The creative team consisted of David Cook (SMG), Kristy Weyhrich (W Design), Dave Sloyer (Wirestone), Paul Carew (me) and our wonderful clients at United Way of Treasure Valley (It's important to mention that the video work was donated by NXNW and the photography donated by Todd Meier). The campaign, titled "The Best Way to Help The Most People," changes perceptions of the organization. Our research uncovered that there were some misunderstandings by the general public. For example, the fact that 100% of donations stay local and every penny of every dollar donated goes to the community (operational costs are underwritten by corporate champions). The campaign works hard to dispel some of these myths and inform the public on the truth.
Concept development of the campaign was a team effort, but our main focus was the interactive components. We needed a campaign website to deliver the additional videos that were shot, explain the benefits of giving, gather donations, and educate folks on United Way's operational model. We also suggested a blog as a way to continually communicate with sponsors, donors, and the general public about the progress they are making for the Treasure Valley. The organization now has a platform to tell stories, report successes, and post opinions about the campaign. More importantly, readers of the blog may chime in with their thoughts by posting a comment.
The blog fits seamlessly within the rest of the website in it's look and feel. We chose WordPress as the platform for ease of use, as United Way is charged with updates. We did a quick training session, and Neva Geisler has been managing the site since. Neva had this to say about the site: "The site has helped United Way by providing a forum to show the organization’s personality, which is very different from its perceived identity. UW is a progressive and smart organization, not some clunky old school dinosaur, and the blog is a great way to communicate that." Neva also mentioned, "I LOVE blogging. Seriously. I was a little intimidated at first, but now I can see all kinds of applications for it." We agree, technology is both easy to use and a "game-changer" if properly used.
To date, the annual fundraising campaign has been off to a blistering start. There aren't exact numbers to report yet, but we're told that the work has been very well received, strikes an emotional chord, and is key to recent successes. A couple takeaways from our point of view: United Way is an amazing organization with dedicated staff and our community is full of caring people who want to "help the most people."
Check out the site at HelpTheMostPeople.com.