Expanding awareness of non-profits through email marketing and social media success.

PRODUCT/SERVICE: Austin Angels began in December 2009 when founder and CEO Susan Ramirez decided, along with her friends, to volunteer once a month. The Austin Angels mission is to walk alongside children, youth, and families in the foster care community by offering consistent support through intentional giving, relationship building, and mentorship.

GOALS & OBJECTIVES: Austin Angels approached White Wolf about helping them achieve 3 primary goals:

1. Establish an Austin Angels Community with consistent and relevant content.
2. Educate and cultivate awareness about the foster care community and showcase how Austin Angels offers their support.
3. Storytell and share company news to fundraise, recruit volunteers, and keep followers updated and engaged.

Based on these goals, we helped Austin Angels define a number of social media marketing objectives (along with associated success metrics for each), including:

1. Growing followers on all social media channels
2. Raising brand awareness in the Austin community
3. Creating an online community and fostering engagement with fans and followers

Timeline:

Onboarding —> Social media audit —> Social media strategy —> Implementation —> Testing —> Analyze —> Optimization

White Wolf provided, and continues to provide, a variety of social media marketing services, including:

Strategy Development, Email Campaigns, Newsletter Campaigns, Monthly Content Calendars, Content Creation, Community Management, Video/Photography Production & Reporting, Graphic Design, Social Media Audits and Marketing Campaigns.

MARKETING STRATEGIES:

• Working with the Instagram algorithm by posting consistently and frequently, including reels, feed posts, and stories
• Providing meaningful content to promote engagement, including saves and shares
• Utilizing emerging viral audios to increase reel exposure and viewership
• Leveraging social media to bring traffic to their store and website
• Reposting user-generated content to instill credibility

MARKETING CAMPAIGNS/GIVE BACK DAYS:

• Employee Spotlights – Highlighting members of the team, describing their position, where they are from, and how they have contributed to Austin Angel’s success.
• Angel Ball – We constructed and executed a campaign that consisted of email marketing, newsletter blasts and content creation for social media in order to raise critical funds that would allow Austin Angels to reach and serve more children and youth in our programs. This event raised a staggering $747,000!
• P.Terry’s Giving Back Day – Posting reels, stories, and feed posts to announce and build buzz around the giving back day. Utilizing hashtags surrounding Austin foodie culture and nonprofit work. We raised over $40,000 on this day for Austin Angels.
• 100 Raise $1,000 – For National Foster Care Month the goal was to create 100 fundraising teams to commit to raising $1,000 in five days! This was to be able to provide support for over 100 additional families experiencing foster care in 2023.This event curated $100,000 at the end of the campaign. We utilized email marketing, newsletter blasts, graphics and social media to cultivate awareness of this fundraising campaign.
• Food Fight – This November, top chefs, caterers, food trucks, and restaurants from Austin will be competing at the Food Fight for Youth in Foster Care. We wanted 400 guests present in order to reach the goal of $100k. We created a strategy and outline that was pre-planned three months ahead of the event in order to create a continued sense of build-up. This consisted of email marketing, graphic design, social media posting and planning as well as influencer out-reach for the event. 
• Back-to-School Drive Thru – Over 230 children and youth in our programs have received supplies and gift cards from this event. We created consistent promotion of this event throughout the summer using email marketing, graphic design, social media planning and posting, reel creation, tagging and sharing sponsor posts. 
• Keller Willams: Red Day – Austin Angels was selected by Keller Williams Realty, Inc. as their charity partner for RED Day, their annual day of service. RED represents Renew, Energize, and Donate. They collected items, donated the funds and assembled gift boxes for foster families. We promoted this event using stories, reels and posts. As well as engaging with Keller Williams platforms to share and raise awareness of the event.
• Dell Diamond Round Rock Express – The Round Rock Express chose Austin Angels as their community partner spotlight for May. This meant audiences were able to use a code for discounted tickets, and the proceeds would support kids and families in foster care through Austin Angels. We utilized social media and email marketing to curate the promotion of ticket sales.
• The Rowing Dock: On May 20th, the Rowing Dock gave customers the option of donating $1, $5 or $10 to Austin Angels when they rented their paddle boards, kayaks or canoes. We used stories, social media posting and email marketing to promote this event for an increase in donations.

RESULTS:

So how did all of these social media marketing efforts move the needle?

• Increased more email subscribers.
• Increase in accounts engaged and a follower count increase.
• Helped raise over $1million plus in donations.
• Helped strategize and market 7 events.

TOP PERFORMING EMAIL CAMPAIGN:

P. Terry’s Give Back Day

KEY METRICS:

• Email Campaign: Out of 5,000 subscribers, 4,1000 opened/clicked the campaign.
• Continuous support throughout the duration of the campaign, June 5th – June 12th created a 188% increase in accounts that were reached.
• We saw an 89% increase in accounts engaged and a follower count increase.
• Lastly, we were able to raise $40,439.

TOP PERFORMING REEL:

CBS Austin chose Austin Angels as their “Community Spotlight Partner of the Month” for Foster Care Awareness Month. They provided Austin Angel’s a platform to speak about their mission, and the impact they have provided the community.

Plays: 3.6k 

Likes: 175 

Comments: 7 

Shares: 18 

P.Terry’s Give Back Day Reel: https://youtu.be/baNUMkRyP-c?feature=shared

Back-to-School Lunch Bag Reel: https://youtu.be/gLuip0r0u8A?feature=shared

Back-to-School Drive Thru Reel: https://youtu.be/WU7mnBrWZEA?feature=shared

USER-GENERATED CONTENT AND PUBLIC RELATIONS:

Accounts Featured:

@p_terrys – 20.8k

@kellerwilliamsrealty – 153k

Articles/News Featured:  

CBS – May Community Partner:

https://cbsaustin.com/features/we-are-austin/meet-our-may-community-partner-austin-angels