5IVE | The Minneapolis Foundation B2B Campaign | 5IVE
We launched The Minneapolis Foundation’s first-ever B2B campaign building interest and establishing a foundation for partnership.
Foundation, Campaign, B2B, Partnership, Agency, Minneapolis, Partnership
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The Minneapolis Foundation | 5IVE | B2B Campaign | Minneapolis, MN

One of the first community foundations in the world, The Minneapolis Foundation is an innovative leader at the intersection of philanthropy and wealth management. By providing a diverse set of charitable giving tools and the expertise to manage them with the help of a Philanthropic Advisor, professional advisors and donors are able to grow their philanthropic impact in ways they could have never imagined.

The Challenge

 

What is a Philanthropic Advisor? Professional Advisors and potential donors are not always aware of the role a Philanthropic Advisor can play in wealth management. Many also lack awareness of the products and services that a community foundation has to offer. Our challenge was to elevate the role of Philanthropic Advisors and raise awareness of the services they provide while educating professional advisors and donors about the benefits of partnering with a community foundation.

The Solution

 

Lack of awareness could be seen as a challenge, but we saw it as an opportunity for education and engagement. Fierce competition from other for-profit financial organizations who offered similar tools, but lacked the community knowledge informed the campaign strategy. Instead of forcing our way into an existing conversation, we started a new one around the role of philanthropy in wealth management.

 

The fun, personable, and bold creative featured real Philanthropic Advisors from the Foundation and led to valuable content on the Foundation’s website. The in-depth content marketing strategy allowed for the intriguing ads to appeal to the right people at the right time while the Foundation’s website did the heavy lifting – leading to high quantity and high quality conversions.

The Minneapolis Foundation | 5IVE | B2B Campaign | Minneapolis, MN
The Minneapolis Foundation | 5IVE | B2B Campaign | Minneapolis, MN
Initial Campaign Results

(First 3 Months)

20

Increase in Community Buzz Newsletter Signups

19

Increase in Facebook Likes

60

Newsletter Open Rate

33

Increase in LinkedIn Followers

The Minneapolis Foundation | 5IVE | B2B Campaign | Minneapolis, MN

We launched The Minneapolis Foundation’s first-ever B2B campaign on the platform built for business – LinkedIn – with supporting media in Wall Street Journal, Minneapolis/St. Paul Business Journal, Bench & Bar, and MinnPost. By delivering original, engaging, and educational content to our target audience in spaces where they’re active we were able to build interest and establish a foundation for partnership.

The Minneapolis Foundation | 5IVE | B2B Campaign | Minneapolis, MN