The United Way of Metropolitan Chicago approached my DePaul University Social Media class to create a campaign that would increase the number of interactions and engagement on its social media channels. The challenge was to answer the question: How does the United Way of Metropolitan Chicago increase awareness, understanding and donations among the individual consumer targets via social? While at the same time our campaign had to keep in mind the resource constraints faced by a non-profit organization.


“Tell the Story to Change the Story” was the campaign that my team of four pitched to the marketing and communications staff at The United Way of Metropolitan Chicago. The organization was using the appropriate social channels; however, there was not enough compelling content to attract interaction from the target audience. My team’s campaign identified a way that content could be curated through a contest that enlisted partner agencies.



The pitch deck, shown below, was presented to The United Way of Metropolitan Chicago. It guided the client through the “Tell the Story to Change the Story” campaign and outlined the three key strategies of expand, engage and enlist. In the first strategy, expand, the client was presented with opportunities to better use the current channels with features and targeted social advertising. Engage was the center of the campaign and featured the idea of using a contest to curate content from partner agencies. The final strategy of enlist focused on using social media to move the two target audiences to be volunteers and give donations.