United Way of Pierce County

THE "WILL" TO OVERCOME OUTDATED PERCEPTIONS

United Way of Pierce County was eager to overcome the perception it was just a pass-through fundraiser. In reality, it had shifted its resources and influence to breaking the cycle of poverty for children and their families. New research was soon to be released spotlighting a distressingly high number of low-wage adults struggling to meet basic needs of their families. The biggest giving season was fast approaching.


JAYRAY WENT TO WORK

  • Developed the strategy to move stakeholders from “I will donate” to “I will break the cycle of poverty”
  • Created the “I Will” campaign messages and creative for print, digital, social channels and news media
  • Developed a campaign landing page and a vehicle for people to change their Facebook profile picture to support the campaign
  • Created weekly social graphics to drive site traffic to the campaign landing page

RESULTS

  • Donations increased 23 percent over the previous year
  • The News Tribune's editorial board was briefed, supportive and ready to highlight insights from the data
  • Social engagement and website traffic increased
  • Key partners are engaged for the long term