When you're starting an organization from scratch, how do you prioritize where to invest and when?
Formed in 2019, the USA Basketball Foundation harnesses the power, influence and global reach of USA Basketball to advance society through a lifetime commitment to communities, players, families, coaches and fans.
Creating a foundation from scratch can feel like a tall order, even alongside a globally recognized brand like USA Basketball. CauseMic was enlisted to support the implementation of new technology systems and platforms that would allow the foundation to scale and communicate with future supporters while its leadership team remained focused on growing the foundation's programmatic impact.
CauseMic also served as the USA Basketball Foundation's go-to partner for web development, design, copy and multi-channel marketing.
Investing in Technology Solutions Required to Scale
Beginning with a blank slate and recognizing the referral power of USA Basketball, CauseMic stood up a technology suite that could support massive, short-term growth. These solutions included Salesforce as a CRM, Mailchimp as an ESP, Funraise as its fundraising platform, Twilio for text engagement, and Handwrytten as its personalized mail provider.
Furthermore, CauseMic also worked to identify key interest areas of supporters, such as the foundation's three programmatic pillars: 1. Championing Women 2. Empowering Youth and 3. Expanding Networks. New subscribers could opt in to receive their preferred content, and digital journeys were created for key donor segments based on interests and giving levels.
Identifying an Opportune Time to Launch
Seeking a timely opportunity to kick off the USA Basketball Foundation's first official fundraising campaign, CauseMic helped the foundation hone in on its pledge to championing women in basketball and beyond with a campaign theme titled #WinWithHer, a commitment to creating a more equal world for female athletes on and off the court.
The campaign launched in February 2020 during the NBA All Star Game, where prominent athletes competing on the Women's National Team, such as Sue Bird, Nneka Ogwumike, Sylvia Fowles and Breanna Stewart, signed up to fundraise on behalf of the foundation heading into the 2020 Olympics in Tokyo.
CauseMic leveraged Funraise as its peer-to-peer fundraising platform as well as Social Press Kit, a social sharing platform that allowed athletes, influencers and advocates to share consistent, branded messaging and creative assets to promote the campaign.
Automated email journeys were developed to inform subscribers and donors about the campaign's progress as well as giveaways offering exclusive USA Basketball merchandise to fans. The heartbeat of the campaign, however, lies in the messaging. Our aim was to help the foundation develop the next generation of leaders on the court, atop podiums, and in your community. When you #WinWithHer, we all win.
Increasing the Lifetime Value of Supporters
As the USA Basketball Foundation welcomes new supporters to its team in 2020, CauseMic will build upon and optimize each individual's journey. We partnered to deliver content that delights and converts, expresses gratitude, positions the donor as the hero, and demonstrates the foundation's programmatic impact.
We're humbled to play a part in not only increasing the lifetime value of each supporter, but also creating a community of basketball fans who care about the game's impact beyond the court.