BACKGROUND
The U.S. Dream Academy is a national after-school program that supports children at risk due to parental incarceration. By providing mentorship, academic support, and character development, the program aims to break the cycle of intergenerational incarceration and guide these children toward a successful future. The program’s ultimate goal is to foster a generation of motivated, capable individuals ready to contribute positively to society, face global challenges, and drive innovation.
Website:
https://www.usdreamacademy.org
PROBLEM
Despite its noble mission and impactful work, the U.S. Dream Academy faced several challenges that hindered its ability to effectively fulfill its mission. These challenges included:
The organization’s website was outdated and did not effectively communicate its mission or the value of becoming a mentor. It lacked clear calls to action (CTAs) and did not provide a user-friendly experience.
The organization had low online visibility, making it difficult for potential mentors to find them through search engines.
The organization’s outreach tactics were not targeted or effective, resulting in low engagement and conversion rates.
The mentor recruitment process was complex and time-consuming, deterring potential mentors from applying.
The organization struggled to retain mentors due to a lack of support and engagement.
THE SOLUTION
To address these challenges and improve its mentor recruitment and retention efforts, the U.S. Dream Academy implemented a comprehensive mentor lifecycle stages, engagement scoring and drip emails.
Recruitment Campaigns
To address these challenges and improve its mentor recruitment and retention efforts, the U.S. Dream Academy implemented a comprehensive and multi-faceted solution:
Website Redesign and Automation: The organization’s website was completely redesigned to be modern, user-friendly, and aligned with its mission. Clear CTAs and landing pages were added to guide visitors through the mentor application process. Marketing automation tools were also implemented to improve communication and engagement with potential and current mentors.
Search Engine Optimization (SEO): A comprehensive SEO strategy was implemented to improve the organization’s online visibility and attract more qualified traffic to its website. This included both on-page and off-page optimization, as well as local SEO for the organization’s various locations.
Targeted Recruitment Campaigns: Targeted recruitment campaigns were developed and implemented to reach specific demographics of potential mentors. These campaigns highlighted the benefits of mentorship and the impact that mentors can have on the lives of at-risk youth.
Inbound Marketing: An inbound marketing strategy was implemented to attract and engage potential mentors through valuable and relevant content. This included blog posts, testimonials, and other resources that educated potential mentors about the program and the importance of mentorship.
Experience Campaigns
Next, the organization implemented strategies to improve mentor engagement and retention:
Automated Mentor Campaigns: Automated email campaigns were created to streamline the mentor engagement process. These campaigns included welcome, onboarding, nurturing, engagement, re-engagement, and win-back campaigns, ensuring that mentors felt supported and valued throughout their journey.
National Mentor Coordinators Training Program: A training program was developed to equip the organization’s national mentor coordinators with the skills and knowledge they needed to effectively implement marketing automation and other digital marketing strategies.
THE RESULTS
The implementation of this comprehensive solution resulted in significant and measurable improvements for the U.S. Dream Academy:
Increased Mentor Recruitment: The organization successfully recruited 250 new mentors in just six months, a 34% increase from the previous year. This was achieved without any additional budget, demonstrating the effectiveness of the new strategies and the power of grassroots efforts.
Enhanced Mentor Engagement: The automated mentor campaigns and other engagement initiatives resulted in increased mentor satisfaction and retention rates.
Improved Online Visibility: The SEO strategy significantly improved the organization’s online visibility, resulting in increased website traffic and lead generation.
15th Anniversary Gala Success: A comprehensive sponsorship package and promotional plan were developed for the organization’s 15th anniversary gala, resulting in increased fundraising and awareness.
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