Challenge
Firebelly was engaged to help United Way of Central Indiana generate online buzz about, and traffic to, the Live United Give United microsite designed by Epigram with the ultimate goal of increased donations in the $5-$10 range.
Approach
Firebelly built a blog and microsite for easy syndication of news, updates and stories about the campaign to UWCI’s Twitter account, Facebook page, and LUGU microsite. The microsite also contained sharing functionalities that made it easy for vistors to share the page with their family and friends on their social networks and via email.
Firebelly was also brought into the United Way of Central Indiana office to consult staff on social marketing best practices, as well as ways for them to best leverage their existing network to help share the message.
After identifying and reaching out to Indianapolis-area online influencers, Firebelly produced and marketed a video with those influencers asking their Facebook and Twitter networks to watch the video, share it with their friends, and donate. Two versions of the video were made – one specifically for distribution on Facebook and another for Twitter.
Below is the Facebook version of the video:
Results
Overall giving was up over the 2008 campaign. United Way of Central Indiana witnessed a 75% increase in donations in the $5-$10 dollar range and a 94% increase in fans on their Facebook page that they can now engage and mobilize during future campaigns.
How can Firebelly help you develop your social marketing campaign?
I am encouraged to see more and more support for non and not for profit niche markets. I am interested to know what more is being done to raise the overall awareness of charitable campaigns. Are there any more recent developments in the field?? I have not seen any new events posted to the news section of the website and I would really like to find out what makes the fire in Firebelly burn. I am familiar with the concept and am really rather intrigued by your use of the term. I am sure that it would make a great story. Who came up with the idea? Because I want to talk to them! I appreciate, bright, ingenious ways to express positive, like-minded, forward-thinking people. A fire inside is a great way to describe one’s passion and drive. I feel the same way. How can I help? What can I do for you to help further your success?? together we can.
cheers!
Comment by jamin doyle on August 2, 2010 at 3:34 pm