The document discusses using social media to engage donors and promote philanthropic causes. It provides examples of children's hospitals that have successfully used platforms like Facebook, Twitter, YouTube, and Pinterest to share stories, photos, and information in order to increase awareness, engagement, and ultimately donations. Key strategies included posting high-quality patient content once daily, live tweeting events, inviting influencers to promote the cause, and creating interactive campaigns like "Photo Friday" and a Mother's Day online quilt. Measuring metrics like growth, interactions, and click-throughs allows hospitals to track their social media success.

1. The Children’s Hospital
of Southwest Florida:
The New Social
Millennium
Presented by:
Gail Lamarche, Director of Marketing
Henderson, Franklin, Starnes & Holt, P.A.

2. Reaching Target Market
• Who are your greatest philanthropic donors?
– Baby Boomers
• Born 1946-1964 (age 46 to 64)
• Place a high value on individual and youth
– Millennials – Gen “Y”
• Born 1982 – present (age 0 – 29)
• Increased use and familiarity with communications,
media, digital technologies and social media
• Civic minded

3. Overview
• 66% of adults are on more than one
social media site
• LinkedIn
– Professional networking
– 49% over age 45
– 150 million users, 2 million companies
• Blogging
– wide variety: law, sports to politics
• Pinterest
– “pin” images organized boards

4. Most Popular
• Facebook
– Informal networking
site
– 865,598,460 users
– 200 million visits per
month, on mobile
devices
• Twitter
– Micro-blogging
– 500 million active
users

5. Text to Donate
• 83% of U.S. adults have cellphones or
smartphones
• Tony Aiello, co-founder and CEO of mGive
– “The real power of text donations is in its
immediacy and ability to expand the number of
people involved in charitable giving.”
• American Red Cross
– Text ‘Haiti’ to 90999 raised more than $32 million

6. Text to Donate
• Evaluate pros and cons and how it fits in your
marketing strategy
• mGive charges from $399 -$1,499/month plus
successful donation transaction fees to use its
platform
• Need a minimum of 100,000 contact database
– Result, approximately 1,000 donors and a minimum
of $5,000
– Compare this to typical cost of $3,000 to $10,000 to
run the campaign

7. Social Media Case Studies
• St. Jude’s Hospital
– Memphis, TN
• Ann & Robert H. Lurie Children’s Hospital
– Chicago
• Children’s Medical Center
– Dallas
• Children’s Hospital of Boston
– Social Media Policy

8. St. Jude – Facebook

9. St. Jude’s Hospital
• Overview
– Major push began January 2011
– Managed by team of two
• Content
• Strategy
– Channels Used
• Facebook
• YouTube – MyStJude
• Pinterest
– Transparency

10. St. Jude’s Hospital
• Content
– Once a day, no more than three times per day
– Highest engagement
• patient images and stories
– Same content posted in different versions on
Facebook, YouTube and Twitter
– Live tweeting from events
• 50th Anniversary Patient Gala
– Responsiveness

11. St. Jude - Twitter

12. St. Jude’s Hospital
• How Success is Measured
– Awareness
• Growth of Subscribers, Fans
• Click-throughs tracked - “Donate Now”
– Engagement
• Interactions on Facebook, Likes, Shares
• Donor culturalization
• Relationships developed
• Results in greater donations
– Dashboard to compare monthly and quarterly

13. Lurie Children’s Hospital - Chicago

14. Lurie Children’s Hospital - Chicago
• Platforms used since February 2009
– Facebook, Twitter, YouTube, Pinterest,
Foursquare
• Challenges
– HIPAA, Privacy Concerns
– Legal team
• Facebook rules and regulations
• Privacy disclosures
– Adequate staffing

15. Lurie Children’s Hospital - Chicago
• Patient Interaction
– Photo Friday
• Special Events
• Melt Water Buzz
– Scan all social
networks for mentions
• Invite influencers for
tour and other events
to promote on blogs

16. Lurie Children’s Hospital - Chicago

17. Children’s Hospital - Dallas
• Daddy Blog
• Doctor Blog
• YouTube
– ChildrensMedical
• Pinterest

18. Children’s Hospital - Dallas

19. Children’s Hospital - Dallas

20. Children’s Hospital Boston
• Social media policy is clearly stated

21. Pinterest – Pay to Pin
• Opportunity
International (provides
small loans to poor
women overseas)
Mother’s Day Campaign
– Invites donors to pin
personalized squares to
an online quilt honoring a
mother or another loved
one

22. Pinterest – Pay to Pin

23. Keys to Success
• Connect with customers, patients
– Awareness, knowledge, loyalty
• Don’t over-post
• Create feedback mechanisms to inspire
continued participation
• Public relations
– Unsolicited news pickups, online media blogs
and inquiries
• Human resources and recruiting

24. Thank you!
gail.lamarche@henlaw.com
Twitter:
@gaillamarche @HenlawSWFL
Blogs:
swflemploymentlawblog.com
legalscoopswflre.com
swflbusinessandipbulletin.com