Building a Community of

Supporters: Social Media Strategy

Bianca Freedman, The Credit Valley Hospital

Foundation

Did you know? Media is

changing.

http://www.youtube.com/watch?v=sIFYPQjYh

v8

To be a leader

To use benefits of

new technology to

engage supporters

To better understand

our audiences

To customize media

outreach with little

cost

The Opportunities

To cultivate fundraisers, not just

donorsWe’ll call them supporters.

Short term: build and engage audiences

Long term: generate revenue

The Goal

Community Education & Awareness

Our understanding

of our audiences

Online Donations

Internal brand connection

Objectives: To Increase...

+ Be

industry

leaders.

Brand recognition: # of

mentions, RTs

Mentions: # of blog mentions

Audience : all platforms

Outreach: total # of posts: all

platforms

What can we measure?

Feedback: #

comments, likes, RTs : rate which

posts/articles get best responses

Pulse-check: poll audiences in

real-time on key

messages, campaign tactics

Sentiment: gauge tone of

comments

What can we measure?

Participation: Content Creation:

# of guest blogs by CVH staff

Joiners: # of CVH, CVHF staff on

Facebook, Twitter

Education: gauge internal buy-in

at staff meetings (qualitative)

What can we measure?

Lead generation: traffic to

website

New donor acquisition: #

fans/followers who are not donors

Online donations: $ amount

given online: emerging patterns

What can we measure?

This is the beginning

Story telling gives

context before ask

Engaging content

enters hearts & minds

Relationships build

trust

Guiding Principles

Person behind the

brand

High level of content

variation

Blog is content hub

Share campaign

messages

1st Call to action at 1

year

Health info: hook

Key Strategies

Current CVHF supporters who are online

Families living in catchment area that are also

online

CVH staff online

Teens, young professionals who are typically

not supporters

Target Audiences

Typical donor is 35+, slightly

skewed female, University

educated, combined income $80 K

Typical Facebook user is

34, skewed female & highest per-

capita usage is in Canada

Audience Comparison

Lifetime of Care

Campaign

messages

+Share your

experience with us

+Share our stories

with friends

+Daily stewardship:

thank you!

+Your opinion is

important to us

Key Messages

Tactics:

Highlight

Join our

Community!

Online + Offline: “tweet-up” tour of

new wing

Inside the Foundation: blog series

Video : New Lives at Credit Valley

Fan photos

Hockey ticket giveaway

Tactics: Highlight : Twitter & FB

RT’d X 10

Potential twitter

reach: 4500+

Facebook shared

X 5

Potential FB

reach: 2500+

Total 7,000+

24 hours

Storytelling...

Storytelling...

Blog traffic:

doubled avg./day

in 2 hours

50% Direct traffic

50% Referral sites

245 Page

views, 24 hours

Storytelling...

Storytelling...

Benchmarks – How are we doing?

0

50

100

150

200

250

300

Oct Nov Dec Jan Feb Mar

Twitter: Followers

Facebook: Fans

Blog: Daily Page Views

YouTube: Avg Views

First ask: September 2010

Story: Dr. Zajdman & Daniel Tram:

online audiences know about it

Multi-platform: Daniel featured in

direct mail piece & radio ads

Ask fans/followers to purchase

piece of lifesaving equipment: goal

$2,000

What about dollars?