Social Media Strategies From

SCRATCH

BRANDING

Innovative Tactics

If your online presence isn’t enhancing the services you provide, it’s wasting you money.

Online marketing isn’t all tweets and blog posts. How can your organization go beyond the normal channels, to delight a wider audience?

 

[photo of smartphone on wood desk, nestled between a laptop and a paper notebook]

Case Study: Putting Service Before Social Media

COSA, a nonprofit for people affected by compulsive sexual behavior, was struggling on an annual budget of roughly $45,000. Roughly half came from their annual convention, and another quarter each from donations and literature/CD sales. An expensive convention year could (and sometimes did) destroy the budget for two years. 

My proposals included researching and implementing remote convention attendance, recurring online donations, and mp3 downloads. We worked to make as much of COSA available instantly, from home, as possible.

This had a significant impact not only on membership growth, but most importantly, on short- and long-term member engagement. Members with small children, financial struggles, or in remote locations, were suddenly able to participate as fully as those with fewer challenges. Members who would have had to scale back, or stop participating, due to life events, were now able to remain an active part of their community. 

COSA’s unique website visitors increased by 50% within the first year. Event attendance, previously static, began to increase annually. Four years later, they’ve discontinued CD sales entirely, in favor of mp3s.

And total donations rapidly tripled, with recurring donations making up more than half of that; total sales nearly doubled. Their total annual budget rapidly increased by 60%, and continues to grow. All without spending a penny on advertising.

[image of a graph from mailchimp, illustrating consistent open rates of 40-50% from 2015-2018, compared to an industry average of 19%]

Engaging Content

Musica Pacifica, a top-tier baroque ensemble, had a hard time tooting their own horn. Talking about themselves seemed like boasting, and their largely older fan base wasn’t engaging with them much online.

Crafting intriguing, well-researched content, that resonated with their specific demographic, resulted in an average open rate of 47%, in an industry with a 19% average. 

Tailoring different content on other platforms, which skewed younger, broadened their fan base.  And redesigning their website, to better showcase their music, resulted in a 7x increase in sales year-over-year. 

In-Depth Research

The NUMMI Re-Employment Center (NRC) was created in 2009, to help lifelong auto workers change careers after mass layoffs. The NRC positioned itself as the premier career center in California, by supporting the whole range of needs a worker and their family might face. 

In order to achieve this, I researched and created powerful publications for both the case managers and their clients. Pieces that I created included the year-end report; a comprehensive guide on where to get free meals and groceries; one on accessing free and low-income health care for your family and their pets; a brochure on successfully networking at career fairs; and an infographic on tailoring and elevating your client’s resume. 

The better you understand your audience, the more you help them.

The more you help them, the more you both thrive. ​

Case Study;

Groundbreaking research. 

About
Dani Aidan Stone

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Copywriting and Design

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