Date post: | 17-Aug-2015 |
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Social Media |
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ED KISHINEVSKY
SituationSouthern Exposure is a US-based volunteer-led, community development initiative which builds homes for families in need in Juarez, Mexico. Program volunteers have built nearly 300 homes since 2000, but have had their momentum severely crippled since 2008 by the extreme narco-violence plaguing the region. Southern’s goal is to reignite the program.
Research & Strategy
Case Study: Juarez Home Build, Southern Exposure
“Social media is helping us rekindle this passionate mission that was severely affected by the extreme violence plaguing Juarez in recent years. We’re very excited to be able to con@nue to help the community grow, now that some order is being re-‐established.”
-- Matthew Lanning, Southern Chairman
Strategic ChallengeAside the perception of danger, the two-fold challenge was 1) reengaging the mainly Boomer volunteer corps and 2) developing a new corps of volunteers to enliven the energy around the initiative.
Volunteers are the program lifeblood – providing funding, labor and most importantly word of mouth marketing – that at the program onset was so critical to the effort’s success.
OpportunityWith violence finally beginning to curb, Southern conducted its first volunteer build in two years this past Spring. This group included several new (and younger) members, who, following the build, set up an online fundraiser, though Crowdrise and accompanied by an integrated social media campaign.
The initiative generated the revenue for an additional home, and just as importantly built awareness among the younger Gens Y and X demographics. A spring 2013 build is already planned.
ImpactThe cost of one family home is USD $5,150. The security the home provides a family translates roughly into a 3:1 initial ‘ROI’ impact in the form of improved jobs, better education, a more skilled workforce and a growing community.
It’s a true community building initiative.