United Way Goes Social for Good

Greater Twin Cities United Way – traditionally collecting more than 90 percent of its annual contributions from employer-sponsored drives – recognized it needed to forge stronger connections with potential donors through social media.

Leveraging cutting-edge social engagement technology, Padilla and the United Way created a platform to track and reward participation: the “Join My Dream Team” social networking contest. Participants joined a cause team and recruited people from their networks. Socially connected media personalities became team leaders, produced viral videos, and tapped their traditional and social networks in a no-holds-barred battle to build the largest social network.

Padilla teamed personalities from four local Twin Cities media organizations, with four prominent corporate sponsors, and four franchise players from the Minnesota Twins, Vikings and Lynx.

The six-week campaign was a huge success, growing United Way’s email prospect list by 16 percent – the fastest growth ever experienced by a chapter – and greatly increasing United Way’s social media presence by 1,000 percent over the previous year. Contest messaging reached 3,700,000 people via social network advertisements, including 3.7 million Facebook ad impressions and 300,000 Google Adwords impressions.

Case Study


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