Case Study
United Way of Southern Indiana
United Way is a nonprofit organization dedicated to improving lives through programs and services focused on education, health, financial stability, and basic needs. They approached Oswald Marketing seeking to enhance awareness and launch a fall fundraising campaign that would inspire immediate action and deepen community support ahead of the upcoming election.
Our Solution
Oswald Marketing made creative content that showcased United Way’s life-changing initiatives and the profound impact donations could make to inspire action further and educate audiences. The campaign started with more traditional media early on, building momentum, creating awareness, and highlighting their positive impact. Oswald targeted more community-based and affluent locations, such as Haynie’s Corner, Lincolnshire, libraries, churches, and Riverside with digital geofencing. Oswald also uses display, social, YouTube, and OTT tactics to reach individuals in the counties United Way of Southwestern Indiana serves, who have donated in the past, and who may have used the United Ways services in the past but no longer need them.
Later, the campaign shifted to digital channels, further targeting high-income neighborhoods, community-driven areas, and large churches through geofencing to drive more donations rather than awareness. Another focal point was the Evansville Fall Festival, where Oswald used digital geofencing to maximize reach across the community. Maximizing all of this before the elections came to a hight, and we competed with them further.
The Challenge
Reaching the Right Audience at the Right Time Through Optimal Channels
Quick Numbers
20% increase in new customer acquisition
10% increase in “donation” button clicked
9% increase in customer increase.
Achieving the Fundraising Goal
Another challenge was driving donations and conversions and reaching the campaign’s fundraising goal by October. United Way needed an innovative strategy to drive exposure, spark curiosity, and generate donations in a limited time.
The Solution
Oswald Marketing also developed multiple 15-second videos featuring individual services that a donation could support and a 30-second video that was an overview of United Way services. These videos appealed to the viewers’ curiosity and the impact their contribution can have.
Let’s Work Together
Address
4101 N. St. Joseph St.
Evansville IN, 47720