Improving Adult Literacy: Agency Creative & LIFT Texas team up in Big D

Adult illiteracy is a growing problem in North Texas. LIFT (aka Literacy Instruction for Texas) is working to change the narrative and ultimately bring this story to an end.

The CHALLENGE

LIFT is a Dallas non-profit formed in 1961 to help adults with basic literacy, ESL programs and GED prep. Funded primarily by corporate and private donations, LIFT’s impact is directly affected by the number of dollars raised each year. As LIFT’s newly-minted agency of record, Agency Creative’s non-profit marketing team recommended a refreshed strategic positioning, followed by a killer new brand campaign designed to raise awareness (and dollars!) for LIFT’s important mission. The only catch…their most important fundraiser, Toast to Literacy, was only three weeks away.

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

The SOLUTION

We built a two-pronged non-profit marketing strategy that focuses on how literacy impacts the individual learner, as well as the positive ripple effect it creates on their families, their communities and all of North Texas. Two short (and caffeinated) weeks later, we rolled out a new brand campaign called Literacy Changes Lives anchored by an award-winning video.

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

TOAST TO LITERACY

We debuted the new campaign just in time for Toast to Literacy, along with a fresh new look for the Toast event.

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

Pre-event engagement

Hyper-targeted campaigns on Facebook, Insta and LinkedIn integrated with segmented email blasts to donors, volunteers and the corporate C-suite

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

Day-of-event tactics

Along with creating the event signage and master presentation, we rolled out geo-targeted Snapchat filters for guests to snap and share.

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative
Non-Profit Marketing Case Study: Adult Literacy | Agency Creative
Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

LIFT ANNUAL CAMPAIGN

The 2017 Annual Campaign focused on the Season of Giving, asking prospective LIFT supporters to give the gift that changes lives. Tactics featured short-form videos delivered via targeted emails and through all of LIFT’s social channels.

Non-Profit Marketing Case Study: Adult Literacy | Agency Creative

The RESULTS

The new campaign not only helped LIFT exceed their fundraising goals, the experience exceeded our expectations of the amazing difference LIFT is making. It’s a truly incredible organization, and we’re proud to be LIFT’s agency partner for years to come.

46
Increase in donations from annual campaign
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