Reaching our target audiences in different ways

Communicating for impact

Test Case: Information for Charities

Our Strategy

First and Foremost: Get to Know your Audience

We looked for existing studiesStatistics Canada 2003 Study: 13 000 non profits and charities (Activities, challenges)

Statistics Canada 2007 Study on donations, volunteering and participation.

Imagine Canada and John Hopkins University analysis of the non profit and volunteering sector.

Leveraging Access to the CRA Database

Mining the database for information

Reorganising it

Using it:Mass mailing

Email newsletter

Using an existing network

We networked with Philanthropie Québec

Used their existing group

Participated actively

Linked to content

Create Partnerships

Learned about the existing:Groups, associations, etc.

Networks

Service providers

Communicated an adjusted message to their specific needs.

Using Our Existing Tools

We leveraged our existing tools:

Website

Newsletter

Social Media

Corporate Brochure Add-on

Content Brochures

Trainings• Webinars• In person

Use Commercial Tools of Promotion

Social Media Ads pay-per-click ad campaign linking to online content.

pay-per-click ad campaign linking to our free training sessions.

RECAPHave a communication strategy beforehand.

Get to know your audience by finding existing data.

Use existing networks, groups, associations.

Create partnerships.

Use your own existing communication tools.

When funding is available, use paid promotional tools.

Thank you for your attention!

Merci!