CASE STUDY: SOCIAL JUSTICE & DEMOCRACY

Ayuda

Connecting Immigrants to Vital Services

The Challenge


When Ayuda – a nonprofit that provides legal, social, and language services for low-income immigrants in the D.C. metro region – needed to strengthen their communications capacity to better reach the populations they serve, they turned to The Hatcher Group for help.

PROJECT SCOPE

Strategic Communication
Creative
Digital Strategy
Messaging & Branding

Our Strategy


The Hatcher Group previously provided pro bono services to Ayuda on several occasions since early 2017. We helped to frame and publicize Ayuda’s 44th and 45th anniversary events, trained Ayuda staff in social media best practices, designed a widely popular series of “snake” graphics for Ayuda’s Project END campaign, and provided media relations support. This familiarity with the organization and their work provided a great base knowledge for the more robust work we did in 2019, which included:

  • Conducting an audit of Ayuda’s branding and digital platforms and providing recommendations for improvement
  • Developing a set of core messages to more effectively convey Ayuda’s mission and impact
  • Providing media training for key Ayuda staff
  • Creating a monthly calendar of social content to amplify Ayuda’s digital presence
  • Helping to promote Ayuda’s annual fundraising event

Our Impact


  • Ayuda’s annual event exceeded its fundraising goal
  • Traffic to Ayuda’s Instagram account increased by 13x in the days following the fundraising event
  • Ayuda Executive Director Paula Fitzgerald participated in a widely viewed Politica Ya interview, drawing major national attention to Ayuda’s vital services
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