THE BACKPACK PROJECT, INC.

The Backpack Project, Inc. (TBP) provides backpacks filled with food, clothes, and toiletries to those who are experiencing homelessness in Georgia. One of the core tenets of TBP is to form meaningful and lasting connections with each individual that they encounter. Each backpack costs $20 to make and includes 40+ essential supplies. The organization is run entirely by students who dedicate their time to ending the cycle of homelessness. They view philanthropy as a lifestyle, rather than an activity.

CHALLENGE

Develop a clear brand identity

Increase brand awareness

GEN Z INSIGHTS

Learns about nonprofits through...

VISUAL IDENTITY

NEW LOGO

OLD LOGO

COLOR PALETTE

BRANDED MATERIALS

DIGITAL AND SOCIAL

UPDATED PROFILE

FEATURES: 

New handle

New profile image

Accessible donation link

Branded highlights

OLD PROFILE

NEW PROFILE

IMPROVED POSTS

FEATURES: 

Location tag

Brand color utilization

Clear hierarchy

OLD POST

NEW POST

WEBSITE UPDATES

PAID ADVERTISEMENT

$75 budget

Target: UGA students with interest in nonprofits

Location: Facebook

RESULTS

1,710  estimated ad recalls

$0.04 per recall

RESULTS

174% INCREASE IN PERSONAL DONATIONS

56%  increase in Instagram followers

56%  increase in Instagram engagement

19%  increase in unique website visitors

21%  increase in organic search website traffic

16%  increase in Facebook engagement

CHECK OUT THE FULL CASE STUDY:

  • Instagram
  • Facebook
  • Black LinkedIn Icon
  • Twitter

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