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Building a Community of Supporters


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Presented at Toronto Cause Marketing Meet-up …

Presented at Toronto Cause Marketing Meet-up

Published in: Education, Technology, Business

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  • 1. Bianca freedman, the credit valley hospital foundation
    Building a Community of Supporters: Social Media Planning
  • 2. Background: Credit Valley
  • 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
  • 14. Tactics: Highlight
  • 15. Storytelling
  • 16. Storytelling
  • 17. Sentiment
  • 18. Key Takeaways
    • Measurable objectives
    • 19. Storytelling is paramount
    • 20. Plan content & post schedule
    Internal & external influencers: valuable
  • 21. Thank you.
    Contact: Bianca Freedman