FitMoney is a nonprofit that makes K-12 financial literacy free and accessible for all. While they have an incredible mission, FitMoney struggled to identify their brand positioning and tell their story on social media. 

Business Goals

  • Build brand awareness through stellar website, email and social media messaging. 

  • Accelerate donations on an individual and corporate level.

  • Issue at least 500 financial literacy certificates within six months. 

  • Bring the FitMoney curriculum to 1,000+ public schools in the United States. 

Approach

  • Develop a Brand Roadmap to articulate FitMoney’s mission, follower persona, brand voice and key messaging.

  • Create a donor pitch deck that underscores the value of accessible financial literacy education. 

  • Build a social media strategy that reinforces FitMoney’s value while educating its audience on financial literacy. 

Outcomes

  • Helped form the $upersquad, a group of college students who share videos for FitMoney’s Instagram and TikTok about the importance of being financially fit.

  • Grew total social media audience by 10% and increased multi-channel engagement by 59%

  • Tripled Instagram output, increased monthly impressions by 86%, shares by 168%, and Stories traffic by 134% to grow audience by 30% YOY

  • 800 financial literacy certificates issued to students across the United States during the six-month-long engagement.

  • Helped secure a four-star Common Sense rating for FitMoney. 

  • Ideated articles for syndication in major publications.