Building a Community of Supporters


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Presented at Toronto Cause Marketing Meet-up

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Building a Community of Supporters

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