Brand & Social
FitMoney
A clearer story, a louder social presence and 800 students certified in six months.
The brief
FitMoney makes K–12 financial literacy free for every kid, which is about as good a mission as it gets. But a great mission doesn’t tell its own story. They came to us knowing their work mattered and struggling to say why, especially on social media.
ENGAGEMENT
Brand Roadmap + Social Media
TIMELINE
6 months
SERVICES
Brand Strategy · Social Media · Fundraising
INDUSTRY
Nonprofit · Financial Education
The results
In six months, FitMoney’s social channels went from quiet to genuinely busy, and the numbers that mattered most moved with them.
800
Financial literacy certificates issued (the goal was 500)
+59%
Multichannel engagement
+86%
Monthly Instagram impressions
4 stars
Common Sense rating
The challenge
FitMoney had a curriculum schools loved and a brand nobody could quite describe. Their positioning was fuzzy, their social channels were quiet, and the case for supporting them wasn’t landing with the people who could write checks.
Every month without a clear story meant fewer students certified and fewer schools reached.
Our approach
We started where we always start: a Brand Roadmap. We dug into who FitMoney was really talking to, what their followers cared about and how the brand should sound, then built everything else on top of it.
And instead of having a nonprofit lecture teenagers about money, we handed the mic to college students.
What we built
A Brand Roadmap covering mission, follower persona, brand voice and key messaging
A donor pitch deck making the case for accessible financial literacy
A social media strategy for Instagram and TikTok
The $upersquad, a crew of college students making videos about being financially fit
Article ideas for syndication in major publications
Cover photo: Vitaly Gariev on Unsplash.
Have a project like this in mind?
Let’s talk about what your business needs right now.