technology for togetherness

why togetherness?

Deed is a B2B tech startup in the volunteering and donations space. Focusing on the enterprise market, clients signed during my tenure included Walmart, Ford, Neiman Marcus and more.

As the Senior Copywriter and Content Marketing Manager, I helped lead a team of creatives and marketing associates through our 2024 rebrand.

My main challenge was to find a way to communicate that our platform could meet at least two distinct buyer needs: accomplishing ambitious social and environmental impact goals and reengaging the workforce in a post-COVID hybrid environment.

“Technology for Togetherness” evokes the communities that organically form around volunteering, fundraisers, and employee resource groups (ERGs). And it goes further, throwing into sharp relief the epidemic of loneliness that has grown out of today’s toxic digital environment.

The message to our buyer: Deed doesn’t just make your company’s impact goals easier to reach. We are your tool for ending the era of isolation in your community.

audience

Of course, the primary audience of this campaign was the ICP, the leader of volunteering, charitable giving, and grantmaking programs at enterprise companies.

But here’s the thing: Those people have an unusual amount of stakeholders to answer to. From the board and executive team to the corporate foundation and nonprofit partners to…every single employee. When they make decisions, they do it collectively.

Togetherness isn’t just a warm, fuzzy feeling. It’s the way this particular job gets done.

a $30 million idea

“Technology for Togetherness” was the driving concept behind Deed’s go-to-market strategy in 2024, bringing in over $30 million in new business opportunities.

what we did

I led a team of creatives and marketing associates to incorporate “Technology for Togetherness” into all aspects of the brand and go-to-market strategy. The concept informed our reimagination of our website, social media presence, iOS/Google Play listings, digital ads, and more.

Social media presence, including posts and banners.

about the narrative

The problem

Our ICP is a corporate social responsibility (CSR) leader at a Fortune 500 company with a difficult task: Helping their company hit ambitious social and environmental progress benchmarks.

One challenge CSR leaders constantly expressed to us is that they were swimming upstream within their own organizations. They knew that if these huge goals—think: Net Zero—were going to be accomplished, they would need all hands on deck. But every time they tried to get a program off the ground, they had to compete for attention with day-to-day deadlines, meetings, and initiatives. They started to get the impression that no one had time to donate or volunteer. Yet the pressure from shareholders and the C-Suite to show progress continued to mount.

The solution

What we want our ICP to imagine is: What if instead of begging executives for buy-in and chasing employees to get involved, you used a tool where communities sprang up organically around shared passions, identities, and ideas?

With Deed’s technology for togetherness, your team will be so busy chatting, laughing, and spending time together that they’ll almost forget how much good they’re doing for their community.