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Nonprofit Social Media: Metro St. Louis Cinderella Project


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Diane Wolferding from the Community Council of St Charles County discusses her non-profit marketing success story at the Auctori non-profit marketing seminar on June 21st 2011.

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Nonprofit Social Media: Metro St. Louis Cinderella Project

  1. 1. Once upon a time…<br />In 2009, the Community Council of St. Charles County received numerous phone calls from counselors and case workers seeking prom dresses for high school girls who were unable to attend prom because of their family’s financial situation<br />
  2. 2. …staff members with heavy hearts…and closets put out a few calls and emails to friends and the community<br />
  3. 3. was launched<br />1000 formal gowns were collected<br />25 girls received FREE dresses<br />The remaining dresses were put on sale to the public for $25 each and it was a success!<br />
  4. 4. Prom Season 2009<br />
  5. 5. As the story goes…<br />Fairy godmothers (and partners) appeared!<br />In 2010 The Metro St. Louis Cinderella Project was born<br />CBL malls came on board as collections sites <br /> An upscale boutique was opened at Mid-Rivers Mall<br />Stevens Institute of Business and Art came on board with a <br /> class full of students<br /> was born<br />We joined the network of national dress drives:<br />
  6. 6. Prom Season 2010<br />Nearly 3000 dresses were collected<br />100 girls were referred to the project who received a gorgeous gown, alterations, makeovers, hairstyles and girly-goodies<br />The boutique opened to the public and the remaining gowns were made available at an affordable price of $25 to any girl not receiving a school or agency referral<br />
  7. 7. Prom Season 2010<br />
  8. 8. princess partners 2010-2011<br />
  9. 9. Prom Season 2011<br />Over 2000 gowns collected,<br />Increased donations of <br />NEW dresses<br />150 girls referred from over 40 school districts<br />Additional up-dos, goodie bags and hair cuts for the dates!<br />Third party fundraisers emerged: Parkway High School, Maryville University, Lindenwood University, Stevens Institute of Business and Art, Belleza Salon and Kettle Corner<br />
  10. 10. Prom Season 2011<br />
  11. 11. princess partners 2011-2012<br />
  12. 12. The Impact of Social Media<br />CinderellaSTLwas born in January of 2010<br />3262 visitors to the site in 2010<br />2 Facebook pages created<br />We’re tweeting!<br />
  13. 13. Growth in 2011<br />January through May of 2011: <br />3703 new visitors to our website!<br />38% of our visitors come to our site from other web sites:,, media articles and Facebook<br />37% connect from the Community Council website<br />21% find us through search engines<br />Cinderella STL Facebook group has 550 members<br />and our Facebook page has 474 fans who like us!<br />
  14. 14. Creating the buzz!<br />Created awareness of our cause<br />New and repeated project participants-schools, donors, partners, friends and volunteers!<br />New email addresses-contact information<br />Increased dollars raised/Increased quality of donations<br />Increased cause marketing partners who help us<br /> and help spread the word!<br />Pink Saturday 350 girls waiting to shop at the boutique within the first 3 hours!<br />
  15. 15. Telling the Story<br /> Who’s talking about us online? <br /> Seventeen magazine, ksdk,, mid rivers mall, stltoday, kmov, chesterfield mall, blogunteer, LinkedIn groups, STLauditions-SIBA, STL Post Dispatch, The Current online, Moms Like Me, STL sprout, newsmagazine network,, Maryville Pawprint, South County Times, Streetscape Magazine, St. Louis Magazine, Sugar Britches ,, Beauty Institute, Belleza Salon, Community News, Lenox Knits, Westmont Homes, Pepsi Refresh Everything, Bliss Eleven, West County Mall, Dillards, Parkway High School, Macy’s, activerain, Bridgeton-macaronikid, Online Free Kids Games<br /> ….not to mention all the blogs and tweets of folks we don’t even know!!<br />
  16. 16. Social Media Can Help with…<br />RESEARCH event communications NEWSLETTERS<br />referrals CUSTOMER SERVICE sales/donations <br />BRAND AWARENESS/AFFINITY public relations<br />TRAFFIC CREATION networking RECRUITING<br />volunteer support RELATIONSHIP BUILDING<br />building trust FUND RAISING friend-raising<br />ENGAGEMENT advocacy TELL YOUR STORY…<br /> …if you don’t do these, then you don’t need social media<br />
  17. 17. Prom Season 2012<br />We’ll see you <br /> online<br /><br />