Harvest India’s Biggest Campaign Yet!
For over a year, we have created social media content, videos and more for our amazing client Harvest India. As 2019 came to a close, they wanted to do something BIG. Read on for a detailed look into the end-of-year campaign we created and managed for Harvest India.
WHO
Harvest India is a nonprofit that supports the well-being of children, young adults and the elderly in Harvest India through education, shelter, opportunities, food, and medical care funded by donors.
This campaign targeted current and previous Harvest India donors, as well as other like-minded individuals who would want to be a part of the work that they do for men, women, and children.
WHY
To expand their growing schools, children and elderly homes, and medical outreach programs in 2020, they wanted to massively increase audience engagement and encourage donations from new and previous supporters. This large campaign would be a first for Harvest India, and they gave us the opportunity to come up with a new plan, complete with a name, custom graphics, videos, emails and more.
Harvest India’s specific goals were to:
Sponsor 400+ orphans
Fund medical care for people struggling with leprosy
Support 11 elderly homes
Train and care for victims of human trafficking
WHAT & WHEN & HOW
ENVISION 2020
Thanks to direct communication with the Harvest India team, we created Envision 2020, a large campaign made of several smaller campaigns, all with the goal of raising funds and awareness.
This campaign strategy included a combination of digital marketing efforts through emails, social media, ads, blogs, custom videos, photography, and graphic design. To plan for these campaigns, we held a series of strategy meetings with the Harvest India team to understand their goals and vision, how we would grab the attention of their audience, and their desired results.
The campaign started with Envision $100, our first miniature campaign that began on Giving Tuesday, the Tuesday after Thanksgiving. Its goal was for each of Harvest India’s social media followers to raise $100 in one day. The next day, we continued with Envision 2020 through the entire month of December. During this time, we shared experiences from Harvest India’s donors and team members to encourage more donations through the final days of the campaign.
SOCIAL MEDIA CALENDAR
Throughout the month, we posted to Instagram, Facebook, Twitter multiple times a week, while promoting awareness with story posts.
EMAIL CALENDAR
The email calendar details concentration on the last five days of December–the end of the campaign and the biggest giving days for nonprofits.
Through a variety of mediums, we encouraged the audience to participate and share their experiences with Harvest India up until the last three days of December, the month’s biggest days of giving.
These small campaigns included video testimonials, countdowns, and Facebook fundraisers.
GRAPHIC DESIGN
PHOTO
VIDEO
We shot and edited four videos for this campaign with commentary directly from Harvest India President Suresh Kumar. These videos encouraged donations by sharing their mission and featured warm tones and friendly faces.
Email marketing largely facilitated these campaigns, supported by two strategic points:
Focus on the last three days of the year and the first two days of the new year for the biggest impact
Send 11 emails total, with the last five released during the peak-day peak at the end of the month
These emails support each day of the campaign with community engagement opportunities. Readers and potential donors were encouraged to take Harvest India’s mission to their own social media accounts by sharing testimonials and donation opportunities.
Giving Tuesday Teaser
Envision 2020 Kick Off
Envision 2 Days Countdown
Envision 2020 Thank you!
ADVERTISEMENTS
In companion to the video, we created an ad that ran on Facebook and Instagram for three weeks and targeted those who are connected to Harvest India’s social accounts in some way.
This ad, featuring Harvest India’s president, was viewed over 12,000 times!
Facebook Social Media Advertisement
Instagram Social Media Advertisement
RESULTS
This campaign really drove Harvest India’s message home and helped raise enough money to fund 3 children’s homes, 2 elderly homes and 1 leprosy outreach program, supporting over 350 people! Former donors who hadn’t given in years supported this campaign and said it was engaging and easy to understand.
So where will this money go? It will support:
Daily care, food, education, housing, caretakers, cooks, and clothing for more than 100 children in three children’s homes
Food, medical care, clothing, shelter, and caretakers for 50 people in two elderly homes
Daily meals, rice, medical care, and monthly financial support for more than 150 people afflicted with leprosy
Here is the final breakdown of our campaigns for each segment of Envision 2020:
Envision $100: Giving Tuesday Kick-Off Campaign
Duration: 24 hours
Goal: Every social media follower will raise $100 each within their own follower base through Instagram Stories.
Envision 2020:
Duration: Entire month of December
Goal: Raise $100,000 to support 2020 efforts and programs
Overall Results:
Previous donors contributed again
Donors matched funds to help reach the goal
New supporters donated
Countdown Envision 2020:
Duration: Last 5 days of Envision 2020 campaign (12/26/19 - 12/31/19)
Plan: Active email and social media strategy to reach Envision 2020 goals