Social Media Strategy
Situation & Approach
Long-standing Franco client The Salvation Army Great Lakes Division has partnered with Franco to support its Red Kettle Christmas Campaign since 2004. Since then, our team has been tasked with managing a fully integrated communications program, which includes generating fresh fundraising ideas to support the nonprofit’s ability to serve metro Detroit and the state of Michigan.
Ten years ago, Franco introduced and launched Celebrity Bell Ring Weekend (formerly Celebrity Bell Ring Day), a beloved fundraising event that has become an integral part of the season. It revolves around metro Detroit media personalities using their platform to support the nonprofit through serving as a volunteer bell ringer on the first weekend in December.
In 2021, the Franco team expanded this event into a full weekend affair with local media celebrities not only bell ringing in person, but also using their social media channels to virtually raise funds.
Explore the full recap of the 9th Annual Celebrity Bell Ring Weekend event, which resulted in a 41% increase in donations compared to 2020.
Our Work in Action
Following the success of this hybrid format in 2021, the 2022 event included 52 celebrity influencers who collectively generated a record-breaking fundraising total of $20,217 – a 17% YoY increase.
Through strong relationships with the media and strategic support to boost social media mentions and engagement, our team looks forward to harnessing the power of influencers and #DoingTheMostGood throughout the next decade.
Just a few of the people who donated to the @salmich Red Kettle campaign this morning. We appreciate all donations. The red kettles will be out thru #Christmas Eve. You can still donate virtually by clicking on the link. https://t.co/EF2SpWH1qy#RingingintheD #Saturday pic.twitter.com/9oiWYNvYVH
— Rob Davidek (@RobDavidek) December 3, 2022
— The Salvation Army Great Lakes Division (@salmich) December 3, 2022
’tis the season–of giving! @ccliffordwxyz and I will be back ringing bells tomorrow seeking donations on behalf of The Salvation Army.
If it’s more convenient, please consider donating to my virtual red kettle: https://t.co/Z7yd7ubAWS
I’m #RingingInTheD with @salmich pic.twitter.com/1U2FUvMgoS
— Dave LewAllen (@tvnewzguy) December 2, 2022