We’re proud to introduce our first pro bono partnership with Boston’s chapter of the nationally acclaimed nonprofit organization, 826. It feels good to tweet for a cause, particularly one that hits close to home for our creative staff, both literally and figuratively.
The backstory: Writers supporting writers
More than half of our Boston office staff are full-time writers, and several of our writers had longstanding ties with 826 Boston before Brafton got involved. We love 826 because its work is centered on the idea that kids can write their own way to success as long as they’re motivated, inspired and supported by positive mentors. The organization gives young students – and their teachers – skill-building tools and a creative outlet that can be traced to Dave Eggers. The organization has eight 826 national chapters, and the Boston branch serves more than 3,000 children.
The Boston division is located in an Egleston Square storefront in Roxbury, and 826’s Communications Associate Kristen Evans says the chapter has fostered partnerships that range from Northeastern University to the Isabella Stewart Gardner Museum, from the Boston Public Library to Continuum Design.
Brafton’s Senior Social Media Strategist Jill DiLibero thought it was a no-brainer that our content marketing agency should be added to the list of partners. “It seemed like a natural fit,” Jill said. “826’s push for getting kids to write aligned perfectly with Brafton’s mission of relentless creativity and developing great partnerships.”
826 and Brafton team for social media: The strategy, the results
Before Brafton stepped in, Kristen said 826’s social channels were primarily used to share the organization’s achievements and engage its many volunteers, partner teachers and community partners. Consistent posting and upkeep, however, was the challenge.
“When we started our partnership with Brafton in the spring, we hoped to generate more awareness of the organization by posting and promoting our work more regularly. We wanted to increase our number of followers and increase the level of engagement with them,” Kristen said. The organization is looking to grow its Boston chapter, searching for more volunteers, more donors and broader participation within the community.
With Brafton on board, we set out to conquer these goals through day-to-day actions like welcoming new followers, interacting with followers (actively Retweeting and replying to their posts) and engaging with fellow Boston-based nonprofits, small business owners and literacy advocates.
“Twitter engagement has skyrocketed,” Jill said. “It’s been great because it allows 826 to have a bigger social media presence, interacting with more members of the community and raising awareness – the Patriots even Retweeted us!”
Sticking with 826’s mission, Jill also makes sure to sprinkle in the personalities of the children involved, through quotes and examples of their work.
“We think stories are the best way to share with people what we’re up to and how it transforms the lives of our students,” Kristen said.
Here’s a snapshot of some of our favorite 826 student participants’ quotes:
We’re thrilled to be partnering with 826 on their social media strategy. Check out how we partner with other brands for social marketing services here.