The COVID-19 pandemic had devastating effects on already-vulnerable Virginian individuals/families and Cornerstones was there with wraparound services to support and advocate for their clients throughout the year. With CARES Act funding running out at the end of 2020, it was imperative that Cornerstones secured a significant amount of money through its end of year (EOY) giving campaign to continue providing critical services in 2021 when funding would end. PCI worked with Cornerstones leadership to develop an end-of-year giving campaign.
Digital Marketing
CORNERSTONES
SHOWCASE
LEVERAGING SOCIAL MEDIA TO SURPASS DONATION GOALS AMIDST COVID-19
| KEY PROGRAM ACTIVITIES |
|---|
| Assessment of current capabilities and needs and the nonprofit’s social media strategy |
| Developing a social media strategy focused on video storytelling in support of end of year giving |
| Developing a comprehensive social media strategy playbook |
| Community management of the nonprofit’s social media |
| Conducting interviews with Cornerstones staff to inform video content |
| Developing seven videos and 11 social media graphics to support the campaign |
| Distributing the content across social media, Vimeo and the Cornerstones End of Year Giving donation page |
| RESULTS |
|---|
195% increase in Giving Tuesday donations over the 2019 amount |
118% increase in donors from 2019 |
1,516 audience engagement across Facebook, Instagram, Twitter and LinkedIn |
| PCI’s digital efforts helped Cornerstones have their most successful End of Year giving campaign ever. |
| PRSA Skyline Award of Excellence Winner and PCC Silver Award Winner – Leveraging Social Media to surpass donation goals |
END-OF-YEAR GIVING CAMPAIGN
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