rate of 32% and CTR of 12%