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SHOWCASE
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DIGITAL MARKETING CAMPAIGN

COVID-19 had devastating effects on Northern Virginians already struggling with homelessness, poverty, and inequity. With more than 50 years of service as a leading anchor organization, Cornerstones’ capacity to provide affordable housing, food, emergency financial assistance, quality childcare, and valuable job skills has never been more critical to the economic resiliency of this region.

In anticipation of a tsunami of homelessness and economic instability caused by the end of the eviction moratorium, Cornerstones worked with PCI to build a digital marketing campaign to complement their annual End-of-Year Giving direct mail campaign. The results included markedly increased donations, community awareness, and advocacy.

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.
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