About the Client
Harbor House of Central Florida is the region’s largest provider of services to survivors of domestic abuse. With a history of advocacy, education, and support that spans nearly forty years, the organization has a well-deserved reputation for excellence and a deep commitment to making a lasting impact both in our region and beyond. Harbor House is also committed to developing a meaningful online presence that can help them build long-term relationships with potential donors, as well as increase their overall visibility and effectiveness in an increasingly digital world.
Every spring, Harbor House is the beneficiary of two major fundraising events, both of which they also help to organize and promote. Walk a Mile Orlando and the Paws for Peace Walk are both fun, community-oriented events which promote engagement as well as raising funds, and both were rapidly approaching at the end of February when Harbor House realized that, in the absence of a designated social media staff member, they could use some outside support in making their social media event promotions a success.
After those campaigns, Harbor House invited us back to work with them again in fall 2014 as they participated for the first time in the national Purple Purse campaign, sponsored by the Allstate Foundation. We joined their team in directing online and offline awareness campaigns geared at raising funds for Harbor House and — more importantly– raising awareness about financial abuse.
Walk a Mile Orlando
- The question: How can you harness social media to convince a large group of men to walk a mile in high heels?
- Employed an aggressive Facebook-centered strategy, using highly targeted advertising and regular posts
- Took responsibility for day-of-event photos as well as ongoing curation of relevant content from previous events
- Raised more than $23,000 to support men’s engagement, education, and other domestic violence services
Paws for Peace
- The challenge: bring together Orlando’s pet lovers to attend the Paws for Peace Walk
- Fact: cute animal pictures win the Internet, every time.
- Set up a ‘Cutest Pet’ photo contest (which brought in more than 2,000 visits!)
- Attended the Central Florida Home & Garden Show, hosting a local celebrity pet photo booth
- Organized a photo booth with props and photography services
- Raised more than $23,000 for the Paws for Peace Kennel
- Transitioned social media accounts to new in-house community manager
Purple Purse Campaign
- National campaign sponsored by the Allstate Foundation to raise awareness about financial abuse
- Competed against 200 other DV organizations for grant opportunities
- Hosted three live community events at Kate Spade, blu on the avenue, and Tim’s Wine
- Built awareness among the local blogging community at FLBlogCon
- Hosted three online raffles and two Hangouts on Air
- Created a Spotify playlist and other types of online creative content
- Raised more than $42,000, plus $17,000 in bonus grants