Wreaths Across America:
Content Strategy / Social Media Contest Program
To engage Wreaths Across America’s dedicated base of existing supporters, and — in doing so — spread public awareness of the organization during a traditional "down" period, I created a social media contest program in support of the Month of the Military Child (April) and Memorial Day (May). As a result of these efforts, Wreaths Across America received over 200 unique contest entries, including fan contact information that could be utilized for future fundraising and outreach efforts. In addition, posts related to the contests on Facebook received 2.2 million organic impressions, spreading awareness of the organization during a time of year better known for barbeques and beach parties.
December in May
Wreaths Across America day happens annually in December, but the organization needed to drive awareness and donations throughout the year. This contest program allowed them to build community around their social channels and gather leads for future fundraising. The program was recognized by the Ad Club of Maine with a 2017 Broderson Award for organic social programs.
UGC
User submitted content not only allowed fans to become invested in being part of the Wreaths Across America story, it also provided a steady stream of content to post to the page and opportunities to develop earned media pitches around the individuals.
Results
The Wreaths Across America Facebook page gained 16,660 new fans during the months of April and May 2016 with no associated paid promotion, accounting for 55% of total page likes for the page in that year.