Guest House, a Milwaukee Non-Profit

Behind-the-Scenes Storytelling Grows Brand Awareness  & Increases Year-End Donations 

Content

• 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. 

• Edited for social media, the video shorts are authentic and shareable

Distribution​

• 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 

• Built and activated the influencer community

• Produced & distributed “How To Share” video to engage casual social media users

• Posted content to Facebook using opt-in internal influencers to build organic distribution and Smart Boost technology to maximize reach and impact of content

• Built custom audiences and retargeted using lookalike audiences

Results​

• Increased year-end donations by +30% 

• Increased average donation amount by +30%

• Produced content that drove more than 250K video views and a view rate of 37%.