After 8 months of managing EverTrue’s LinkedIn
20% 65% 42%
Increase in page views* Increase in follower growth rate* Increase in engagement*
*on average per month compared to the year prior (2021)
Brand — EverTrue
EverTrue is a SaaS backed by data to empower higher ed and independent school advancement teams to create personalized experiences for donors. Used by hundreds of teams across the country, EverTrue is now expanding merging and acquiring multiple solutions to create the one-stop-shop to fundraising.
Challenge
Although EverTrue’s LinkedIn account had been active since 2010, their growth had remained stagnant with roughly 500-1,000 followers gained each year. Evidently, EverTrue’s target market of higher ed fundraisers is a tricky one. With the long seasonal breaks during the school year where most of the market is offline, followed by a heavy busy season where the market is too occupied to be on socials — it’s no wonder the growth was slow!
Approach
After a merger and acquisition with ThankView, EverTrue gained ThankViews Social Media & PR Specialist, Bianca Drougas. Internally, the two companies combined forces in February of 2022 with Bianca taking full reigns of their social platforms in March of 2022. During that time, Bianca built a social media strategy from the ground up. Her strategy focused on solidifying the brands voice, hashtag & tagging strategy, A/B testing content, and most importantly prioritizing nurturing EverTrue’s following rather than just selling to their following.
Solutions for EverTrue
Leverage Video
In a world where emails and newsletters are overwhelmingly prominent and occasionally feeling inhuman, Bianca focused on promoting video on EverTrue's LinkedIn socials (they did acquire a video software after all)! Videos added a sense of personalization and humanized the brands image where they suddenly weren't just a brand, but a group of friendly faces and/or voices. The videos ranged from highly produced horizontal videos, to podcast clips, to moving graphics, to TikTok styled content, to culture focused casual videos.
Check out Bianca's work in action
Creative Testing on Copy
The optimization didn’t end there. To learn what worked best, Bianca A/B tested different aspects of social copy and drew insights from each test. This included A/B testing different headlines, where the link is placed, what type of content is attached, and more. Bianca produced multiple versions of compelling copy that spearheaded EverTrue’s social growth. Coupled with custom UTMs, she narrowed down the ideal copy and post style that served the market the content they loved. In turn, EverTrues’s social growth rate increased and demo requests were flowing in.
Conclusion
Though paid ads are a great way to build brand awareness & recognition— organic social is where you'll build brand identity, brand loyalty, and (in this case) build a following. Sometimes it's as simple as letting your following see a friendly face and moving your CTA to the top of the copy.