Hope Chicago is a first of its kind scholarship program that plans to send over 70,000 students and a parent/guardian to post-secondary education opportunities in Chicago Public Schools over the next 10 years in historically marginalized communities in the South and West sides.
They engaged Mango along with our strategic partner PACO Collective to establish their communication strategy, and execute creative to build a strong small-donor base of 10,000+ donors in the first year.
THE CHALLENGE: Identify the core audiences for the organization, and craft relevant messaging that resonates to establish and grow the donor base.
Audience Definition and Strategic Planning
Through an audience definition workshop, Mango built two target audience archetypes, and defined subgroups through understanding barriers and motivations to giving to educational non-profits. These served to inform the communication strategy approach, and channel planning.
The Mango team, in partnership with Hope Chicago, built a core messaging approach that resonates with each archetype and sub-group. We then shared our creative approach for telling the story of Hope Chicago through the lives of the students and their parents, and channel creative that will drive awareness and engagement with Hope Chicago.
In addition, we shared several content ideas through organic/paid media to create awareness and engagement, and earned media activations to expand their footprint regionally telling the story of Hope Chicago and it’s students/parents.
Creative Execution
As part of the engagement, Mango is also planning and executing paid media for Hope Chicago, as well as providing analytics and measurement support of the campaign. We are also providing presentation creative for items such as the mid-year and annual reports.