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RISE

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Client

Boys & Girls Clubs of North Alabama

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Overview

The RISE campaign emphasizes the unique programs Boys & Girls Clubs of North Alabama (BGCNAL) offers and highlights the transformative outcomes we achieve.

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The Challenge

Today's youth face unprecedented challenges in a world dominated by digital technology. The "RISE-STEM" video addresses these struggles, presenting a daunting landscape before offering hope and guidance through the nurturing environment provided by Boys & Girls Clubs. The video invites viewers to see BGCNAL as a beacon for young minds, guiding them toward a confident and empowered digital future.

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Campaign Inspiration

The "RISE" campaign draws from themes of exploration and adventure, encouraging young people to actively participate in their own development with a sense of agency, courage, and hope. It contrasts the challenges of modern life with the opportunities provided by our programs, particularly STEM, showcasing how we help youth pursue their potential.

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Strategic Objectives

  • Brand and Mission Awareness: Increase BGCNAL's recognition by informing audiences about our unique programs and their positive impact on young lives.​

  • Engagement: Through the themes of exploration and adventure, we aim to foster a sense of agency and hope among our stakeholders, including children, families, donors, and partners.

  • Donor Support and Partnership Building: Strengthen relationships with donors and partners by demonstrating a clear path to investing in the future of youth through our programs.​

  • Spark Dialogue: Encourage community discussions about the challenges the digital generation faces and the solutions offered by our educational programs, especially in STEM.

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Target Audience

  • Youth: Inspire proactive participation in their development by engaging with BGCNAL’s programs.

  • Parents and Caregivers: Position BGCNAL as a nurturing environment for their children’s growth.

  • Donors and Potential Donors: Showcase the impact of supporting BGCNAL’s mission.

  • Community Partners: Encourage collaborations with businesses, schools, and non-profits.

  • Alumni and Volunteers: Reinforce their connection to BGCNAL and inspire advocacy.

  • General Public: Spark a broader conversation about the digital challenges faced by today’s youth.


Key Strategies

  • Engaging Storytelling: Use the theme of “Exploring Your Potential” to create an inspiring narrative highlighting the challenges faced by today’s youth and how BGCNAL equips them to navigate these challenges.

  • Integration across Platforms: To ensure maximum reach, the campaign message will be disseminated across multiple channels, including social media, email marketing, and our website.

  • Focus on Impact: Highlight real-life success stories and testimonials from our programs to demonstrate the tangible benefits of BGCNAL’s initiatives.

  • Partnerships and Collaborations: Leverage collaborations with Canva and other partners to enhance campaign credibility and reach.

  • Tactical Execution

  • Video Marketing: Launch the "RISE" video at key fundraising events and across major social media platforms to generate buzz and awareness.

  • Social Media Engagement: Use hashtags and initiate discussions around the video’s themes to engage online audiences.

  • Email Marketing: Keep supporters informed through regular newsletters, sharing impact stories, and encouraging donations.

  • Website Integration: Feature the "RISE" video prominently on a dedicated campaign page, with success stories and easy donation options.

  • Collaboration with Canva: Utilize Canva’s design tools to create visually appealing assets highlighting different programs and their outcomes.

  • Donor Outreach: Engage current and potential donors with personalized messaging, inviting them to support BGCNAL’s mission.

  • Fundraising Events: Showcase the “RISE” video at fundraising events to boost brand awareness and raise funds.
     

Results

The "RISE" campaign has significantly impacted our programs in 2023, contributing to increased funding, media coverage, corporate partnerships, and awareness.

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Fundraising Successes

  • Leaders & Legends Dinner: The campaign helped produce a sellout crowd of 1,200 attendees, raising $650,000—a 15% increase over 2022—attributable to the Text 2 Donate campaign introduced alongside the “RISE” video.

  • Wine Women & Shoes: Positioned by the campaign’s success, this event has already raised over $100,000 in early sponsorships.

  • Doors to the Future Capital Campaign: Raised over $1 million since April 2023 with new partnerships, including technology companies like Meta.

  • Grant Achievements

  • STEM Academic Success & Literacy: Achieved a record increase in grant funding in June 2023, totaling $677,804.

  • Youth Impact

  • STEM Career Aspirations: Of the 89 high school seniors graduating in May 2023, 29% plan to pursue a STEM career.

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