When you center trusted voices, listen intentionally, and let data inform the strategy, your message transforms from noise to impact.
Community outreach and engagement are often buzzwords in the nonprofit and social impact world, but Brown Mamas’ success with The Pittsburgh Study proves that impactful outreach requires more than a quick social post—it’s about listening intentionally and leveraging data for meaningful results.
Listening to the Community First
At the core of the Pittsburgh Study’s survey campaign was a simple, yet often overlooked, concept: moms respond to moms. By centering trusted community voices like Brown Mamas, we created an outreach strategy rooted in listening and familiarity. When people feel seen and heard, they respond—and that’s exactly what happened.
For example, Calista’s flyer featuring her personal story reached 3.1K individuals and drove 222 link clicks. This was more than just marketing; it was storytelling, showing how one mom’s voice could resonate with thousands. By connecting personal narratives with calls to action, the campaign built trust and participation.
Data as the Informant, not the Driver
While listening creates connection, data reveals the deeper insights—showing what works, what resonates, and what communities are telling us through their responses. Brown Mamas’ work with the Pittsburgh Study proved that outreach isn’t just about participation; it’s an opportunity to learn.
By tracking and analyzing campaign performance, we uncovered key takeaways about how moms engage:
- Video is Queen: Moms didn’t just watch; they acted. Videos achieved a 20% conversion rate, with a boosted video driving 195 clicks from 1,000 views. This showed us that dynamic storytelling fosters trust and action.
- Email Tells a Story Over Time: Weekly emails paired with social media amplification yielded 22% open rates and steady click-throughs, teaching us that consistency and familiarity keep moms engaged and responsive.
The data wasn’t just a collection of numbers; it was feedback. It revealed the power of authentic voices, the value of consistency, and the importance of meeting communities where they are. Listening through storytelling laid the groundwork, and the data showed us how to amplify and refine those efforts for future success.
Takeaway: Listening + Data = Impact
The Pittsburgh Study campaign’s success underscores this simple equation:
Listen to the audience → Build trust → Use data to inform and amplify results.
Brown Mamas’ ability to combine community storytelling with targeted strategies shows organizations what’s possible when outreach is intentional, measurable, and community-led. Moms weren’t just survey respondents; they were part of the solution. Ready to build a community around your services? Click below to book a time to talk.
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