1 Million Impressions in One Month: How Yes Idaho & New Tribe Media Ignited a Movement Through Storytelling
In October 2025, Yes Idaho, a statewide coalition of OPOs and eye banks working to grow the donor registry, teamed up with New Tribe Media to transform its social media strategy. The goal: tell real stories that move people to act. The result? More than 1 million Idahoans reached in just 30 days — and a major boost in awareness, engagement, and impact.
From Simple Campaign to Statewide Momentum
Yes Idaho’s mission is simple but profound: make it easy for Idahoans to register as organ, eye, and tissue donors. The coalition, made up of seven organizations across the state, needed to cut through the noise online and reach people with a message that mattered.
Enter New Tribe Media, a digital storytelling firm with over a decade of experience helping OPOs scale their social presence. The plan? Stop relying on static facts and start focusing on stories.
Storytelling is the Strategy
New Tribe took the reins of Yes Idaho’s Facebook, Instagram, and TikTok platforms and immediately shifted the tone. Forget the templated graphics and generic stats. This campaign put real voices front and center: donor families, transplant recipients, and heartfelt testimonials captured in their own words.
Why? Because stories spark emotion and emotion drives action.
“You can have the perfect marketing plan, flawlessly executed and still watch it fall flat. I’ve seen it time and time again. What cuts through on social media for non-profits like Yes Idaho isn’t polish. It’s people. Real stories, told authentically, by those impacted by the mission. That’s what drives traction, builds trust and moves hearts. The story is the strategy.”
— Sam Hoyle, New Tribe Media
Boise in a Day: 19 Stories, One Powerful Shoot
One of the campaign’s most impactful moments came during a single-day video shoot in Boise. In less than eight hours, the New Tribe crew filmed 19 emotional, high-impact interviews with donor families, recipients and those working to drive the mission forward — each one a story of loss, hope, and healing.
“Working with New Tribe Media has been exceptional. Their team made it incredibly easy to capture authentic and deeply sensitive donor and recipient stories, and they handled every moment with care and professionalism. The local stories captured have already made a strong impact across the YesIdaho social media channels.”
— Sondra Tootell, Cascade Life Alliance
This one shoot provided a rich library of original compelling content that will continue to drive engagement and more storytelling opportunities on Yes Idaho’s platforms.
The First-Month Impact:
- 1,000,000+ Idahoans reached across Facebook, Instagram, and TikTok
- Thousands of engagements — likes, shares, comments — from real community members
- 19 donor and recipient stories captured and shared
- Targeted ad campaigns that reached key demographics across the state
A Proven Formula for OPOs
Yes Idaho’s campaign is just the latest example of New Tribe Media’s proven approach. We’ve helped grow some of the largest and most active online communities in the organ donation space — from Iowa Donor Network (the largest OPO Facebook presence in the country) to Mid-America Transplant, Lifeline of Ohio, and national partners like AMAT and Donate Life America.
The lesson: when you lead with story, people listen and act.
Want to Grow Your Mission Online?
If you’re an OPO or healthcare nonprofit ready to increase your online tribe, New Tribe Media has the proven strategy to help you scale with purpose.
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