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PCI Media nonprofit social media case studyThree years as the social team for a global nonprofit that tells stories for social change.

From February 2022 to December 2024, we ran PCI Media's social: strategy, copy, design, video, community management and reporting, for a lean team on a tight budget. We built campaigns to travel, and PCI reused our work in emails and on the channels they managed in-house.

Client
PCI Media
Industry
Nonprofit, public health communications
When
February 2022 to December 2024
Channels
Facebook, Instagram, X and LinkedIn
Services
Social media strategy, social media management, graphic design, video editing, community management, fundraising campaigns, reporting

2.7x

PCI's monthly engagement goal in 2022: 406 engagements a month against a goal of 150

PCI Media Valentine's post with a lion and the line I'd be lion if I said I didn't love you
PCI liked this Valentine's series so much they used it in email.

What they needed

PCI Media uses storytelling, from radio dramas to TV series, to drive public health and social change around the world. With a small team and a tight budget, they needed a partner to decide where their digital effort should go, and content that could do double duty across channels.

What we did

We built PCI's social strategy in 2022 and ran the channels from there: copywriting, graphic design, video editing, scheduling, community management and weekly check-ins, with an Airtable content calendar from 2023.

We planned around the moments that matter for a mission-driven nonprofit: Giving Tuesday, Valentine's Day fundraising, Mental Health Awareness Month, Earth Day and program campaigns like #PlayYourPart, which works to end gender-based violence in the Caribbean.

We also put PCI's CEO, Meesha Brown, front and center with a video series on PCI's storytelling approach, and supported the 2024 rebrand rollout.

What happened

  • In 2022, engagement averaged 406 a month against a goal of 150, and total engagements rose 12% over 2021.
  • New followers grew 67% over the year before, and Facebook's engagement rate rose 66%.
  • In October 2023, impressions, engagements and video views rose more than 500% month over month, led by Meesha's videos.
  • The Valentine's Day series fit the brand so well that PCI adapted it for email to reach more supporters.

"Zolay took the time to understand our mission, constraints, and goals, and became an invaluable partner in helping us do more with less, amplifying our mission through smart, strategic digital marketing."

Michelle Lanchart, former VP of Communications & Engagement, PCI Media

How it unfolded

  1. February 2022We start as PCI's social team.
  2. April 2022Social media strategy delivered.
  3. December 2022Year one closes at 2.7 times the monthly engagement goal.
  4. February 2023Valentine's Day Facebook Live with CEO Meesha Brown.
  5. August 2023#PlayYourPart posts take the top three spots of the month.
  6. September 2023Launch posts for a teen health drama series spike impressions and engagement, mostly organic on LinkedIn.
  7. November 2023Giving Tuesday drives a spike in engagement and video views.
  8. February 2024The wildlife Valentine's series runs on social, then in PCI's emails.
  9. December 2024Wrap-up report and handoff.

The posts

Posts we ran for PCI Media, with the numbers each platform reported.

PCI Media Facebook post: New Year's message: here's to 2024
Facebook, Jan 2024New Year's message: here's to 20248,294 views, 1,079 likes, 74 comments, 45 shares
PCI Media Facebook post: Meesha Brown joins the Climate United board
Facebook, Nov 2023Meesha Brown joins the Climate United board4,650 views, 53 likes, 261 comments
PCI Media Facebook post: How PCI brings every stakeholder into community workshops
Facebook, Jan 2024How PCI brings every stakeholder into community workshops11K views, 3 likes
PCI Media Facebook post: Normalizing conversations about safe sex, featuring NPR's Life Kit
Facebook, Apr 2023Normalizing conversations about safe sex, featuring NPR's Life Kit7,245 views, 14 likes, 4 shares
PCI Media Facebook post: Meesha Brown on PCI's collaborative design process
Facebook, Oct 2023Meesha Brown on PCI's collaborative design process5,887 views, 14 likes, 1 comments, 4 shares
PCI Media Facebook post: World Oceans Day: the Punta Fuego program in Belize
Facebook, Jun 2023World Oceans Day: the Punta Fuego program in Belize5,730 views, 6 likes, 4 shares

Questions about this work

What social media services did Zolay provide for PCI Media?

Social media strategy, copywriting, graphic design, video editing, scheduling, community management, fundraising campaigns like Giving Tuesday and Valentine's Day, and reporting on Facebook, Instagram, X and LinkedIn.

What results did PCI Media see?

In 2022, PCI averaged 406 engagements a month against a goal of 150, new follower growth rose 67% over the year before, and Facebook engagement rate rose 66%.

Does Zolay work with nonprofits on small budgets?

Yes. Zolay builds social media programs for lean nonprofit teams, with content designed to be reused in email and other channels.

Need a social team for your mission?

We work with nonprofits, public agencies, healthcare, B2B companies and the marketing and PR firms that serve them.

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