Social Media Campaign for Nonprofit Organization

My Role

Video Content Creator/ Director/ Editor

Timeline

1 week per branch | 3 videos = 3 weeks

Project Overview

#FeaturedFriday was an idea I proposed during a slow period at the association. Gym participation and attendance numbers were very low, and so I came up with an idea to briefly highlight the branch(s) each week with a 30-second video in hopes of:

Viewer engagement

Branch/Membership Inquiries

Creating a new fundraising channel (which generated $25 within the first 2 hours of posting)

Insight to what each branch has to offer individually that may attract new members

Having fun with our virtual audience

The Greater Providence YMCA Association did not allow for posting on Tik Tok, however, I noticed the Instagram algorithm was pushing more short form content with Instagram Reels because of the popularity with short form content and engagement. Below are the metrics of views and likes of the 3 branches that opted in to have a reel made.

Results

The short videos produced the highest amount of engagement and views on the GPYMCA Instagram page to this day. The branches who participated also received many compliments from fellow members about how the branch was captured and it allowed them to share with friends and family interested in the branch. We also recieved $25 in donations on the fundraiser from a woman who no longer attended the East Side YMCA, but wanted to support the community she made while in college. Below are the metrics of views and likes of the 3 branches that opted in to have a reel made.