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Building a Community of Supporters

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Bianca Freedman
Bianca Freedman

Presented at Toronto Cause Marketing Meet-up http://www.moflow.ca/blog/entry/social-media-plans-and-policies-for-nonprofits-toronto-cause-marketers-meet

FormationTechnologieBusiness
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Bianca freedman, the credit valley hospital foundation Building a Community of Supporters: Social Media Planning
Background: Credit Valley
Communication Challenges Complex Messaging Limited media Aging donor population “Elite” culture internally
Opportunities New technology A way to better understand audience Customize media outreach Relatively low cost
Principles This is only the beginning Stories give context before an ask Engaging content enters hearts & minds Relationships build trust
The Goal To raise fundraisers, not just donors. We’ll call them supporters. Short term: build & engage audience Long term: generate revenue
Objectives: To increase… Community education & awareness Our understanding of our audiences Internal brand connection Online donations
Education & Awareness Audience Understanding Brand recognition: # of mentions, RTs Mentions: # of blog mentions Audience : all platforms Outreach: total # of posts: all platforms Feedback: # comments, likes, RTs : rate which posts/articles get best responses Pulse-check: poll audiences in real-time on key messages, campaign tactics Sentiment: gauge tone of comments What can we measure?
Key Strategies Bring the brand to life: person behind the brand Blog is the content hub Slow roll out: 1st call to action 1 year mark Collaborate across org & community: influencers
Audience Current CVHF supporters who are online Families living in catchment area that are also online CVH staff online
Key messages Lifetime of Care Campaign messages +Share your experience with us +Share our stories with friends +Daily stewardship: thank you! +Your opinion is important to us
Micro Planning Story development (process & collaboration) Conversation calendars (monthly, weekly or daily) Internal & external influencers (process) Offline networking (event calendar)
Tactics: Highlight “tweet-up” tour of new wing Inside the Foundation: blog series Video : New Lives at Credit Valley Hockey ticket giveaway
Tactics: Highlight
Storytelling
Storytelling
Sentiment
Key Takeaways ,[object Object]
Storytelling is paramount

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Building a Community of Supporters

  • 1. Bianca freedman, the credit valley hospital foundation Building a Community of Supporters: Social Media Planning
  • 3. Communication Challenges Complex Messaging Limited media Aging donor population “Elite” culture internally
  • 4. Opportunities New technology A way to better understand audience Customize media outreach Relatively low cost
  • 5. Principles This is only the beginning Stories give context before an ask Engaging content enters hearts & minds Relationships build trust
  • 6. The Goal To raise fundraisers, not just donors. We’ll call them supporters. Short term: build & engage audience Long term: generate revenue
  • 7. Objectives: To increase… Community education & awareness Our understanding of our audiences Internal brand connection Online donations
  • 8. Education & Awareness Audience Understanding Brand recognition: # of mentions, RTs Mentions: # of blog mentions Audience : all platforms Outreach: total # of posts: all platforms Feedback: # comments, likes, RTs : rate which posts/articles get best responses Pulse-check: poll audiences in real-time on key messages, campaign tactics Sentiment: gauge tone of comments What can we measure?
  • 9. Key Strategies Bring the brand to life: person behind the brand Blog is the content hub Slow roll out: 1st call to action 1 year mark Collaborate across org & community: influencers
  • 10. Audience Current CVHF supporters who are online Families living in catchment area that are also online CVH staff online
  • 11. Key messages Lifetime of Care Campaign messages +Share your experience with us +Share our stories with friends +Daily stewardship: thank you! +Your opinion is important to us
  • 12. Micro Planning Story development (process & collaboration) Conversation calendars (monthly, weekly or daily) Internal & external influencers (process) Offline networking (event calendar)
  • 13. Tactics: Highlight “tweet-up” tour of new wing Inside the Foundation: blog series Video : New Lives at Credit Valley Hockey ticket giveaway
  • 18.
  • 20. Plan content & post scheduleInternal & external influencers: valuable
  • 21. Thank you. www.lifetimeofcare.blogspot.com Contact: Bianca Freedman bfreedman@cvh.on.ca