LGBTQ+ Social Media Case Study: Worthy Mentoring

Cultivating a Strong & Diverse Community with Social Media

Worthy Mentoring provides the support and guidance people within the LGBTQ+ community need to live their happiest and most authentic lives. The first resource of its kind, the nonprofit’s app makes it easier for LGBTQ+ people to come out to family and friends, navigate the workplace, reconcile their faith with who they are and even make new friends. As an LGBTQ-owned business, we were thrilled when Worthy Mentoring reached out to us to create an authentic LGBTQ+ social media presence, expand its reach and drive more app downloads.

Launching an LGBTQ+ Mentorship App on Social Media

As the nonprofit expanded the app’s capabilities, it wanted to reach and engage more diverse audiences. It also aimed to welcome people from all walks of life, no matter where they might be in their personal journey. Drawing upon our social media marketing and DEI expertise, we supported the organization’s mission to establish Worthy Mentoring as the go-to mentorship platform for the LGBTQ+ community. Our LGBTQ+ social media efforts brought various communities together to nurture a more vibrant, welcoming world for everyone — regardless of who they are and who they love.

Fan Mail

"The team at The Postcard Agency is experienced, professional and thoughtful. They have taken the time to understand my brand and message, and together we've created a marketing and social media strategy that greatly enhances my nonprofit. I'm grateful for this passionate team!"

— Michael Edmonson, Co-Founder & CEO of Worthy Mentoring

Client Objectives & Challenges

  • Build a strong sense of community on social media
  • Increase brand visibility among target audience segments
  • Expand the nonprofit’s follower base on social media
  • Drive app downloads among mentees and mentors

Our Successes & Solutions

  • We developed a custom social media strategy that celebrated the nonprofit’s mentors and mentees, encouraging others to download the app and join the community
  • Diversity-focused campaigns invited everyone to be a part of the nonprofit’s mission, building a safe and authentic space for LGBTQ+ community members to uplift one another
  • Sharing original videos, community leader features and LGBTQ-related news stories kept audiences informed and engaged on a daily basis, resulting in higher-than-average engagement rates across all social platforms
  • A creative and community-driven LGBTQ+ social media presence resulted in significant follower growth and engagement across Instagram, Twitter and Facebook, achieving the nonprofit’s mission to cultivate an engaged social media audience

LGBTQ+ Social Media Successes

Worthy Mentoring experienced the following organic growth 6 months after launching our social media strategy:
71,100%
increase in Instagram followers
3,580%
increase in Instagram comments
6.32%
average Instagram engagement rate (industry average is 1.51%)
17,200%
increase in Twitter followers
30,900%
increase in Twitter engagements
30,900%
increase in Twitter engagements
5,400%
increase in Facebook followers
15.3%
Facebook engagement rate (industry average is 0.15%)

LGBTQ+ Social Media Marketing Services Provided:

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