non-profits

When your mission is the betterment of others, it’s easy to forget to help yourself. But the more your organization is known, the faster it can grow and the more people it can help.

Whether your goals are to drive donations, increase volunteer or donor engagement, focus your messaging, set up a social presence or increase awareness for a cause, we can help.

case study: civic works

challenge


Civic Works is a non-profit focused on strengthening Baltimore’s communities through education, skills development and community service. Civic Works has been serving the community for over 20 years.

The organization engaged Abel Communications to solve several key marketing challenges. Civic Works needed a unified brand to bring together dozens of separately branded programs, a marketing strategy to raise awareness about the results generated by its programs and ultimately drive engagement and a stronger connection between Civic Works and Millennials, a key area of focus for the organization.

Civic Works logo

approach


First, Abel Communications conducted extensive research to understand the organization landscape, including in-person interviews, online surveys, competitive research and social media audits. Next, we brought in our expert development partner, Gerry Sandusky, for an interactive session to help uncover the specific core values of Civic Works. Finally, we consolidated the research and ideas into a concise recommended plan of action.

 

In order to start building deeper connections with Millennials, we put together a social event on Twitter, #VolunteerBaltimore. As the host of the Twitter Party, Civic Works led a coalition of non-profits, companies and individuals. Civic Works was positioned as a leader for volunteer initiatives in Baltimore.

results


Abel Communications delivered a new, unified look and feel for Civic Works, including a refreshed website and a revised logo treatment tying together multiple Civic Works programs. In addition, we created and executed a marketing roadmap focused on budget-friendly strategies for engagement, including targeted media relations, a partnership program and social media events. Within the first six months, we generated media coverage on Today Show, Baltimore Sun, ABC2 News, Fox45 News, CBS Baltimore and Baltimore Magazine.

#VolunteerBaltimore increased Civic Works Twitter followers by over 15 percent and added dozens of newsletter subscribers to the Civic Works email database. The event also created an opportunity to hold multiple conversations with organizations around Baltimore, directly leading to new volunteer partnerships with area schools.

Abel Communications has made a tremendous impact from the moment we started working together. Our work includes messaging and branding strategy, a website and collateral refresh, media relations and social media programs. They bring a fresh perspective, new ideas and an incredible amount of energy to our organization. Abel Communications delivers real, measurable results that are helping us grow. I would strongly recommend working with Abel Communications.

Dana Stein

Executive Director, Civic Works, Inc.