Congressional Medal of Honor Society:
How Digital Marketing Helps Push A Great Mission Forward
The Congressional Medal of Honor Society wanted to grow their social media audience to build a wider base of potential donors. However, they lacked a comprehensive marketing strategy to effectively attract and grow a highly engaged audience. While the Society received consistent donations from their larger supporters, they had not been successful in raising funds from their online fan base.
Services We Provided
Social Media Management
Content Creation
Blogging
PPC/Google Ads
Content Optimization (SEO)
Email Drip Campaigns
Logo Design
The Results
Through actively telling the Society’s story and engaging with their audience through social media, the website, and email marketing, we grew their fan base across all channels.
In the first eight months, we achieved:
440%
Subscriber growth
on Twitter
700%
Follower growth
on LinkedIn
402%
Increase in web traffic
from Organic Search
720%
Increase in web traffic
from Google Ads
215%
Increase in Direct
web traffic
238%
Increase in web traffic
from social media
These numbers don’t just represent growth in the Society's following, but also growth in their potential donor pool. In addition to audience growth, we saw website traffic significantly increase. Also, the public began voluntarily sending in their own Medal of Honor Moment stories and the overall brand exposure of the organization continued to increase exponentially.
The traction we created for the Congressional Medal of Honor Society is a good reminder that not all success online comes from advertising. A solid content strategy, executed consistently, can help grow brand awareness, engagement and, ultimately, drive action.
While they were active online, the Society was missing a key element in their marketing efforts: content that shared the stories of those that were being impacted by the organization’s work - educators who were implementing the classroom Character Development Program designed by the Congressional Medal of Honor Society, Veterans who benefitted from the Veterans Outreach Program, and citizens who were touched by their encounters with Medal of Honor Recipients.
The Details
The Congressional Medal of Honor Society wanted to grow their social media audience to build a wider base of potential donors. However, they lacked a comprehensive marketing strategy to effectively attract and grow a highly engaged audience. While the Society received consistent donations from their larger supporters, they had not been successful in raising funds from their online fan base.
While they were active online, the Society was missing a key element in their marketing efforts: content that shared the stories of those that were being impacted by the organization’s work… educators who were implementing the classroom Character Development Program designed by the Congressional Medal of Honor Society, veterans who benefitted from the Veterans Outreach Program, and citizens who were touched by their encounters with Medal of Honor Recipients.
The Society is fully funded by donor support, and these stories were necessary to show donors how their money was put to work in the community and why donations were important.
Our Strategy
We worked to establish the organization’s credibility as a nationally recognized nonprofit and spread awareness of their mission and programs.
The traction we created for the Congressional Medal of Honor Society is a good reminder that not all success online comes from advertising. A solid content strategy, executed consistently, can help grow brand awareness, engagement and, ultimately, drive action.
Website and Search Engine Optimization
The Society needed a new website with faster load times, better functionality, and a smoother user experience. We built a new website with bold images, simple navigation and a seamless user experience. In addition to a new website design and copy, we implemented an SEO strategy to help improve search rankings for the site and drive traffic to the website through organic search.
Logo Design
The Society was celebrating their 20th anniversary, and we designed a new logo to commemorate the milestone. This new logo became the signature icon for the year-long campaign.
Social Media Management
We developed a plan to help the organization connect with their target audience, and began creating organic content and networking with fans on Facebook, Twitter, Instagram & LinkedIn. In just a few months, we grew their fan base by more than 250%, and achieved millions of organic impressions on our posts. This activity helped raise funds, increase engagement, and spread awareness for the important work of the Foundation.
Blogging
To improve search rankings and drive traffic back to the website, we wrote weekly blogs that showcased the Society’s community work, highlighted Recipients, explained the history and significance of the Medal of Honor, and told the stories of donors and those impacted by the Society.
Email Newsletter
As part of the refreshed brand collateral, we built a new email newsletter template and implemented regular outbound communication with the Society’s audience. We used this monthly informational newsletter as an additional touch point with current, past, and potential donations.
Digital Campaigns
One of the most successful initiatives we created was the Medal of Honor Moments campaign. We gathered individual stories from Society supporters about how the organization had touched their lives.
Summary
At KWSM, we believe strongly that deploying a limited number of marketing tactics well yields much better results than trying to hop on every new trend as it emerges. With a strategic focus on building traffic that produces consistent results, the Congressional Medal of Honor Society saw their web traffic increase by 720% from Google Ads, while its website traffic from social media increased by 238%.
What Our Client Says
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.”
John Doe, VP, Sales & Marketing | Pirouline
