Case Study: The Leukemia & Lymphoma Society Social Media Campaign
Case Study: The Leukemia & Lymphoma Society Nonprofit Technology Conference March 17, 2011 www.bigducknyc.comFarra Trompeter@farra * firstname.lastname@example.org
Guiding principles• Connect to overall communications strategy• Crawl before you walk, walk before you run• Let the community lead—and be responsive• Help the community connect with each other• Don’t try to change the community’s behaviors• Ask your ‘super users’ for ideas• Be authentic, honest, and real• Be willing to experiment (and fail)
Campaign spotlightGoals:• Increase awareness of blood cancers and LLS• Raise money via social media/friendraising• Build relationships with community • New donors (focus on men between 18-35) • Current and past program participants who have supported LLS • Friends and family members of people with leukemia, lymphoma, and myeloma • LLS chapters• Embrace a more playful, fun, daring tone
Totally Baldacious: Key MessagesTotally BaldaciousShave one for the Team.Why go Totally BaldaciousThe Totally Baldacious Campaign is a fun way to help raiseawareness and funds to help find a cure for blood cancer.Why you should give BaldaciouslyWhen you give Baldaciously, you’re helping to save lives.Your support improves the lives of people with bloodcancer.
Totally Baldacious: Lessons Learned“We were truly committed to aggressively communicatingand celebrating the campaign. The increase in posts wasnew for us; and we virtually tapped everyone possible toparticipate among our celebrity contacts.Our CEO’s participation was a game changer--a daring shiftfor him that impressed our Board and generated a true fanbase. From this, we created a monthly national emailmessage from him that remains very well received. Hebecame a recognizable personality through this campaign.” – Todd Whitley, Vice President, eMarketing, The Leukemia & Lymphoma Society
Totally Baldacious: Lessons Learned• Team was agile—Haiti earthquake days before launch• Campaign idea embraced by chapters, friends and survivors• Campaign was great for visibility, but not a huge fundraiser • Broadened LLS’ appeal into general cancer community• Profiles of patients on blog offered great content for all online properties; lots of compelling stories• CEO’s pledge endeared him to community and press• Smart and unique use of tools (microsite, widget, FB app)• Not enough time/resources to deeply engage participants