United Way Greater Toronto

United Way Greater Toronto

Engaging the Next Generation of Donors Through Creator Storytelling

 

The Challenge

With donations to charitable organizations declining amid donor fatigue and increased competition, the United Way Greater Toronto needed to build awareness of its work and priorities among younger audiences, while reinforcing the organization’s impact in local communities. The goal was to communicate the urgency of social issues in the region while positioning United Way as both approachable and relevant for the next generation of donors and supporters.

 

The Strategy – What BlueSky Did

BlueSky developed an always-on creator program centred on authentic, platform-native storytelling designed to connect with younger audiences on the social platforms they use most.

The strategy paired awareness campaigns–focused on maximizing reach and visibility–with traffic-driving campaigns designed to encourage action through clear messaging and calls to action. Creators with authentic connections to community issues were selected to communicate UWGT’s mission in relatable ways, highlighting both the growing needs across the GTA and the frontline organizations supported by United Way.

Influencer content was amplified across TikTok and Meta to extend reach, reinforce key messages, and maintain consistent visibility among GTA-based audiences. The program also supported multiple mini-campaigns tied to UWGT priorities, including brand positioning initiatives and awareness around events and community programs.

 

The Results

The creator-led campaign generated strong awareness and engagement across social platforms:

  • 2.1 million social media impressions
  • 1.39 million+ unique accounts reached
  • Thousands of clicks to uwgt.org from campaign content
  • Five mini-campaigns executed, supporting brand messaging, donor events, and community initiatives

 

The Impact

The campaign helped strengthen United Way Greater Toronto’s connection with younger audiences while increasing awareness of its role in addressing poverty across the region through real places and people. By combining research-driven storytelling, media engagement, and digital outreach, BlueSky helped UWGT mobilize community support and increase accessibility to a younger generation of donors.

 

 

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Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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