2021 Greater Somerset County YMCA Day of Giving Digital Direct Marketing Campaign
▲ WEBSITE ALERT BAR
▲ TWITTER/X, INSTAGRAM & FACEBOOK POSTS
▲ WEBSITE POPUP
▲ FACEBOOK ORGANIC & PAID CONTENT
▲ META ADS (FACEBOOK & INSTAGRAM REELS)
▲ EMAIL & BOOSTED (paid) FACEBOOK POST
▲ FACEBOOK POST
▲ META ADS (FACEBOOK) & TWITTER/X POST
[ details ]
Organization
Greater Somerset County YMCA
Project
Day of Giving Digital Marketing
Role
Project Lead, Social Media Marketer, Web Designer
Tools & Technology
Adobe Photoshop | Daxko Engage Email/Marketing Automation | Google Docs | Google Sheets | Hootsuite Social Media Management | Meta Ads Manager (Facebook & Instagram) | Microsoft Word
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Campaign Management | Communications Planning | Conceptual Thinking | Content Creation | Creative Development | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Digital Marketing | Email Marketing | External Communications | Event Promotion | Integrated Marketing Communications | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Partnership Branding | Project Management | Social Media Marketing | Stakeholder Management | Strategic Marketing & Planning | Web Design | Word-of-Mouth Influence
Additional Credits
- Steve Clarke: Graphic design (original assets used/repurposed in digital campaign)
[ more ]
INTRO & GOAL
As YMCAs from coast to coast continued to struggle with the ongoing financial impacts of the pandemic, a nationwide Day of Giving on March 2, 2021, was planned. YMCA of the USA provided local marketing teams graphic design assets, photography, and messaging. However, this date conflicted with Greater Somerset County YMCA’s well-orchestrated annual giving campaign – the active, public-facing portion is just six weeks long. It runs from late February to early April. Greater Somerset County YMCA chose, instead, to host its own day of giving on April 12, 2021, in coordination with the end of its philanthropic campaigning period. Custom messaging, graphics, and more were needed to execute a successful omnichannel campaign.
STRATEGY & PROCESS
Repurpose and incorporate existing infographics and photography used in Greater Somerset County YMCA’s 2020 Impact Report (heavily used in the active portion of the Annual Campaign) into a Day of Giving campaign’s tactics and messaging, including a gift-matching donor for an added sense of urgency. Account for the digital-heavy shift of effective marketing communications tactics post-pandemic.
SOLUTION & OUTCOME
Crafted and executed a comprehensive integrated marketing communications plan. Tactics deployed included: a persistent alert bar at the top of every page of the Greater Somerset County YMCA website; a website popup alert box with graphics, messaging, and a call to action button; organic social media posts on Facebook, Instagram, Twitter/X, and LinkedIn scheduled throughout the day; video content posted as Reels on Facebook and Instagram; emails deployed to current and past YMCA members; paid Facebook ads with a “Donate Now” button; as well as a virtual volunteer toolkit containing pre-written social media post copy, graphics, photos, and video content for volunteers to use as the basis for their own personal posts in support of the Day of Giving. Ultimately, the $10,000 Day of Giving goal was met. Messaging and cadence leaned into the sense of urgency created thanks to a gift-matching donor. Consistent use of color, graphics, and messaging supported awareness, interest, and action. Boosted Facebook posts with complimentary giving messaging scheduled to surround the Day of Giving. Timely organic social media updates throughout the day supported the sense of excitement and helped drive engagement.