United Way increases program awareness with Feathr

UNITED WAY OF ASHEVILLE AND BUNCOMBE COUNTY

1 min read

Nov 13, 2023

Challenge

United Way of Asheville and Buncombe County was relying on short-lived radio and newspaper ads to drive program awareness, and they weren’t gaining enough presence in their community.

Solution

With the same budget they had been investing in just a handful of traditional ad campaigns, United Way ABC was able to adopt Feathr and run more holistic marketing campaigns all year round.

For years, United Way ABC promoted its programs via radio, TV, and newspaper ads that ran for short windows of time. In 2022, the nonprofit began using Feathr so it could run more impactful marketing campaigns throughout the year at the same cost.

Elisabeth Bocklet, Senior Director of Marketing and Communications at United Way ABC, used Feathr to run geofencing and affinity targeting campaigns to reignite participation in the organization’s weekly community dinners, which had lost steam after the pandemic. After just a few days of running the ads, engagement jumped from just one family attending to 30 families showing up the next week.

United Way ABC also ran a retargeting campaign to promote the work of one of their sponsors, which resulted in a 443% increase in traffic to the sponsor’s page and increased visibility for both organizations.

“The retargeting piece is really getting people who we have had in our orbit organically and through Feathr efforts to be able to see something that they might miss in the newsletter because they didn’t open it, or they didn’t see whatever else, but they are doing the daily crossword puzzle, and [our ad] is in the feed right there.”

Elisabeth Bocklet

Senior Director of Marketing & Communications, United Way of Asheville and Buncombe County

ABOUT

United Way of Asheville and Buncombe County mobilizes and supports a robust network of people, partners, and resources to co-create opportunities for every person in the community to live free from poverty and injustice. The organization provides leadership, alignment, and support to elevate student success, support families, and engage communities throughout Buncombe County. Learn more at https://www.unitedwayabc.org/