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​Overview

Nonprofit Case Study - Mentoring Male Teens in the "Hood"

Mentoring Male Teens in the “Hood” (MMTH), a 501c3 non profit organization whose mission is to invest in boys and build strong men in Baltimore City, hired Big Media Agency (BMA) to help the organization raise funds for and market the occassion of its 25th Anniversary Celebration. In order to do this, BMA needed to support fundraising initiatives, create sponsorship materials and run an integrated marketing campaign to drive traffic and awareness to the organization. In the process, BMA helped MMTH meet and exceed every goal set forth in the planning and execution stages of the event.

Approach

Branded Sponsorship Package

Big Media Agency created a branded sponsorship package, highlighted with whimsical treatments of brand colors and resonant story telling to drive traffic to and an interest in Mentoring Male Teens in the "Hood." BMA also helped MMTH create sponsorship levels and benefits for each sponsor to enjoy. In part, due to the creation and distribution of the sponsorship package, and the fundraising efforts of the organization's internal team, MMTH was able to exceed it's fundraising goal.

Branded Video

Big Media Agency created several branded videos for use on social media and to be shown at MMTH’s 25th Anniversary Celebration event to help audiences connect with the 25-year story of the nonprofit and to drive traffic to the 25th Anniversary Celebration. In this video, Founding Director Cameron Miles recounts the organization’s genesis, 25-year history and plans for the future.
This video, a thank you message to sponsors from one of MMTH’s oldest mentees, Sean Adeyemo, is more than a listing of sponsors’ names. It is a personal story by one of the Kings that shows his evolution from who he was before he began the program, and who he became as a result of the program. While sharing his story, Sean expressed appreciation for sponsors, identifying their support as a game changer in this life, and the lives of the many male teens (more than 3,000 to date), who have been helped through their generous support.

Results

Fundraising

Mentoring Male Teens in the Hood (MMTH) achieved nearly 150% of its fundraising goal. In addition to creating the sponsorship package, BMA set up and managed Eventbrite on behalf of MMTH to create an opportunity for attendees to purchase tickets online.

Social Media

All social media posts on Facebook exceeded all past performance records for individual posts.
Organic reach, or the reach of posts to an audience outside of MMTH’s followers, increased by 212.5% over 90 days. (April – June)

Public Relations

WBAL – TV – Channel 11 News
Mentoring Male Teens in the Hood ​Celebrates 25 Years
Big Media Agency created a press release to promote Mentoring Male Teens in the “Hood’s” 25th Anniversary Celebration. As a result of the release, MMTH appeared on WBAL TV – Channel 11 news.
Public Service Announcement 
Big Media Agency shot original video for the purpose of editing it and placing a TV commercial on WBAL TV – Channel 11 news. The commercial has been in rotation since June, and continues to run as of the creation of this case study. Since the PSA is focused more on the organization than its event, the content is evergreen, and will likely run longer than it would if it were a call to action for viewers to attend MMTH’s June event.
Program Booklet
Big Media Agency created a dynamic program booklet for the occasion of MMTH’s 25th Anniversary Celebration. The book included ads from more than 15 sponsors, letters from US Senators, the Governor, Congressman, and the Mayor of Baltimore City, as well as a legacy story crafted about one of MMTH’s former Kings who is now a mentor in the program. The 22 page book was distributed to more than 250 guests who were in attendance. For more information, please download the files below.
Booklet Cover
Booklet Inside

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