Following a wave of social justice activism in the summer of 2020, SMASH – a nonprofit organization dedicated to helping provide students of color access to college and career readiness resources – saw the opportunity to ramp up fundraising and spread the word about its cause.
SMASH created #SMASHmatch, a six-week campaign during June - July 2020 with the goal to raise $500,000 through a 1:1 match from a SMASH donor.
The goals of the organization’s social media push and #SMASHmatch campaign were two-fold:
1. Build greater awareness of SMASH and how the organization is looking to develop the next generation of socially conscious STEM leaders, providing corporate donors a meaningful cause to support in the fight against systemic racism.
2. Raise money from new and existing SMASH donors.
With such a large goal, SMASH acknowledged that they’d need to take a direct approach to outreach.
SMASH turned to Audiense, whose Twitter Marketing product specializes in delivering impactful Twitter campaigns thanks to its powerful audience targeting, to determine who their best outreach candidates were and how many potential donors were fair game based on their existing Twitter followers.
Rather than SMASH combing through their follower list by hand, Audiense did the heavy lifting. Their platform made it easy to sort Twitter followers based on their reach, follower count, and other parameters relevant to the campaign.