When KW Cares needed a deeper connection with its community, we handled it with care.
Overview
Despite a sterling 18-year track record of providing financial support to Keller Williams associates in times of hardship, KW Cares was operating with a donated legacy website that had virtually no functional capabilities. Lead capture, donation processing, and other vital functions were impossible with the outdated site. Further, Keller Williams associates were largely unfamiliar with the options available for assistance grants, and the personal impact grants made in the lives of recipients.
Measuring the Impact
Challenge & Objective
KW Cares tasked RipplEffect to develop a compassionate approach to communicating grant recipients’ personal stories to KW associates, to inform and inspire them about grant assistance available. These narratives are of a very sensitive nature — dealing with personal loss, debilitating injuries, and grave illness — and further had to communicate clearly and drive conversions. The creation of these personal narratives was one component of a ground-up website rebuild and rebranding effort.
Our Solution
1. Built a back-end Web architecture that could easily sync donations into KW Cares’ CRM, enabling their website to grow their email database for the very first time.
2. In addition to the all-new website, we launched an updated KW Cares brand look (an evolution not a revolution), and logo refresh.
3. Through data analysis and data-led marketing, we developed the strategy for an extensive, real-life video series focusing on grant recipients entitled, “Family Helping Family.” The series of short video vignettes shows grant recipients recounting their personal stories of hardship, assistance, and recovery. To drive awareness of the video series, we deployed a “There’s a Grant for That” campaign, in which we capture the realities of grant recipients recovering from cancer, stroke, and other dire setbacks, and how KW Cares grants to ease their burden. This approach brings home the stark realities faced by grant recipients, rather than portraying a Pollyanna vision of the subject matter. The level of engagement the campaign generated validated this frank storytelling.
