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.
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.
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.
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.
Hyper-targeted campaigns on Facebook, Insta and LinkedIn integrated with segmented email blasts to donors, volunteers and the corporate C-suite
Along with creating the event signage and master presentation, we rolled out geo-targeted Snapchat filters for guests to snap and share.
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.
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.