Over 100 Years of Community Stewardship
United Way of San Diego County was looking to diversify its social strategy while highlighting its long history of community stewardship by incorporating more video content, its employee thought leadership, and capturing and displaying personal testimonials for its website, social channels, and other marketing collateral. Through these different content initiatives, the goal was to deepen and broaden awareness of the United Way brand in the regional community as a thought leader for its impact areas in financial education, career readiness, and literacy education.
To illustrate the importance of these services to donors and community stakeholders, I distributed surveys and held interview sessions across the San Diego County region to capture meaningful stories and testimonials. The challenge to this, unlike traditional brands, was that program clients were often part of a sensitive demographic or had limited English-language abilities. To ensure that every experience was memorable and testimonials were of a quality caliber, this made it essential to work collaboratively with the community partners who were able to support with language assistance.
As a result of the content strategy expansion, the United Way of San Diego County social media channels saw improvements in engagement, following, and a growing opportunity to develop the social media channel into a lead generation and revenue channel, as monthly donation events were observed to originate from social channels according to website analytics.
Furthermore, the additional adjustments to their video strategies saw another key metric improvement: new partners! Social media discovery helped new partners not only find out about United Way of San Diego Counties’ services but were also already converted in the experience and value-add for their organization.
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