In a blazing display of community engagement and social media support, Reno’s Veterans Guest House was recently presented with a check for $250,000.00 from The Home Depot Foundation’s “Aprons In Action” Facebook contest.
During the Aprons in Action Contest, which began in April 2011, The Home Depot Foundation’s Facebook page served as a platform for 44 non-profit organizations to earn funds totaling $1 million through Facebook votes and to generate further awareness of their community efforts.
Through Aprons in Action, each nonprofit heightened its visibility both locally and nationally. As a result, the nonprofits have been able to establish new community partnerships; have experienced an increase in volunteers lining up to help; and have seen exponential growth in Facebook fans and followers.
As Noreen Leary, C.O.O. of the Veteran’s Guest House noted: “We went from 325 likes on our Facebook page on 2/1 to 1540 likes today. Wow!!! Engagement unbelievable. Those 1500 have 340,000 friends. So the viral reach is amazing.”
While fundraising through social media isn’t anything new, this specific achievement is an important development from several perspectives:
First, and perhaps most notably, the local non-profit received 75% more votes in comparison with other much larger communities like Detroit, New Orleans and Salt Lake City. Think about that: Reno is a community of approximately 220,000 people who didn’t just beat, but crushed the engagement of cities like Detroit with 920,000 – four times its size.
While Reno had suffered years of poor brand image and perception, and has endured a tragic year of natural and man-made disasters, the community rallied online to support a small non-profit at its core. Not only did the northern Nevada residents become daily participants in this contest, media support was unrivaled with television, radio and news channels seeking even greater community support.
Secondly, Facebook’s power to connect community and focus attention on a hyper-local basis has become a centerpiece of fundraising for nonprofits of all types. Who can deny the potential to engage community donors in an effort that simply requires a moment a day to participate? How many new individuals and supporters did the Veteran’s Guest House gain from this contest – and how will that affect their long-term fundraising strategy?
Finally,the benefit to Home Depot for engaging their online community through charitable support positions them as a “caring brand”, who increases their online reach and broadcast range into much deeper, more meaningful ways. While their mission is to ensure that every veteran has a safe place to call home, they’ve committed nearly $30 million dollars over three years, in addition to the volunteer skills of thousands of Home Depot associates to activate their individual communities.
Clearly, Home Depot has a winning campaign through the Aprons In Action social media contest. More importantly, they have established their brand as a community builder and donor – a uniquely engaged position that their competition can not compete with or claim.
In today’s ever competitive brand marketing arena – positioning your brand as an engaged community donor and supporter may be the key differentiation that leads to greater acceptance and awareness. That alone is worth every penny donated (and tax deducted) from your business.
Isn’t it time you considered a charitable donor strategy for your business? How can you go about creating a similar impact like Home Depot’s contest?