CASE STUDY
The Friends of the Modesto Library “Lifelong Legacy” Campaign
The Friends of the Modesto Library, a nonprofit organization committed to enhancing local literacy and educational programs, embarked on the “Lifelong Legacy” campaign with the ambitious goal of raising $3 million. These funds would support crucial improvements to library facilities, technology upgrades, and expanded programs. The organization needed a strategic approach to branding, digital engagement, and fundraising to meet this goal.
Approach:
Gerbo Designs was entrusted with crafting the full identity and outreach strategy for the “Lifelong Legacy” campaign. The work included the creation of all brand assets, guidelines, and printed collateral, website optimization for donations, and an integrated digital advertising and social media campaign.
Branding & Design:
- Designed a unique campaign logo and visual identity to capture the spirit of lifelong learning and community support.
- Developed detailed brand guidelines to ensure consistency across all digital and print platforms.
- Produced high-quality printed fundraising collateral such as brochures, direct mailers, and donor recognition pieces to inspire contributions and communicate the misison.
Website and Digital Presence:
- Updated the Friends of the Modesto Library website to prominently feature the campaign, improving the user experience and incorporating a streamlined donation portal for easy online giving.
- Continuously maintained the website to reflect campaign milestones and allow for smooth donor interaction.
Meta Digital Ads:
- Designed, placed, and managed highly targeted Meta digital ads (across Facebook and Instagram) to reach both local and broader audiences.
- Focused on engaging visuals and compelling copy, resulting in high levels of engagement and a significant number of impressions.
- Used retargeting strategies to reach potential donors and keep them engaged with the campaign throughout its duration.
Social Media Strategy:
- Created and implemented a six-month social media strategy aimed at building community awareness, showcasing campaign milestones, and highlighting donor stories.
- Leveraged video testimonials, progress updates, and success stories to maintain momentum and drive donations.
- Analyzed data to adjust the content and strategies for optimal performance, ensuring strong community engagement.
Results:
- $2.71 Million Raised: The campaign raised an impressive $2.71 million—90% of its $3 million goal—within just 5 months of launching.
- High Engagement and Impressions: The Meta digital ad campaign achieved outstanding results, generating high engagement rates and substantial impressions, which significantly contributed to the campaign’s overall reach and success.
- Enhanced Visibility: The branding and digital strategies increased the visibility of the campaign, drawing in new donors and creating lasting community involvement.
- Improved Donor Experience: The website’s seamless donation process encouraged easy and quick giving, contributing to the overall fundraising efforts.
Conclusion:
Gerbo Designs’ cohesive approach—spanning branding, website optimization, digital advertising, and social media—played a critical role in the success of The Friends of the Modesto Library’s “Lifelong Legacy” campaign. By combining compelling creative work with targeted digital advertising, the campaign generated significant engagement and achieved nearly 90% of its fundraising goal early on.
This case study illustrates the effectiveness of a fully integrated marketing strategy in achieving both fundraising and community engagement objectives.