Social Media Campaign

Creative Direction + Project Management by Bree Reetz

Kansas City GIFT is a Black-owned business accelerator

Making change by providing grant money to Black-owned businesses operating in low income areas of Kansas City.

The GIFT of Color Gala Fundraiser

Is an annual fundraiser highlighting the impact of the organization’s grants on the local community and celebrating
Black excellence

Project Overview

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Project Overview *

Research

Analysis of competitors and similar organizations, evaluating:

Existing brand presence
Competitors
Strategic opportunities

Host
Kick-off call

During this initial meeting I:

Connect with the client
Understand the client needs
Define the scope of work for the project
Share my research
Set expectations and discuss next steps

Define Project Timeline

Including

Phases
Contributors
Tasks

These are two project timelines (In Air Table) for one client that begin to run concurrently on 6/25.

Audience Segmentation

Information was collected and three distinct categories were defined.

- 55% Female
- Average age of 45
- Annual household income of 50-75K
- 56% Male
- Ages 35-54
- Annual household income of 150K
- 77% Male
- Average Age 42
- Companies generally have 100+ employees

Defining
Strategies

I used the audience information to define a strategy for each audience category including:

Writing Style
Image Style
Content Themes

Monthly Donors

Strategy:

Focus on community-driven solution where each individual's small contribution could cumulatively empower a Black-owned business monthly.

Copy Example:

“You're not just giving funds; you're joining a community committed to making real, tangible change. Every contribution fuels our initiatives, empowering us to create a brighter future together.”

Theme:

Get personal, emphasize the faces and stories that G.I.F.T. support has uplifted

Example: “Amanda is empowering transformative change for the price of one venti caramel macchiato every month.”

Major Gift Donors

Strategy:

Focus on the power of collective action to achieve remarkable things

Copy Example:

“Through collective action, we can achieve remarkable things. We are more than a funding program, we are a beacon of hope and resilience, providing communal support and solidarity. Be a part of our movement transforming systemic challenges into pathways for prosperity and equity.”

Theme:

Talk about the impact for grant recipients

Example: “Our grand recipients generated $4,345,686 in revenue in 2022 alone.”

Corporate Donors

Strategy:

Emphasize the opportunity to create a legacy of transformative generosity

Copy Example:

“Your support goes beyond a mere donation; it's a powerful statement of belief in our mission and vision. Your generosity is the cornerstone of our progress, and together, we can achieve remarkable things.”

Theme:

Get big, talk about the impact that support has
had on the community

Example: “Because of you, we have given $1.6M back to our community”