CHALLENGE

The Independence Fund is a nonprofit organization that empowers our nation’s severely wounded veterans and the caregivers who support them to take control of their lives. Through its dedicated mobility and caregiver programs, The Independence Fund’s mission is to provide veterans with the resources necessary to reestablish their independence and move forward, building a strong foundation for lasting emotional and physical healing. It also provides a support network and resources to help spouses and other caregivers. As the organization completed a refresh of its branding, the Fund tapped Largemouth Communications to develop a social media strategy designed to build a follower base and grow engagement across key channels in order to drive awareness of its mission and foster donation opportunities.

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    Largemouth provided social media content and imagery to corporate sponsors, from professional sports teams to country music stars Florida Georgia Line, to cross-promote on their channels and help spread the Fund’s key messages to a broader audience.

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    Largemouth shared updates from key events and organizations to highlight the roll the Fund plays in the veteran community.

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    Largemouth implemented a monthly social media content calendar to share corporate sponsor, donor, employee spotlights, veteran holidays, industry news and more each day throughout the campaign to foster various relations and engage with supporters.

Ideas

Largemouth developed a social media plan designed to grow The Independence Fund’s social platforms and engage current followers. After conducting an in-depth audit of the Fund’s Facebook, Twitter and Instagram accounts, Largemouth defined a brand voice to guide all content on social channels, including persona, tone, language and imagery that would embody the organization and shape its social media presence. The audit exercise served as the catalyst for strategic direction, establishing measurable goals, defining content strategies per channel and allocating resources for promotional activities to reach target audiences and enhance fundraising efforts.

Marrying the Fund’s brand voice with its overarching objectives, Largemouth sought to engage audiences with storytelling content, including spotlight features on veterans or caregivers that have benefitted from the Fund’s programming, as well as content aligned with special holidays and days of veteran recognition, community engagement initiatives, fundraising events and collaborations with key partners and donors.

For example, in conjunction with the Tire Pros Allies for Independence campaign, Largemouth implemented a process to share live videos and photos of mobility device presentations to deserving veterans at professional baseball and soccer events throughout the country. Largemouth also supported the Fund’s inaugural Rock for Heroes Benefit Concert, featuring Three Days Grace, Adelitas Way and Otherwise, providing a behind-the-scenes look at activities to share the experience and document the event for online followers and attendees.

By design, Largemouth intentionally researched and tagged any partners, celebrities or donors in all social posts to increase opportunities for sharing and engagement. Leveraging the support of celebrity singing duo Brian Kelley and Tyler Hubbard of Florida Georgia Line, Largemouth collaborated to coordinate a reveal of their endorsement, perfectly timing a series of social posts, starting with an Instagram reveal on the country music stars’ account.

In addition to organic posts, Largemouth implemented a series of promoted and boosted posts and ads across channels to enhance specific calls to action and campaign initiatives. Each of these efforts helped to keep momentum pressing forward for the Fund’s growing number of followers.

Impact

During the six-month campaign, Largemouth helped generate impressive social media growth for the Independence Fund:

  • Increased Instagram followers by nearly 300 percent.
  • Expanded Twitter followers by nearly 200 percent.
  • Gained more than 3,200 new Facebook followers – a five percent increase over the course of the campaign.

By turning its mission into unique storytelling opportunities, Largemouth helped amplify engagement from followers and supporters:

  • Reached more than 12,000 followers each month during the campaign across its social media platforms.
  • Garnered more than 2,000 likes and an average of more than 3,600 engagements (reactions, comments and shares) on Facebook for each boosted post.
  • Secured a total of 60 clicks-throughs to website via call-to-actions on Instagram targeted ads and boosted/promoted posts.