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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.
Develop a clear brand identity
Increase brand awareness
GEN Z INSIGHTS
Learns about nonprofits through...
DIGITAL AND SOCIAL
New profile image
Accessible donation link
Brand color utilization
Target: UGA students with interest in nonprofits
1,710 estimated ad recalls
$0.04 per recall
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:
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