As we move forward with our Physician for Peace campaign we are diving deeper in the core content into what and how we hope to achieve for this organization. This week our group will be focusing on outlining a social media fundraising strategy for our client in order to accomplish the financial goals needed to teach and heal many in need. This week we will also begin to plan our multimedia component of the campaign.
The key components of any successful campaign are planning and outlining a task schedule. We acknowledge that Physicians for Peace have pressing ongoing activities throughout the week which is why we would like to recommend the utilization of TweetDeck. TweetDeck is a social media platform that allows real-time tracking that effectively allows users to organize their tweets in various ways. TweetDeck also allows users to post one time onto several connected social media platforms. We would also recommend scheduling posts on Facebook on a regular basis to keep followers informed of ongoing projects and other vital information for the organization. Scheduling Facebook posts will save time and would better prepare the social media team to develop responses from its audience. To utilize scheduled posts, it’s important for Physicians for Peace to define their audience and really understand how to connect with them to have the best outcome for the organization. It is highly recommended that the social media team documents when they receive an increase in responses to better schedule posts around “high traffic” page activity. Posting on Facebook regularly during peak times can reach a large audience leading to significantly boosting donations and further support for the organization.
The best way to successfully fundraise is to make it easy on the supporters! It is important when posting about donations that a link is provided that quickly navigates to the appropriate page. Once the donor is navigated to the correct part of the site, the donation process has to be quick and easy. People don’t have the patience to undergo a lengthy process. Physicians for Peace already effectively use a quick donation button on the ribbon of every page within the site. Once in the donations tab it is easy to select a suggested amount, write your own amount or donate monthly. It also includes ways to volunteer and donate valuable time to further awareness and treatment for those who need it. The site also offers tax information so that donors are encouraged to support a good cause, but also receive a little incentive for doing so. We would like to recommend adding some examples of what donations can afford Physicians for Peace to do with the funds. Showing people what even a small donation can do for someone could potentially emotionally appeal to someone creating an impulsive action to donate. We would also like to add an option for recurring contributions. Since the staff at Physicians for Peace are helping patients in ongoing emergency situations it would be beneficial to have continual monetary support. Contributors could select how much,when, and for how long they want to donate.
Continuing to gather supporters and donations is best accomplished by updating supporters with vital information about what Physicians for Peace are doing with supporter money. It is our responsibility to effectively notify them every step of the way. Once a big milestone in the campaign is complete it is important to update the followers with positive and uplifting posts, thanking them for their support. This will not only inspire them to donate more, it will also encourage them to spread the word. Physicians for Peace should aim to post at least once a day during a major fundraising campaign and every couple of days leading up to the campaign launch to gain attention. In addition to keeping their supporters in the loop around campaign launches, Physicians for Peace should also update its followers on regular achievements within the organization. Seeing positive strides in their healthcare efforts will further inspire supporters to donate and share the successes of Physicians for Peace, ideally expanding their support base even more.
After any successful campaign, the social media team needs to take a moment to truly thank their supporters for their unwavering help and generosity. This will retain and expand their support base. Thanking donors leads to greater engagement and support in the future. Short, fun and easy to watch videos will represent the organization's gratitude and it will also show the work that was done during the campaign. We would recommend creating a short video discussing some of the accomplishments made possible by recent contributions or from a campaign. Seeing the impact of supporters as a whole will greatly affect current and future supporters in regards to their engagement in future campaigns.
Our multimedia component of our campaign will consist of posting photos and videos that will reach a wider audience. We aim to make them more visually appealing, which will lead to more followers sharing them with their friends. With our videos, we would like to share people’s story showing who will be affected by their donations. We will ultimately be experimenting with different types of content and see what produces the best results. Then adjust posts accordingly to better target our audience. Omnia will focus on creating and scheduling inspirational and motivational posts to share with followers. Skylar will research the target audience to understand when the best times to post will be to receive more feedback. Skylar will set up a TweetDeck account for Physicians for Peace to help define the audience and high activity times. Chelsea will ensure that the links for donations are easily accessible and easy to navigate; she will also post videos and photos to try and reach a larger audience base. Tiera will focus on ways to visually engage the target audience by showing where their donations will be going.
Chelsea Crooke: Edit content, add in comments.
Skylar Barnes: Edit content and created recommendations
Rebekah Strange- added in comments