The Exceptional Foundation is a nonprofit organization where individuals with special needs enjoy social and recreational activities when at age 21 they no longer find opportunities for social interaction within the school system and for school-age individuals during after school and summer hours.
During my time as the social media coordinator at The Exceptional Foundation, the nonprofit experienced a 61% surge in Facebook likes from 3,806 likes to 6,015.
Prior to taking on the social media role, posts on Facebook organically reached on average 1.5k users, and on Instagram, posts gained an average of 70 likes and videos gained an average of 250 views. At the end of my time at The Exceptional Foundation, posts on Facebook averaged an organic reach of 2.8k, and on Instagram, posts averaged 175 likes per picture and videos averaged 1k views per video.
When working at The Exceptional Foundation, it was my top priority to get the nonprofit on the Ellen DeGeneres show. With the help of several staff members, I was able to create, edit and produce this video showcasing the activities and participants with special needs at the nonprofit through a parody of internet viral trends.
The video had an organic reach of 696k users.
Because of our effort to get on Ellen’s show, the local news station, WVTM NBC 13, featured The Exceptional Foundation during daytime news coverage to try and help get the nonprofit on the show. The news clip had an organic reach of 22.8k Facebook users.
Though The Exceptional Foundation was not picked up by Ellen’s show, the nonprofit experienced a 31% follower increase on Facebook after the video was published.
Producing and publishing video drastically enhanced The Exceptional Foundation’s exposure in the local community. Prior to taking on the role as social media coordinator, the nonprofit had very few videos in their social library. After being in the position for a year, with the help of the staff, I was able to help drive over 150,000 organic views to the social video library.
As The Exceptional Foundation social media coordinator, I helped introduce a new branding strategy utilizing the hashtag #exceptionally[adjective], creating a unique tagline for the nonprofit. The majority of the photos shared on social media were taken with my Olympus E-M10. The use of bright, vibrant colors continued to help give The Exceptional Foundation a brand image.