For 60 years, he National Organization for Women (NOW) has been one of the leading grassroots arms of the women’s movement for feminist grassroots activists in the United States.
With hundreds of thousands of members and activists across all 50 states and the District of Columbia, NOW leads the fight for reproductive justice, racial justice, LGBTQIA+ rights, ending violence against women, economic justice, and more. When NOW set out to reinvigorate its social media presence, expand its audience, and increase its influence, it partnered with RAD Campaign.
Our work began with a deep discovery process of their social media strategy, messaging, design, and analytics to assess how NOW was reaching and engaging with their large network across social networks.
Our Strategy
After our assessment revealed huge opportunities to significantly grow their reach and engagement organically, we got to work focused on:
- Leveraging NOW's iconic brand and establishing a social media brand inclusive of styles and patterns that build off of NOW's brand colors.
- Curating weekly relevant organic social content.
- Leading rapid response to the news cycle connected to NOW's core issues.
- Nurturing the community by spurring active discussions and ensuring NOW's followers feel seen and heard.
- Assessing and presenting weekly analytics to show senior leadership what messaging and creative is resonating with NOW's audiences. This data helps to inform donor strategy and PR communications.
