![Page 1: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/1.jpg)
Farra Trompeter @farra * [email protected]
Case Study: The Leukemia &
Lymphoma Society
Nonprofit Technology Conference March 17, 2011
www.bigducknyc.com
![Page 2: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/2.jpg)
![Page 3: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/3.jpg)
• 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)
Guiding principles
![Page 4: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/4.jpg)
![Page 5: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/5.jpg)
![Page 6: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/6.jpg)
![Page 7: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/7.jpg)
Goals: • 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
Campaign spotlight
![Page 8: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/8.jpg)
![Page 9: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/9.jpg)
Totally Baldacious Shave one for the Team.
Why go Totally Baldacious The Totally Baldacious Campaign is a fun way to help raise awareness and funds to help find a cure for blood cancer.
Why you should give Baldaciously When you give Baldaciously, you’re helping to save lives. Your support improves the lives of people with blood cancer.
Totally Baldacious: Key Messages
![Page 10: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/10.jpg)
![Page 11: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/11.jpg)
![Page 12: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/12.jpg)
![Page 13: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/13.jpg)
![Page 14: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/14.jpg)
![Page 15: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/15.jpg)
![Page 16: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/16.jpg)
![Page 17: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/17.jpg)
![Page 18: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/18.jpg)
![Page 19: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/19.jpg)
![Page 20: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/20.jpg)
![Page 21: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/21.jpg)
![Page 22: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/22.jpg)
![Page 23: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/23.jpg)
“We were truly committed to aggressively communicating and celebrating the campaign. The increase in posts was new for us; and we virtually tapped everyone possible to participate among our celebrity contacts.
Our CEO’s participation was a game changer--a daring shift for him that impressed our Board and generated a true fan base. From this, we created a monthly national email message from him that remains very well received. He became a recognizable personality through this campaign.”
– Todd Whitley, Vice President, eMarketing, The Leukemia & Lymphoma Society
Totally Baldacious: Lessons Learned
![Page 24: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/24.jpg)
• 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
Totally Baldacious: Lessons Learned
![Page 25: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/25.jpg)
Farra Trompeter Todd Whitley [email protected] [email protected] www.bigducknyc.com www.llsusa.org
Wanna know more?
![Page 26: Case Study: The Leukemia & Lymphoma Society Social Media Campaign](https://reader034.vdocuments.us/reader034/viewer/2022052321/5556f13cd8b42a0f028b5304/html5/thumbnails/26.jpg)
Thanks!
© Jeremy Crow