HomeStreet Bank conducted a brand survey and learned 1) most people consider it important to patronize a business that gives back to the community and 2) most people did not know about HomeStreet’s charitable giving. In order to help increase the visibility of HomeStreet’s work, I came up with a campaign called Vote Your Heart, through which we engaged the public in the process of our charitable giving. The campaign had the addition benefit of promoting the nonprofits to our communities.
In 2016, we ran the campaign through a Facebook app, which significantly increased the number of Facebook followers and our general Facebook engagement.
Sample 2016 campaign posts
Text: The last round of Vote Your Heart launches today! Choose one of three Puget Sound area nonprofits — Atlantic Street Center, Childhaven, or the Mockingbird Society — to win the grand prize donation of $10,000. And, just for voting, you’ll be entered to win a $100 Visa gift card! #HomeStreetHeart
Text: We donated $159K to local charities through the Vote Your Heart campaign. A huge thank you to our voters — you’ve made a difference in helping provide vital services to those in need. Read more and see the full list of winners. #HomeStreetHeart
2017 campaign sample post
Text: What a beautiful day for spring cleaning! As part of our Vote Your Heart Campaign, HomeStreet staff volunteered to assist in cleaning indoor and outdoor spaces at the child care center at Vision House. Be sure to cast your vote for which organization should win the grand prize donation of $10,000. #HomeStreetHeart
Naghma Husain 