Volunteer Recruitment Campaign
meals on wheels foundation of northern illinois (mowfni)
SUMMARY: Marketing campaign featuring micro-influencer video and static display to recruit new drivers and volunteers for the local Meals on Wheels nonprofit foundation in exurban Chicago.
Challenge
To overcome these challenges, MOWFNI asked us to design a comprehensive volunteer recruitment campaign that combined targeted messaging with effective outreach strategies, aiming to reach local audiences both organically and through paid media. Their request also included developing scalable workflows and content strategies to sustain and grow their volunteer efforts well into the future. Our approach needed to feature native content across platforms, speaking to each community uniquely and authentically to foster deeper engagement and drive action.
Responsibilities
- Marketing Strategy
- Brand Strategy
- Copywriting
- Digital Marketing
- Influencer Marketing
- Media Buying
- Graphic Design
- Data Analytics
SOLUTION
We successfully implemented a comprehensive strategy that significantly increased volunteer signups and elevated brand awareness across each of the counties in focus. Our comprehensive approach kicked off with a targeted campaign setup and audience segmentation, using static display ads designed specifically for the unique insights of each community in Will, Kendall, and Grundy counties.Next, we launched static display ads to assess which messaging resonated most effectively across each of the key counties (Will, Kendall, and Grundy), with particular attention to the unique insights from each community. By conducting A/B testing on four distinct copy iterations, we refined our messaging to ensure it resonated deeply with our audiences, maximizing both impact and engagement.
Following this launch, we interviewed five influencers, three expressed interest, and one—Noelle—officially joined the campaign. We scheduled her visit to the client’s Bolingbrook site to capture content, which was then used to capture our audience’s attention while also growing awareness with a special focus on highlighting how simple it is to volunteer.
Before Noelle’s visit, we conducted several strategy sessions to fine-tune every aspect of the campaign, including messaging, tone, delivery, pacing, and B-roll. We developed the concept (or hook) around a “Come along with me while I volunteer” theme, while also emphasizing how “you”—the audience—can get involved too.
The first of three influencer marketing deliverables featured engaging video content that highlighted the simplicity and rewards of volunteering, fostering emotional connections, and motivating viewers to take action.
By taking a hands-on keyboard-style approach to active campaign management, we were able to quickly identify key trends to further amplify conversions. This agile, iterative approach allowed us to optimize engagement, boost click-through rates, and adapt to shifting audience behaviors, delivering impactful results that exceeded expectations. Across multiple content deployments, this strategy played a crucial role in enhancing engagement during the campaign’s final stages.
To combat ad fatigue, we continuously refined our creative elements throughout the campaign, using an agile approach to maintain engagement and enhance ad effectiveness. Our data-driven A/B testing of ad copy and delivery methods—including an influencer-driven strategy—allowed us to fine-tune our messaging, improving overall campaign performance while ensuring each campaign element resonated with each of our key target audiences.
In the final phase, we concentrated on remarketing, with Noelle playing a pivotal role in amplifying these efforts. By seamlessly introducing a fresh iteration of content—emphasizing the urgency to volunteer—we maintained visibility and drove participation. Our goal was to cultivate an evergreen audience poised to engage with future organic initiatives (organic brand posts), ensuring continued impact well beyond the campaign’s final impression. This strategy positioned the audience to remain engaged and ready for future volunteer opportunities.
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