Guest House, a Milwaukee Non-Profit
Behind-the-Scenes Storytelling Grows Brand Awareness & Increases Year-End Donations
Content
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Using donors and other community leaders, 10 videos were produced that tell the behind-the-scenes stories of Guest House and the work that it does to help end homelessness.
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Edited for social media, the video shorts are authentic and shareable
Distribution
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Using an inside-out strategy to give Guest House supporters and staff the opportunity to engage with the brand, built a customized content distribution plan
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Built and activated the influencer community
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Produced & distributed “How To Share” video to engage casual social media users
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Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content
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Built custom audiences and retargeted using lookalike audiences
Results
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Increased year-end donations by +30%
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Increased average donation amount by +30%
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Produced content that drove more than 250K video views and a view rate of 37%.