Founded in 1866 by Thomas John Barnardo, Barnardo's has grown to become the UK's largest children's charity in terms of charitable expenditure. In their mission to enhance their digital footprint and community engagement, Barnardo's partnered with PinMeTo to leverage tools like Listings, Posts, and Conversations.
This case study explores how PinMeTo's suite of services revolutionized Barnardo's approach to digital marketing for nonprofits, significantly boosting their local visibility and improving operational processes across their 600+ charity retail stores in the UK.
Barnardo’s Stores’ Google Metrics 6 Months After PinMeTo Onboarding
Barnardo's implemented PinMeTo Listings to gain control over their location data, resolving issues with unclaimed pages and inconsistencies. This helped in aligning their online presence with their brand and mission and gave them full control over their location data.
Through PinMeTo Listings, Barnardo's was also able to claim and manage Local Facebook pages for their numerous stores.
Facebook is amazing when it comes to connecting with our community, it caters to the specific needs and interests of people in localized areas. Facebook for our stores allows us to offer relevant local content, which greatly enhances their experience. It was a large onboarding process but with the help of PinMeTo, setting up all the listings was a breeze.
Leigh O' Mahony, Senior Content and Social Media Executive | Barnardo’s
Barnardo’s also implemented PinMeTo Posts to streamline their social media marketing efforts. The tool’s unified dashboard allowed the team to schedule, post and distribute localized content on all local pages with a few clicks.
On Instagram, Barnardo's retail page engaged users with a fashion-forward approach, showcasing second-hand finds and influencer collaborations. This platform is specifically used to spark interest in sustainable fashion and encourage a younger demographic to embrace charity retail.
In contrast, Facebook became a pivotal platform for Barnardo's to foster local community ties. Here, they share compelling stories, highlight volunteer efforts, and promote cause-led initiatives.
The Conversations tool significantly eased the process of managing community interactions and overseeing the right brand voice throughout all online interactions.
Features like Saved Replies, templates for bulk responses, location search filters helped them provide personalized, timely responses nurturing their local community even further.
We oversee the community management of our 600+ stores. PinMeTo has made this task so much easier for us by streamlining everything on one platform. It has definitely made our mornings smoother.
Leigh O' Mahony, Senior Content and Social Media Executive | Barnardo’s
