Wellington, Fla. – March 11, 2016 – Irene Greenberg, founder and creative mind behind Eye Gee Design, launched a Facebook campaign in December to promote her website redesign, but increasing website traffic was not the only goal she had in mind. The jewelry designer also wanted to give something back to the animals who inspire her beautiful and unique pieces.
Greenberg opted to focus her ad campaign around benefiting and raising awareness for Brooke USA, an equine welfare charity dedicated to improving the lives of working horses, donkeys and mules in some of the world’s poorest communities.
Greenberg is a dressage rider who has been a supporter and affiliate with Brooke USA since 2011. She shared that upon first discovering the organization, their cause resonated instantly.
“Something came across my desk regarding Brooke USA that really grabbed me,” Greenberg said. “When I saw it, it was just one of those instant connections. I thought about the horses we have, that we are so attentive to; they truly live pampered lives. The Brooke works with animals that don’t have any advantages. It seemed to me that everyone who takes good care of their horses would care about the work the Brooke does. I decided it was going to be my go-to charity.”
Greenberg has been known to demonstrate her support at local benefit shows and social events at which she sells her unique designs by donating 20 percent of the proceeds directly to Brooke USA, as well as advertising the organization through collateral materials and an affiliate link, all while educating her customers.
She shared, “For a lot of people, it’s the first time they’ve heard about it, since it is such a new organization in the United States. It’s good for me because I can raise some money, and my brand becomes associated with Brooke USA, which is a win-win.”
During the month of December, Greenberg found a new avenue to advocate for Brooke USA while promoting her stylish, equine-inspired jewelry brand. Greenberg launched a Facebook campaign that vowed to donate $1.00 to Brooke USA for every user that clicked through the post to the new and improved Eye Gee Design website. She accompanied this call to action by providing some background on the groundbreaking organization as well as a link to the Brooke USA website in the post.
This promotion raised nearly $700.00 for Brooke USA. In addition, the campaign drove equestrians, Greenberg’s target market, to Eye Gee Design’s new and improved website.
Executive Director of Brooke USA, Emily Dulin, with Founder of Eye Gee Design, Irene Greenberg.
Emily Dulin, Executive Director for Brooke USA said, “Irene has been a wonderful donor for several years and always looks for new ways to support our work – which ultimately benefits hard-working equines and the people who depend on them in some of the world’s poorest countries. Her most recent campaign is a great example of the many unique ways that donors can raise money for us and truly make a difference in the world.”
Greenberg said, “As much as I’m doing this to be altruistic, it is a smart business too! It was an advertising awareness campaign for both Eye Gee Design and Brooke USA. I really am committed. I love what they do. Anything that I can do to help them become better known, or raise money for them is my goal.”
The success of this campaign was apparent, it even garnered attention from LikeableLocal.com, Greenberg’s social media team. The company found the website donation campaign so rewarding, that they plan to submit it to the Facebook Ads Awards in the ‘Small Businesses Using Facebook’ category.
Eye Gee Design is Greenberg’s line of one-of-a-kind jewelry inspired by the strength, beauty, and grace of the horse.
“I wanted to create my own jewelry line because most contemporary horse jewelry does not capture the horse in a way that has emotional resonance for me,” Greenberg said. “I find antique horse images have more of that magic. Maybe it’s because those were times when horses were a bigger part of everyday life. So my work is influenced by equestrian art from ancient Greece to the Victorian age. It’s a different style of equestrian jewelry than a lot of what’s out there right now.”
Looking to the future, Greenberg plans to pursue new endeavors with her company in support of Brooke USA.
Brooke USA is a 501(c)(3) charity located at the Kentucky Horse Park in Lexington, which exists solely to support the overseas work of the Brooke. For more than 80 years, the Brooke has been alleviating the suffering of horses, donkeys, and mules who work in some of the poorest communities on earth. The Brooke’s scientifically proven, practical, and sustainable solutions to enormous welfare challenges improve the lives of equine animals and the people who depend on them across Africa, Asia, and Central America. Last year alone, the Brooke reached 1.8 million equines, benefitting 10 million people in the developing world. The Brooke is the world’s largest international equine welfare charity. To learn more visit www.BrookeUSA.org.
