The Goal Or CHallenge:

Our goal with Junior Achievement Rocky Mountain was to engage and re-energize the JA community, from board members and staff to volunteers and students, by helping the organization be more social, both online and offline.

Our Approach:

First, we developed an overarching strategy for social media content, so that every individual post was designed, written, and published with intention.

Second, we developed a Hispanic and Latino volunteer recruitment strategy, to help JA recruit volunteers to better represent and serve some of the populations the organization works with in the classroom. This recruitment campaign consisted of a dedicated social content strategy on both organic and paid channels, with the goal of driving registrations for a volunteer recruitment webinar.

By reinvigorating the organization through social media and other digital channels, we drove volunteer signups increasing Hispanic and Latino representation in the classroom, and helped JA Rocky Mountain exceed their Colorado Gives Day fundraising goal by 20%.

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Looking to engage and energize your own community? Sign up for a two-hour intensive to generate some ideas, or contact us to set up a full-blown strategy with timelines, action steps, content, and more!

How We Measured Success

LinkedIn and Instagram proved to be our strongest platforms for growth, with a 125% increase in impressions on LinkedIn, and an average 11.5% engagement rate on Instagram. (Compared to non-profit industry average of 2.4%.) Engagement also increased 69.2% across social platforms. Our efforts in the volunteer recruitment campaign led to 60 webinar registrations and 39 attendees, and a 87% stay-through rate, which in turn drove volunteer signups. Real-world impact is harder to measure, since it doesn’t show up in Instagram Insights or reporting programs. However, we received an anecdote from a volunteer who got involved with JA Rocky Mountain after attending the volunteer recruitment webinar. This volunteer was assisting in a classroom setting during a JA program, and noticed a Hispanic student who was not engaging in the JA activities. The volunteer approached the student and asked what was wrong, and learned that the student wasn’t engaging because they didn’t really understand what the lesson was teaching or how to participate. The volunteer was able to explain the activity in Spanish, at which point the student became much more interested and involved, and was able to grasp the key takeaways of the lesson. This shows the impact digital marketing efforts can have on real lives!