Challenge: Redefine how to connect digitally with young professionals
After a few years of slipping engagement, United Way of New York City (UWNYC) set out to reengage young professionals in their mission. A key tactic was Brews & Books, an event benefiting the nonprofit's education programs.
In the past, young-professional events proved successful for the organization. But in 2016, securing attendees was of major concern in lite of fundraising goals. I stepped in to figure out what content efforts would regain this audience's support.
Solution: Refocus content on what this audience needs
To find the right solutions, first I conducted a bit of ad hoc research. As a young professional, I asked my peers about what drives them to attend fundraising and networking events. I found they needed:
To have a good incentive
To see themselves at the event
To know their friends are going
With these insights in mind, I refocused marketing content on the guest experience. Emails and social posts would first elevate the open bar, free food, and early bird discount. They'd then spotlight the positive impact you'd make by coming to the event.
Working with UWNYC's designer, we paired this info with past Brews & Books photos. The images would help potential attendees imagine themselves at the venue.
I also crafted a spirited, amiable and playful voice to deliver each post and email. This voice changed Brews & Books from a professional event to a casual, fun night of giving back with friends.
Path to the solution: Teams, activities and tools
UWNYC teams engaged
Marketing and Communications
Resource Development
Design
Community Impact
Tools used
Google Docs and Sheets
Microsoft Excel
BSD Tools
ExpressionEngine CMS
Adobe Photoshop
HTML
Facebook
Instagram
Twitter
LinkedIn
Activities executed
Ad hoc research
Content brief development
Project planning
Writing and editing
Content distribution
Metrics setting
Performance analysis and reporting
Result: Set the foundation for continued success
The event's reinvented digital content electrified engagement. Of note, organic social media engagements grew 958% over the prior year. And United Way achieved 83% of its ambitious attendance goal.
The event established a model for five more young-professional events that fiscal year. In fact, these events achieved a 96% increase in revenue over the prior year.