FGI Case Study

Fostering Great Ideas advocates for children and teens throughout the nation who are struggling in the foster care system.

Currently celebrating their 10th year in operation, Fostering Great Ideas was born when founder David White asked 50 members of his own community these two questions:

  • Can our communities do more for children in foster care?
  • Would our collective action improve their outcomes?

In the time since, FGI has developed over a dozen programs that improve the lives of hundreds of foster children each year. Their foster parent communities currently support over 1200 members, and their virtual programs are available nationwide.

This exponential growth in recent years necessitated a renewed focus on marketing for (and wisely managing) an expansion of both service offerings and markets served. FGI found Waypost, in part, because of their search for help with business development.

They were already using HubSpot’s CRM and sales tools, but wanted to be more strategic in their approach to managing leads — especially in new markets. Their business development consultant was quick to connect us with FGI because of our strong reputation as a HubSpot partner agency.

The result of our partnership with Fostering Great Ideas has been increased exposure nationwide and continued growth for the organization.

FGI is now equipped for the next phase of their expansion.

Helping FGI to help others

Sharing the Vision

Our first priority in our partnership with FGI was to fully understand and adopt their mission and vision. From our first meetings, before any contract was even signed, the excitement from our team was driving us to bring our best ideas to the table.

The initial discovery process, much like with any other business we may partner with, served to bring our two teams together to function as a single unit.

FGI has worked with many marketing agencies throughout their 10 years — often working with multiple agencies at the same time. As best we were able, we worked hard to differentiate ourselves by functioning as a natural extension of the FGI organization.

Telling the Story

FGI’s existing website was built in-house at a time when FGI was offering a limited number of programs within their own state. The goal that they had in coming to us was to create a cohesive vision-first experience that would serve to attract a national audience.

One problem that we were aware of from the beginning was the lack of awareness among participants between programs. Most people who were engaging with FGI were being introduced at the individual program level, and there was no apparent way to broaden their perspective to include FGI’s many other opportunities. We needed to tell the story of Fostering Great Ideas as an organization in a way that made much of every great idea they were implementing.

Managing the Results

Fostering Great Ideas is a self-proclaimed penny-pinching organization that knows exactly how far a dollar will stretch. The prospect of taking their program offerings nation-wide was daunting considering their small staff and limited resources.

What drew them to HubSpot was the promise of a robust CRM. What drew them to Waypost was the promise of a HubSpot expert who could help them get the most out of the tool. Our initial strategic work for FGI centered mainly around automating their lead generation and lead nurturing processes with the goal of minimizing the workload of FGI’s staff.

Helping FGI to help others

Sharing the Vision

Our first priority in our partnership with FGI was to fully understand and adopt their mission and vision. From our first meetings, before any contract was even signed, the excitement from our team was driving us to bring our best ideas to the table.

The initial discovery process, much like with any other business we may partner with, served to bring our two teams together to function as a single unit.

FGI has worked with many marketing agencies throughout their 10 years — often working with multiple agencies at the same time. As best we were able, we worked hard to differentiate ourselves by functioning as a natural extension of the FGI organization.

Telling the Story

FGI’s existing website was built in-house at a time when FGI was offering a limited number of programs within their own state. The goal that they had in coming to us was to create a cohesive vision-first experience that would serve to attract a national audience.

One problem that we were aware of from the beginning was the lack of awareness among participants between programs. Most people who were engaging with FGI were being introduced at the individual program level, and there was no apparent way to broaden their perspective to include FGI’s many other opportunities. We needed to tell the story of Fostering Great Ideas as an organization in a way that made much of every great idea they were implementing.

Managing the Results

Fostering Great Ideas is a self-proclaimed penny-pinching organization that knows exactly how far a dollar will stretch. The prospect of taking their program offerings nation-wide was daunting considering their small staff and limited resources.

What drew them to HubSpot was the promise of a robust CRM. What drew them to Waypost was the promise of a HubSpot expert who could help them get the most out of the tool. Our initial strategic work for FGI centered mainly around automating their lead generation and lead nurturing processes with the goal of minimizing the workload of FGI’s staff.

“When you have more than you need, build a bigger table, not a higher fence.”

Web Strategy & Site Redesign

Our web strategy for Fostering Great Ideas began with a remapping of their existing content using a vision-first approach.

Previous iterations of FGI’s website and marketing materials had usually used a program-first approach to telling the organization’s story. This resulted in a lot of confusion, even among some of FGI’s original volunteers and donors, as to the true scope and vision of the organization as a whole.

The benefits of the web strategy we implemented for Fostering Great Ideas were immediately apparent:

  • New leads could be easily segmented based on website activity.
  • Leads were more aware of FGI’s vision and full program offering from the beginning of their engagement with FGI.
  • New donors required less one-on-one lead nurturing to convert.
  • The website was generating fewer follow-up questions and more conversions from visitors.

These results have helped to minimize the strain on FGI’s limited staff and have made engagements with new contacts more productive.

CRM Implementation, List Building & Coaching

Fostering Great Ideas had already been using HubSpot CRM and sales tools for a short time as they were increasing the number of leads they were engaging with, but they were not equipped to scale up to the numbers that they needed to reach. Their team needed help with managing leads and automating as much of the process as possible.

It was also important that they be able to segment leads into a number of lists. FGI works with donors, volunteers, advocates, foster families, and foster children across over a dozen very different programs. Our initial strategies for FGI aimed to create scalable management processes that served each of these unique personas according to their particular needs.

 

Fostering Great Ideas is an amazing company, but they aren’t our only success story.

If you think you could use some help, let us know!

 
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