Credit Valley Case Study: First 6 months

Building a Community of Supporters: Social Media Strategy
Bianca Freedman, The Credit Valley Hospital Foundation

Did you know? Media is changing.
http://www.youtube.com/watch?v=sIFYPQjYhv8

The Opportunities
To be a leader
To use benefits of new technology to engage supporters
To better understand our audiences
To customize media outreach with little cost

The Goal
To cultivate fundraisers, not just donors
We’ll call them supporters.
Short term: build and engage audiences
Long term: generate revenue

Objectives: To Increase...
+ Be industry leaders.

What can we measure?
Brand recognition: # of mentions, RTs
Mentions: # of blog mentions
Audience : all platforms
Outreach: total # of posts: all platforms
Community Education & Awareness

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
Understanding
of our audiences

Participation: Content Creation: # of guest blogs by CVH staff
Joiners: # of CVH, CVHF staff on Facebook, Twitter
Education: gauge internal buy-in at staff meetings (qualitative)
Internal Brand Connection

Lead generation: traffic to website
New donor acquisition: # fans/followers who are not donors
Online donations: $ amount given online: emerging patterns
Online Donations

Guiding Principles
This is the beginning
Story telling gives context before ask
Engaging content enters hearts & minds
Relationships build trust

Key Strategies
Person behind the brand
High level of content variation
Blog is content hub
Share campaign messages
1st Call to action at 1 year
Health info: hook

Target Audiences
Current CVHF supporters who are online
Families living in catchment area that are also online
CVH staff online
Teens, young professionals who are typically not supporters

Audience Comparison
Typical donor is 35+, slightly skewed female, University educated, combined income $80 K
Typical Facebook user is 34, skewed female & highest per-capita usage is in Canada

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

Tactics: Highlight Join our Community!

Tactics: Highlight : Twitter & FB
Online + Offline: “tweet-up” tour of new wing
Inside the Foundation: blog series
Video : New Lives at Credit Valley
Fan photos
Hockey ticket giveaway

RT’d X 10
Potential twitter reach: 4500+
Facebook shared X 5
Potential FB reach: 2500+
Total 7,000+
24 hours
Storytelling...

Storytelling...

Storytelling...
Blog traffic: doubled avg./day in 2 hours
50% Direct traffic
50% Referral sites
245 Page views, 24 hours

Storytelling...

Benchmarks – How are we doing?

What about dollars?
First ask: September 2010
Story: Dr. Zajdman & Daniel Tram: online audiences know about it
Multi-platform: Daniel featured in direct mail piece & radio ads
Ask fans/followers to purchase piece of lifesaving equipment: goal $2,000

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Credit Valley Case Study: First 6 months

by Bianca Freedman on Apr 13, 2010

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