ASK: Create a social media plan that would go along with the annual appeal letter. 

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INSIGHT: An annual appeal letter is a yearly letter that gets sent out to current donors asking for general donations for a non-profit. Asks were being made through e-mail and a mailed letter, so social media needed to be a little more engaging and a way current donors can share with their network.

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STRATEGY: This annual appeal social media plan needed to pull at some heart strings in just a quick scroll on the feed.

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WORK: Social media plan consisted of posts throughout the month of December encouraging donations, and a countdown leading up to the New Year. Posts consisted of Participant quotes on how the organization made an impact on them, specific programs that donations will support, and general donation posts on how to get involved.