Users Vote on Bank’s Facebook
Page About Bonus Donations
BANKS OFTEN STRUGGLE with the issue of how to develop engaging content for their Facebook pages. Many banks have experimented with polls or contests. Univest Bank and Trust Co. (assets: $2.2 billion), Souderton, Pa., is an example of a
bank using Facebook polls to achieve multiple goals. The way the bank uses
them, the polls engage viewers, promote community nonprofits and remind
viewers of the bank’s charitable contributions.
The polls consist of periodically
listing a series of community non-
profit organizations and inviting
Facebook viewers to vote on which
organization should receive a bonus
$1,000 donation from the bank.
A view of the
Users who click
on the box saying
Local” (inset) can
vote to determine
receives a $1,000
from the bank.
to go to the bank’s Facebook page
in order to cast a vote—thus driving
traffic to the bank’s page.
Univest, which has 32 locations,
launched its Facebook page in 2011.
This year, the bank reconfigured its
community giving, ending its spon-
sorship of an annual weekend event,
and diverting an extra $100,000 for
youth education and wellness devel-
opment. The bank focused on these
two areas because these are categories
that have been hit hardest by funding
cutbacks. The bank calls its campaign
“Committed to Local.”
During the year, the bank has
sponsored various events to highlight
certain categories of community
needs. Each quarter, it has tried to tie
into these events by conducting a poll
offering bonus donations to relevant
nonprofits. In one quarter, for exam-
ple, it invited viewers to vote on which
library should receive a bonus dona-
tion; in another quarter, which com-
munity college should receive one.
“It’s another way for customers to
interact with us,” says Kim Detwiler,
senior vice president, corporate communications for Univest Corp. The
bank has seen its Facebook page
“likes” increase from 100 to more than
330 since it started the polls. Also, the
poll have helped the nonprofits get
their message out and strengthened
the bank’s relationship with the nonprofits, Detwiler adds.