Assessing success can be just as difficult as managing a campaign, particularly in the nonprofit sector, where resources are scarce and budgets are constrained. Nevertheless, I am confident that all endeavors are valuable, and each constructive step brings about outcomes.
In 2019, while working at the American Relief Agency for the Horn of Africa (ARAHA), we launched a marketing and fundraising campaign to raise awareness among young East Africans, particularly Millennials and Gen Z.
Teaming up with local influencer Boonaa Mohammed, we collaborated on leveraging art to spark change. Following numerous conversations, the idea for Rhyme for the Horn emerged: a poetry tour spanning three states, focusing on cities with significant East African communities.
Together, we formed a team of poets who not only performed but also judged the poetry slams, making the events both engaging and impactful. To further leverage the campaign we had an additional featured local talent in each city we traveled to, and collaborated with those artists to get the word out.
We had a straightforward objective for the campaign - by knowing our target audience, we strived to establish enduring relationships through significant engagements and expand our backing within the Gen Z community of East African origin.
Although our $25,000 campaign budget did not break even, I remained hopeful about the relationships and touchpoints we had established. Less than a year later, a few attendees from the event contacted us to initiate a crowdfunding campaign for water wells in memory of loved ones. These fundraisers not only raised over $25,000, but also attracted new supporters sparking a chain reaction of positive outcomes, and showcasing the impact of our initiatives.
Through our dedicated efforts and hard work, we created more than just a platform for artistic expression. We also provided a meaningful opportunity for some grieving families to honor and remember their loved ones in a truly special way. This project goes beyond mere artistry; it serves as a lasting tribute that will have a positive and lasting impact on those involved. By blending creativity with compassion, we have not only fostered artistic growth but also helped to bring comfort and solace to those in need. This endeavor showcases the power of art to heal, unite, and uplift communities, making a profound difference in people's lives and leaving a legacy that will be cherished for years to come.
Due to the success of the campaign, we decided to make it an Annual tour in which we continued the efforts.
That, to me, is the true measure of success.
Comments