READ Global
client
READ Global
Outcome
The 2017 End of Year Campaign brought in over $50k more than previous campaigns
services
Business Development and Communications Consulting
date
2017
READ Globalis a 26-year old international nonprofit opening and sustaining over 106 resource centers across India, Bhutan, Nepal, and beyond. Acting as a platform for local organizations in their respective countries, READ offers rural communities access to literacy courses, ICT courses, gender violence programs, and livelihood, agriculture, and women’s empowerment programming.
The Problem
READ needed needed to restrategize, rebrand, and pivot from their current fundraising model. They were struggling to attract new, younger donors, as they had largely been focusing on older, legacy donors. They found their website to be outdated, complicated to use, and lacking content and narrative structure. They needed someone with a more technical background and a marketing focus to shift their fundraising strategies in print and online, refine their voice, strengthen storytelling, and gain new donors.
The Solution
- Created strategy to shift fundraising from large legacy donors, to a younger audience, while adopting a “many small donor” model
- Assisted in program creation through coalition and partnership building
- Created strategy and content for a more robust email program including monthly e-newsletters, strategic content
- Created strategy and executed on all communications, marketing, and PR campaigns
- Created strategy and execution of print and online fundraising campaigns
- Designed and wrote a variety of donor reports
- Expanded their social media reach and engaged new audiences through social media marketing campaigns
The Outcome
The 2017 End of Year Campaign brought in over $50k more than previous campaigns. The new email program brought in significantly higher open rates and click through rates, as well as catching the attention of multiple grantmakers. READ’s shift in strategy also created a shift towards a younger demographic in online donors. A refinement in strategy, increase of spend, and increase of organic content saw a major increase in reach and impressions on Facebook, Twitter, and Instagram, and, reaching and engaging younger audiences. This shift also helped us to develop a partnership with the Glow Effect, a program to connect women in rural areas of Nepal taking ICT classes to female-assigned and queer engineers in the Bay Area to bolster confidence and provide a unique avenue for skillbuilding.
