Hope for Henry is a non-profit organization that sponsors children with severe illness who are hospital-bound for extended periods.

2. Hope for Henry Foundation – Social Media
Strategy
Agenda:
• Background
• Goals & Objectives
• Demos & Targeting
• Research
• Content Distribution
• Conversation Dialogue
• Reporting & Evaluation

3. Hope for Henry Foundation – Background
• Improves the lives of children by providing gifts to children with life-
threatening illnesses
• Currently focused on the Washington DC metro area
• Organization founded in 2003
• Raised $850k to date
• Has positively affected over 3,500 children in the past 6 years!
“HFHF brings smiles and laughter, hope and magic into the lives of
these children and their families”

4. Hope for Henry Foundation – Current Status
• Home-grown non-profit
• Executive Director is the only staff member
• Limited resources and growth
• Support limited to extended friends and family
Current tactics:
• Website (limited functionality)
• Facebook Fans page (no updates, very small fanbase)
• Email list: 1,800, 4 campaigns/year
• Snail mail list: 1,400
• Biggest fundraising event: Superhero Party (December), 250 attendees,
raises ~$30k
• ~$50k year over year donations
• Related book, Saving Henry, Hyperion Publishing (3/2010)

5. Hope for Henry Foundation –Goals & Objectives
• Awareness
• Hope for Henry Foundation
Organization
• Website
• Related book Saving Henry
• Events
• Engage
• Current base to become advocates
• Expand the base
• Fundraising
• Significantly increase online donations
• Event tickets
• Further establish brand
• Drive repeat visitation and ongoing
dialogue with interested parties

6. Hope for Henry Foundation – Demos & Target
Initially:
• Age >40 couples with kids
• $100k hh income
• Social concerned moms
• DC influencers / social elites
• Lobbyists
• Attorneys
• Gov’t senior staff
• DC Media personalities
• Washington DC medical
community
Longer term:
• Same demo/psychographics
across US Domestic
• Coincide with book launch / tour

8. Hope for Henry Foundation – Research
• Extensive interview with org.
founder (Laurie Strongin)
• Researched complementary
organizations
• Children’s Miracle Network
• 27k FB Fans
• 1k Twitter followers
• Make a Wish Foundation
• 87k FB Fans
• 1,500 Twitter followers
• National Children’s Hospital
• Others doing great social media
to replicate (recognize top
donors and provide SM toolkits)
• Case Foundation
• Causes.com

9. Hope for Henry Foundation – Research
• Search for social networking sites and blogs which revolve around
• Stem cell advocates & research
• Medical communities (Serno.com – 115k physicians, MedicalMingle.com,
DoctorsHangout.com)
• Like-minded parent support organizations
• Non-profit and social events in the DC area (initially), longer-term US
domestic
• Determine how “competing” organizations are communicating with their
audience
• Deeply understand the donor profile –
• Current donors
• Prospectives

10. Hope for Henry Foundation – Research
Online Gift Donor Profile
*Source: ePhilanthropy Foundation, Blaukbaud Analytics,
May 2006

11. Hope for Henry Foundation – Content &
Distribution

12. Hope for Henry Foundation – Content & Distribution
What we’re going to do:
• Create dynamic website
• Showcase HFHF impact
• Facilitate online donations
• Create active and engaged Facebook community
• Build community of like-minded people
• Encourage advocacy
• Position HFHF Executive Director as a thought leader in handling family illness
and grief
• Aggressive outreach to like-minded bloggers and social media sites
• Promote interconnection
• HFHF blog content syndication

13. Hope for Henry Foundation – Content & Distribution
How it’s going to get done:
• Website Refresh
• Wordpress with easy content management
• Deeper integration of Paypal donation
• Highlight content that stems from big events – SuperHero party and Saving Henry book
• Twitter, FB icons built in to drive larger fanbase
• Interconnect and integrate FB and Twitter posts
• Facebook Fans page
• Ongoing outbound messages and dialogue with feedback
• Encourage group members to contribute stories and photos / content
• Virtual goods gifting on FB for donation to HFHF
• Associate with FB communities of like-organizations (Georgetown Childrens Hosp. FB page)
• Mandate board members to add and post related topics and HFHF on FB, Blogs and Twitter
• Twitter feed
• Interesting and engaging updates
• Tweets about events and activities
• Comments on similar types of organizations
• Content Distribution
• Instantly distribute content using tools such as Ping.fm, Shareaholic, Flickr

14. Hope for Henry Foundation – Content & Distribution
• Campaign: Superhero Party – Fundraising event for HFHF
• Blog, FB and Twitter updates leading up to the event
• Excitement of the party is building
• Buy tickets and donate now
• Live content posts/video feed from the party
• Post content, pics and stories after the event for those that weren’t
present
• Blog outreach – mommyblogs (DC Metro Moms Blog, Mom’s Daily Dose,
Cool Mom Picks), politicos
• Campaign: Holiday giving
• Send an e-card in support
• Broaden awareness
• Driving online donations and virtual goods – feel good
• Keep up fundraising beyond the major events
• Blog outreach – mommyblogs, physicians (Serno.com, Medical Mingle,
Doctorshangout.com)
• Campaign: Saving Henry Book (Hyperion)
• Blog, FB and Twitter updates on book tour

15. Hope for Henry Foundation – Engage &
Influence
• Campaign: SuperHero
• Content of Hope for Henry Hero of the Year –
voting on FB Fans page
• Post pics before the party – winner announced at
the party
• Best Superhero costume – voting on the FB Fans
page
• Pics from the party
• Don’t handout Polariods, drive people back to FB
fan page to get the pictures of their kids with
special characters from the party (Your Kids &
Superman)
• Live video streaming to FB fans page via Ustream
or Qik
• Campaign: Saving Henry book tour – updates via
Twitter, Blog and FB Fans page to provide the
story
• Engage the audience (list dates/locations)
• Tell the story about the book tour
• Share stories from the road – parents that had
similar experiences

16. Hope for Henry Foundation – Monitor & Evaluate
Monitoring
• Tweetmeme on Childrens Help organizations
• Childrens Miracle Network
• Make a Wish Foundation
• Can use tools such as
• Social Mention
• Trendpedia
• Google Alerts “Hope for Henry”
• Site analytics & tracking
• With site relaunch (ETA soon), integrate Google analytics with Paypal instant donation
• Understand conversion metrics and why people are/are not donating
• Test strategies for increasing donation amounts
• Paypal Donations
• Twitter and Facebook Followers
• Engaged followers will also pursue conversation and post content

17. Hope for Henry Foundation – Monitor &
Evaluate
Evaluation
• Goals attained by assessing increase
in
• Awareness
• Google blog search
• Donations
• Event attendance
• Media coverage
• Relationship with similar
organizations
• Need / desire for additional events
• Engagement and dialogue through
FB and Twitter
• Google Alerts mentions, WOM
• Site traffic & analysis
• FB Fans page – membership count

18. Hope for Henry Foundation – Social Media
Strategy
Thank you!