Liberty Hill is a group of community organizers, donor activists, and allies advancing social justice across Los Angeles County. Since 1976, they have continued to advance movements for social change through a strategic combination of grants, leadership training, and alliance building. Today, it is a national leader in social justice – changing national policies, launching movements, transforming neighborhoods, and nurturing community leaders.
On Tuesday, December 2, 2014, Liberty Hill took part in the third annual #GivingTuesday, a global day dedicated to giving back. The goal: “Just find a way for your family, your community, your company or your organization to come together to give something more.” Liberty Hill was perfectly poised to support this message, activate their member base, and even attract new advocates and donors.
But we only had 3 weeks to get ready. So we jumped in with the logo. In a rare first for Liberty Hill, we freshened up their logo with a temporary cross-branding to take advantage of the enormous publicity surrounding #GivingTuesday and their heart logo. For the landing page, we kept a simple, modular design. This created a cleaner reading experience, encouraging users to take action. As a side benefit, this allowed the addition, removal, and shuffling of content throughout the campaign – plus a quicker adaptation to mobile.
Liberty Hill has also been making greater use of social media, so we created meme graphics to highlight the various unseen and worthwhile causes that the organization champions daily. These were posted on social media, and easy sharing tools on our landing page made it easy for readers to spread the word.
I also supported digital strategy in this effort, helping to identify and craft promo graphics, advertising, content strategy, posting schedules, and tracking mechanisms. These were then boiled into an Executive Summary Report, as well as a more detailed report for communications staff.
This campaign represented the start of a new style and scale of base-building campaigns for Liberty Hill, and provided many valuable lessons for future fundraising efforts, social media outreach, and even expansions to website capabilities to continue improving member and donor engagement.
