CASE STUDY
“Turn Two’s vision, creativity, and collaborative spirit are driving a campaign that will change the way people think about community foundations.”
Elyse Hammett, Community Foundation for Greater Atlanta
Community Foundation Awareness Initiative
Building a National Brand for Community Foundations
The Problem
Community foundations exist in nearly every U.S. ZIP code and play a vital role in connecting civic-minded donors with the causes they care about. But if you ask most Americans to define a community foundation — or name one that operates in their community — you’ll likely get a blank stare.
Because of this, too many community foundations still struggle to connect with donors and mobilize enough resources to meet the needs of their communities.
The Solution
Through our work with the Community Foundation Awareness Initiative (CFAI), Turn Two has been leading the charge to launch a nationwide branding campaign that will raise awareness about community foundations among civic-minded adults across the U.S.
As a first step, our creative team developed a series of social-media ads that appeared on Facebook and Instagram in 2022. The ads, which spotlighted the collective impact of community foundations in five cause areas, appeared via CFAI’s social channels — and were amplified in local markets through the social channels of individual community foundations.
Results
The initial campaign drew significant engagement — and showed enough promise to inspire 24 U.S. community foundations to co-invest in a Phase II campaign that will launch in 2024.
The Phase II campaign will appear in all 24 markets across multiple channels — with a target audience of potential donors between the ages of 40-55.
Learn more about our work with community foundations.