Marketing

Inspiring a New Generation of Philanthropists.

Challenge

How do you motivate a new generation to take part in United Way’s mission by becoming members of LINC?


Solution

Define and expand upon the personal and community benefits of LINC membership that matter most to the Millennial audience, and communicate those through digital avenues and grassroots efforts.

LINC is a United Way of Greater Atlanta group for donors ages 22-30 with a focus on personal development and volunteerism. In order to remain relevant in the Millennial marketplace, we needed to define a communication strategy that reached our audience in the right ways and a marketing plan that inspired them to take part in LINC’s volunteer opportunities and events.

We created a new LINC webpage that evoked a sense of community while highlighting ways to get involved. We set up online forms to join LINC and its email list, with automated trigger emails to provide immediate information and calls to action. Fresh content was a must, so we developed monthly e-newsletters with ongoing list segmentation and created content calendars for LINC’s social networks.


Result

875 volunteer hours accumulated by LINC members

$400k donated to United Way through LINC members and initiatives

127% growth in LINC’s email list

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