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CASE STUDIES / DIGITAL MARKETING

Social Media Plan Enables Non-Profit Organization to Increase Brand Awareness and Drive Donations

Digital Marketing

Scope

  • A non-profit organization that connects public school students with essential services, removes barriers to learning, and empowers students to stay in school was struggling to create brand awareness among potential donors.
  • The organization’s goal of increasing monetary contributions from new and past supporters could only be accomplished through enhanced brand awareness on digital channels and increased social media presence.

Process

  • Northridge created social media goals and objectives targeted at addressing specific business issues and increasing brand awareness.
  • A social media audit was conducted to assess current social media use. This audit:
    • confirmed the target audience and benchmarked how other entities and comparable organizations addressed this audience.
    • defined the channels to pursue (website, Facebook, Twitter, LinkedIn).
  • A content strategy and associated editorial calendar (videos, photos, blog posts, infographics, case studies, etc.) were created.
  • An implementation plan, identifying tasks, owners, and due dates, was developed.
  • A post-implementation plan was used to track and measure progress and make improvements.

Results

  • Northridge developed and implemented an enhanced social media marketing plan, an implementation roadmap, and a timeline for the organization, resulting in:
    • increases in website visits among current and prospective partners/donors.
    • increases in LinkedIn (79%) and Twitter (108%) followers, including alderman and local celebrities.
    • increases in Facebook “Likes” gained by linking to well-known local people and organizations.
    • increases in digital newsletter subscribers.
  • The enhanced social media marketing plan put the organization on track to reach its fiscal-year-end fund-raising goals for the current year and exceed those goals in future years.

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