ONE small action can change the world!
In 2015, BMF launched the My Pledge campaign to spark a global conversation that encouraged connections and inspired people to make small pledges and, in turn, a major impact year-round. #MyPledge15 presented our firm with an opportunity to use the platforms of digital and social media to connect people on a global scale in the interest of social good. The goal of our campaign was to utilize the storytelling nature of social media to inspire individuals and businesses to make a difference in 2015 in a way that was meaningful to them.
The campaign was never about selling a product or a service or requesting a specific donation; it was truly about making connections with people and organizations in need that we may have otherwise never met, and connecting those people with organizations by pledging to make a collective impact. We started using #MyPledge15 on social media on Monday, March 9th, 2015 to encourage our local community, as well as regional, national, and even international communities, to publicly declare their own pledges using the same hashtag.
We wanted to drive the conversation to foster not only a charitable platform, but also one that called for creativity and compassion – it was important to emphasize that a “pledge” extended beyond the checkbook. Our call-to-action, or our challenge to everyone, including the BMF Global team, was to make a personal pledge big or small that they would complete by the end of the calendar year. BMF staff pledges captured everything from a simple one-and-done toy donation to a children’s hospital to pledging a specified number of hours throughout the year working on area builds for Habitat for Humanity.
Employees at BMF readily took the lead role by posting the first pledges to social media, along with two promotional videos to generate buzz and raise awareness for the campaign. We also established partnerships with national bloggers and continued to nurture those relationships in order to extend our reach beyond the Gulf Coast Region.
The reach didn’t stop there.
By December 31st, 2015 the My Pledge hashtag had expanded to 12 different countries with approximately 100 pledges made and fulfilled and generated nearly 400,000 impressions worldwide, including 26,000 page views on our website.
Countries where we received support in the form of pledges included the United States (10+ states), United Kingdom, Russian Federation, Spain, Brazil, Columbia, Belize, China, Belgium, Nigeria, Philippines and Vietnam. The average viewer spent more than four minutes on the designated My Pledge campaign page on our website – 1:36 above our normal average. Year-over-year, BMF experienced an overall growth rate of 24 percent across our firms’ social media accounts.
Leveraging social media to highlight social good proved to be a powerful tool by allowing BMF to facilitate a positive change globally while increasing the reach of our own brand exponentially.
Interested in more? Check out some of our staff pledges!
Greg Beuerman: Habitat for Humanity
Virginia Miller: Café Reconcile
Ron Thompson: Good Work Network
Anna Corin Koehl: NET Charter High School
Lillie Hart: Greater New Orleans Therapeutic Riding Center
Sarah Meyer: St. Jude Children’s Research Hospital
Shannon Stewart Jelin: Dress for Success New Orleans
Dominique Becnel: Arc of Greater New Orleans
Hannah Chanin: Animal Rescue New Orleans (ARNO): Foster A Pet