2. What Is Our Goal?
• To create digital content that gains new audiences, increases engagement with new and current
audiences, and raises LPFCH’s stature as a creative digital thought leader in the non-profit space,
all in an effort to raise more money YOY
• This goal helps satisfy the greater goal of LPFCH:
• “…to elevate the priority of children’s health and increase the quality and accessibility of children’s healthcare
through leadership and direct investment.”
• We can accomplish these goals with a content strategy that:
• Educates audiences about important child health topics
• Shows audiences how Stanford Medicine and Lucile Packard Children’s Hospital are working within these health
topics and how philanthropy accelerates this work
• Tells stories of patients and their families affected by these health topics
• Direct audiences to places where they can help through topical or ongoing donation opportunities
3. How Do We Accomplish Our Goal?
1. Refocus all our digital media platforms so that every piece of content
is aimed towards these goals
2. Establish a workflow that allows us frequent and consistent posts
across all platforms
3. Create a digital identity that can be instantly identifiable across all
platforms
4. Engage more with our digital audience and utilize our community
5. Create partnerships with other brands to share and engage with our
posts
4. Twitter – 2,971 Followers
• Twitter is a great place to reach a large audience with simple posts, including text, images, and video. It’s one of the
easiest platforms to share content on, with simple likes and retweets showing up in other people’s feeds.
• People will react and engage with messages of hope, uplifting images/memes, and tweets connected to trending hashtags
or current events. This is great for us because it fits perfectly into our content strategy of telling patient stories.
• However, up until recently, our feed felt a bit clunky and impersonal. This has changed in the run leading up to the New
Year with more pleasing posts with nice imagery, direct messaging, and quote retweets to ensure brand visibility. We
should continue this trend moving forward and continue to be as cohesive as possible while balancing equal content for
P&P.
• Content Plan
• Start to post medical information tweets to gain new audiences not connected to the foundation currently
• Continue to post local updates for people already connected to foundation (P&P)
• Utilize a mixture of formats (text, quote retweets, video, memes, images) to ensure a dynamic experience that will make people hit
the follow button
• Start to engage more with other accounts in order to grab other audience’s attention
5. Twitter – 2,971 Followers
Current
Wins: https://twitter.com/LPFCH/status/1608570445623865344?s=20
&t=Q4jbW9k2N9wT1ZVtNe23uA
Other Account Examples:
6. Instagram – 1,255 Followers
• Instagram started as a photo app, but more recently pushed away from the in-feed picture model and instead is relying
more heavily on stories and reels (or video.) Because of this I feel the platform has become less personal, which may work
in our favor. More people are used to seeing brands (and foundation) on stories and reels.
• So far, our in-feed content has mostly been in-feed pictures about events and patient story videos. Our stories have ranged
a bit on topic, but Noelle has seen some success in stories about patients.
• Our best performing reels were made to fit the platform, meaning they were made vertically to be watched on Instagram.
This is definitely the best strategy moving forward to see success.
• Moving forward we should settle on consistent aesthetics (leaning into new branding) that will make our page look
welcoming. The Ronan videos look great next to each other and makes our feed look thought out, which I believe makes it
more welcoming which would hopefully make more people hit the follow button.
• We should also create reusable video formats for reels and stories that our audiences can expect and enjoy
• Content types to lean into: Behind the scenes, questions/polls, patient stories, hosted explainers, science/health updates
• Also, Instagram can be a great place to collaborate in order to grow audiences
10. YouTube – 8,360 Subscribers
• YouTube is the platform I have the most experience with, but the one I think we need to concentrate on least. I don’t know
if we have consistent enough content that YouTube audiences are looking for. But, we can keep using it as we’ve been
using it – post any social first videos onto YouTube shorts and any longer 16x9 videos onto the main page. I think YouTube
is still the easiest way to send links to donors or people connected to the hospital and foundation.
• When we do have a longer, quality piece to post onto YouTube, we should still take the time to optimize it for the platform,
including using the best keywords, thumbnail, and title. You never know what might hit.
• Eventually if we find ourselves with a successful podcast or a video series idea, we can look into posting more on YouTube,
but the key for growth here is always going to be consistency.
• One note is a lot of other Children’s Hospitals have way more subscribers than us (100k-300k) but the same number of
views per video. I think a lot of health content peaked on here years ago leaving high subscriber numbers that haven’t
continued to watch.
11. LinkedIn – 3,062 Followers
• LinkedIn is a new platform for me, but one that I think can be great for us. This might be the one place where our donors,
employees, and board members already are and where they are connected to a like-minded community. They can easily
share our posts within their personal and professional groups which in turn could lead to more small and bigger donations
• Currently we are posting mostly what we make for the other platforms, because that type of content does work on this
platform. However, we are only getting about 5—35 likes per post and minimal comments. I think we can improve this by
slightly adjusting our content to fit the platform better.
• We also think longer written posts or bigger infographics could also work, including posts from leadership including
Cynthia. These could be ghost written or can be actual notes from her.
• We also need to think of what our voice and tone of our LinkedIn is. Some similar brands are mostly informative, some are
more fun. I think we are on the more informative side that is trying to be a bit fun. I think we can do a little work zeroing in
on who we are.
12. LinkedIn – 3,062 Followers
Current Wins:
Other Account Examples:
13. TikTok – 0 Subscribers
• Tiktok is definitely new to us as far as pace, format, and tone, but I think something that could work for us. We don’t have
to follow exactly the trends and tone of most other TikTok accounts but can find our own way there.
• A great example is Noelle’s United miles video. It is simple, informative, not too different from what we want to do, but
also seems more natural on the TikTok platform. In order for it to work though, we’d need to commit to the platform and
not just post when we do something that would fit.
• Health content is huge on TikTok, so we wouldn’t be too much of an outlier. However, most of those accounts are single
influencers. Most of the health content is dermatology, beauty, mental health, and science content.
• There are very little people in our field on TikTok. St Jude is the only real one I’ve seen doing anything consistent.
• They have great hosted pieces that utilize TikTok trends
• One podcast clip has over 100k views and another over 250k
• Great posts utilizing patient art, knowing that it would be hard to get patients themselves
• Also have heartwarming patient clips that have great engagement
