Strong Girls United outreach
(Pictured left to right): Owen Cobb, Ethan Hill, Spencer Jones, Alana Vawter
Prof. Irene Lo
Strong Girls United (SGU) is a nonprofit organization with a mission to empower girls to be strong, confident, and resilient through sports, mentorship, and mental health programming.
Ultimately, our senior project was to enhance the outreach capacity and exposure of SGU, as well as help drive strategic organic growth for the organization. Our two primary modes of contribution were analytics and advertising. As in any two-sided market, we wanted to ensure that our efforts equally attract all ages of volunteers, including mentee and mentor ages. Uneven recruitment to one or the other would have created (or “would create” I think would still be fine there actually) an unbalanced organization with inefficiency.
In the context of both sides of the market, our analytical approach laid a foundation and roadmap for SGU to expand its network and impact. On the mentor side, we used social media and existing survey data to identify the most successful channels of outreach. In the future, we intend to improve the use of social media platforms such as Instagram, in addition to identifying a more effective way of recruiting through athletic departments. Our team also created a plan for using Google Ad grants to promote SGU to parents.
Techniques and solutions
We utilized data collection, surveys and interviews, as well as mirroring other successful nonprofits' social media presences to improve SGU’s exposure and outreach capacity.