Meta & GoodUnited
As a social impact partner with Meta, I worked with the agency GoodUnited to better leverage Facebook’s suite of nonprofit tools, drive engagement, and grow revenue. Our virtual fundraising challenges and conversational messaging on platform raised more than $26M and connected more than 750,000 people to our mission by meeting them where they spend their time and attention.
Virtual Challenges
With our GoodUnited partners, we created virtual fundraising challenges on Facebook—raising more than $26M and connecting with more than 750K supporters, donors, and fundraisers nationwide. The challenge concept was such an innovative use of Facebook’s Group and Messenger products Meta funded a case study in 2021 showcasing our virtual fundraising challenges as part of their social impact efforts. In 2022, USAA joined us as the presenting sponsor for all virtual challenge events.
300%
YoY Increase in Fundraiser Revenue (2020)
750K
Supporters, Donors, & Fundraisers Engaged
$26M
Raised on Facebook
“Conversational messaging on social is email marketing reimagined. We can seamlessly communicate with our supporters and inspire them to take action in real-time without leaving the social platforms they use daily.”
— Kolby Harrell, Director of Product Marketing
Messenger Journeys
With our GoodUnited partners, we built automated, dynamic, conversational messaging journeys on Facebook to keep our community engaged. In one of our earliest product tests, we messaged more than 35K subscribers asking them to share the news of an award we’d received from the U.S. Department of Veterans Affairs. The results were immediate, and we continued to optimize the strategy as an integrated part of our marketing playbook.
Learn more in this case study.
89%
Messenger
Open Rate
30%
Messenger
CTR
240x
Organic
Engagement
$14k
Saved on
Ad Spend