Community Catalyst: Unveiling the Transformative Impact of United Way's Give Where You Live 2023 Case Study

Jan 22

https://www.givewhereyoulivemaury.org/

Give Where You Live Maury is a day of giving, held annually on Giving Tuesday, fueled online by the power of social media and collaboration. Give Where You Live Maury is an initiative of United Way of Maury County, Inc. to highlight our 55 community nonprofits and provide a platform to promote charitable giving.

Case Background:

Last year, the United Way of Maury County switched to 'Give Where You Live' for their annual fundraising campaign. United Way believed that if they could increase awareness of the campaign on social media, they could dramatically increase their funding this year. United Way contracted Visual Media Co to create and deliver a social media awareness campaign around 'Give Where You Live.'

Key Issues

#1 Awareness of the Campaign

Being only the second year, getting visibility liftoff was crucial for growing the campaign.

#2 Early Holiday Fatigue

Buyers have already spent money before Giving Tuesday, and most have maxed out their budgets.

#3 Creation and Execution of a Social Media Campaign

United Way does not have the knowledge or resources for a sustained, months-long visual media campaign.

Solutions and Implementations

#1 Consistent and unified messaging

Creating a series of pre-written posts and scripts ensures the "Give Where You Live” remained consistent across the board.

#2 Create an accumulation campaign of both paid and owned media to raise awareness slowly but steadily before the event

With a small ad budget, specific targeting, and multiple posts per day leading up to the event, the overall awareness and participation increased significantly.

#3 Feature local people and places to drive the idea of local/Maury

Seeing local faces and names attached to a project inspires others to participate, like=like. Showing their friends and family adds a layer of emotional attachment to the campaign.

Results and Evaluation:

With a 278% increase in reach and a 596% increase in content interactions on Facebook alone, we drove an increase of 765% in link clicks to the website for the campaign. Overall, the campaign raised 3X more money than last year and was recognized online by Giving Tuesday.

"With the addition of Visual Media Co., our annual fundraising campaign grew three times the previous year."
"By handing over the PR to the professionals with Visual Media Co., all parties involved - UWMC, our partner agencies, and the community as a whole benefited."
"The freedom to focus on other areas of our annual campaign, after bringing Visual Media Co. on board to handle the creative content, was priceless!" Laura Truelove