We partnered with the Miami Waterkeeper to create the digital design, social, and video content for #GiveMiamiDay in November 2021.
Miami Waterkeeper's team was in transition. They just hired their first development director, but they also lost their marketing manager and graphic designer just a few months later.
Oh... and they hadn't started planning their social content and we were two weeks out from the campaign. Needless to say, they were understaffed and overworked—sound familiar?
"We just hired our first development director, but don't have a marketing manager at the moment. As you can imagine, that was overwhelming for her," said Rachel Silverstein, Executive Director at Miami Waterkeeper. "Luckily, Cody with Marketing Mission stepped in to create our social media and advertising campaign for our largest online fundraiser to date."
In order to be successful in a digital fundraising campaign, it's important to set campaign goals and objectives. This will help keep your efforts focused and ensure that you're reaching your target audience.
Miami Waterkeeper's objectives for their #GiveMiamiDay campaign were to increase awareness about their work and to raise money to support their programs.
Miami Waterkeeper promoted their event on Facebook, Twitter, Instagram, and LinkedIn using all of their available channels.
We analyzed past campaigns by Miami Waterkeeper to identify what type of content worked best for their audience. Specifically, we looked at:
With this data in hand, we used it to create the following deliverables:
After going through their analytics, we realized that their audience engaged the most with videos showing pollution in the water. With that in mind, we published this Instagram Reel the day before the campaign began. It went viral with over 33,000 views.
This uptick in engagement helped us stay top of feed throughout the rest of the campaign.
Mid campaign on day three when we saw a downturn in our engagement, we repeated this strategy with a post showcasing a 24 hour turn around on a river clean up. Although this video saw 13,700 views, it garnered 56 comments and 1038 likes.
Miami Waterkeeper was very successful in reaching both of these goals, raising over $124,000 from over 400 donors. This was a vast improvement from last year's campaign that brought in $54,000 and 280 donors.
"Despite their small size, Miami Waterkeeper has developed a strong connection with its local community," said Cody Hays, Executive Director of Marketing Mission. "As a result, we were able to utilize data and analytics to develop a plan that capitalized on their audience's preferred content style while also leveraging current trends such as Instagram Reels and Facebook Ads."
