Arizona Gives Day is the annual statewide day of giving to nonprofits. In 2016, we promoted the day, resulting in a record-breaking 24 hours of fundraising.
The Arizona Alliance of Nonprofits selected Highway Twenty as their 2016 marketing partner because of our focus on digital media. Our strategy included paid and organic social media, advertising on social platforms, digital advertising, email marketing, public relations, print materials and materials for nonprofits to use to communicate about the day.
To start, we created a brand that emphasized pride in the state, highlighting regional differences and asking people to actively invest in their community by donating money to organizations doing good.
We built social audiences through sophisticated ads that targeted people based on the causes they care about most, and provided content designed for social sharing. In the process, we increased the Arizona Gives Day social audience by 350% and delivered over 1 million impressions on social media.
We supplied nonprofits with branded materials to share with their audiences on social media, in email, and in print.
Press across the state covered the day, and shared materials supplied by the campaign. We also engaged hundreds of influencers who posted content on social media, and in some cases, made it their own.