Community Shares: Giving at Work. Giving that Works.
The need
As a nonprofit organization serving the entire state of Tennessee, Community Shares needed to get its message out in a new, fresh, and exciting way – wanting to be seen in a new light but also position themselves as an expert on matters related to nonprofits, community service, giving, and social change.
The work
Proof first developed a detailed, annual, strategic marketing plan for Community Shares that helped to shape all messaging (online, printed, earned media, social media) in order to heighten the awareness about Community Shares. Likewise, it provided an online plan to boost recognition of its two major fundraising events. Part of this work also included the creation of a new tagline: “Giving at Work. Giving That Works.”
Proof also created a giving catalog for use at corporate functions for Community Shares, along with a poster that Community Shares can offer donors as a reminder of what their dollars do.
Lastly, Proof developed a new website to position Community Shares as a trusted and reputable resource. The new site showcases the benefits of giving through Community Shares in order to help them stand out in a crowded market of charitable organizations.
The result
Community Shares continues to receive compliments on its collateral and is noticing an uptick in interest and buzz about its work. Says Tracey Hawk, Community Shares’ Middle Tennessee Director: “I wanted you to know that I have had campaign events all week and the poster and brochures are making a difference. People are interested in giving because of your work.”
