Building a More Connected Digital Presence for a Madison Nonprofit
Canopy Center - Madison, WI
What We Delivered
Services: Marketing Strategy · Website Strategy & Optimization · SEO · Google Business Profile · Public Relations · Social Media · Email Marketing · Photography · Content
Early Results
Organic growth without paid media.
Facebook:
Content interactions increased 23.4%.
Link clicks increased 207.7%.
Instagram:
Views increased 16%.
Reach increased 25.5%.
Profile visits increased 39.6%.
Stories emerged as a particularly strong growth area, with:
208.1% growth in Story views
300% growth in Story engagement
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The Challenge
Canopy Center communicates with several very different audiences.
Families may be searching for services. Volunteers want to understand how they can help. Donors and community partners need to see the impact of their support. At the same time, the organization works in sensitive areas involving children, trauma and family services, meaning every piece of communication has to balance accessibility, trust and privacy.
The problem wasn't simply producing more content.
It was creating consistency across every place someone might encounter Canopy Center.
What We Did
BrandScales worked across Canopy's digital presence rather than treating each platform as an isolated channel. On Google, we refined business information, service areas, program descriptions, imagery and review responses so the profile more accurately reflected CASA, Oasis and Parent to Child.
We developed a review strategy that accounted for the privacy issues unique to nonprofit and family-services organizations rather than simply asking every audience for a public Google review.
Across the website and newsletter, we created systems for communicating program updates, fundraising, volunteer opportunities, events and organizational stories.
New photography gave Canopy a warmer and more accurate visual library of its office and program spaces, while ongoing content helped connect those assets across web, email, social and search.
The Result
Canopy Center's digital presence is becoming more active, more recognizable and more representative of the organization itself.
Organic visibility is growing. More people are clicking through for additional information. New audiences are discovering the organization beyond its existing followers. And the content strategy is increasingly built around the stories, people and moments that make Canopy's mission tangible.
The work continues, but the foundation is now much stronger: one organization, one story and a digital system designed to help more people find it, understand it and get involved.