Case Study: Military Nonprofit Rallies the Troops to Turn the Tide

Mike Kapetanovic, director of digital at LMO Advertising (LMO), was getting ready to leave his office last Christmas Eve when he got word from his client, the Military Officers Association of America (MOAA). Kathy Partain, director of membership and marketing at MOAA, had just learned that Congress had approved budget cuts to Cost of Living Adjustments (COLA) for military retirees. MOAA, with more than 380,000 members from every branch of the armed services, needed to put together an advocacy campaign in an effort to repeal the cuts. And fast. The budget cuts were scheduled to take effect sometime between January and March.
ALL IN THE TIMING
“Things happened quicker than we thought,” Partain said, referring to putting the campaign together. “But we had a pretty compelling case that military personnel could lose between $69,000 and $87,000 over their lifetime” due to the COLA budget cuts. “For the average military family, that’s a lot of money and that struck a chord.”
The timing of the campaign was able to play into the episodic nature of Twitter, which carries bursts of information in 140 characters or less.
MOAA and LMO agreed that Twitter would be the best PR channel to drive for the effort, leveraging the use of the hashtag #KeepYourPromise.
More specifically, the campaign had two goals:
1. Generate awareness of MOAA’s social channels and improve the reach of MOAA via social content.

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