While last week we talked about how we will increase ICHF’s fan and follower base, this week we will talk about our social media fundraising strategy for our client.
We’ve already discussed how ICHF’s strongest social media times and content is when they are overseas and actively helping their patients. Our social media strategy we feel should focus and connect back to the next trip, or the trip that is taking place at this instant. By doing this, we are able to connect the audience on a emotional level, and allow them to see the true impact their dollars can make on individual’s life.
This strategy continues to draw on “real-time” tweeting, by focusing campaign efforts around how dollars can impact a specific part of the trip. Ten days out for example, you could discuss how volunteers who have been chosen to make a trip have already made an impact in our community over here, and by sponsoring them, you can help them make a difference wherever they are going.
Eight days out, you can talk about the supply list you’ve created and what you’ll need to change a person’s life. Instead of just making a broad donation land page, ICHF could show how much each piece of supplies cost. For three dollars, you can buy the scrubs the child will wear during their surgery for example.
Six days out, you can introduce some of the patients. Let people know who’s lives will be forever changed by the trip.
Four days out, you can come back to your volunteers. Ask them how they are preparing to go on the trip, and what role they will play. Ask what they feel what they think the most important parts about the trip are, for they are the experts on the organization.
Two days out, you could talk about final preparations for the trip.
On the trip, continues social media presence, updating everyone on how the trip is going, how their contributions have made a difference in a person’s life. Most importantly, connect people’s contributions back to a specific part of the trip. For example, “Your ten dollar donation fed our volunteer Josie today. Shortly after, she went back to the operation room and saved Lucy, a six year old with a genetic heart disease.”
This is a rough outline of how this campaign would work. We also have to keep in mind that leading up to the trip, everyone volunteer’s hands are probably already helping with another important component, meaning no one will have time to tweet about their progress. This is when post scheduler accounts can come into handy. Short bios and a picture of a volunteer can be done far in advance, and can be scheduled to post on the appropriate day and at the proper hour.
In addition, we gave an idea of what to talk about every two days. However, this can be spread over a longer period of time as long as posts stay consistent. For example, if ICHF has five volunteers actually taking the trip, each volunteer could be posted about once a day. That would in total be five days of social media posts.
In conclusion, we feel as though this campaign strategy will rely on volunteer’s ability to share their bios and experiences with their friends. People will be more likely to contribute to a cause if they can make a personal connection. Sometimes this can be solely through emotions, but it can also be achieved by the friends and family of volunteers willing to share their story, and generally be proud of their work.
This will generate interest for the organization. However in order to also make an impact on fundraising goals, each post must be connected in some way so that people can recognize that they should contribute. This is where our multimedia strategy will come into play. With each post, we will add a watermark of sorts on photos, that illustrates how each picture, no matter how many times it is shared by relatives and friends, connects back to ICHF. In addition, each post will contain information on how to donate, and a hashtag that is trip specific. If ICHF is taking a trip to Guyana for example: #HeartsforGuyana could be used. This way volunteers could also talk about the trip collectively, using a hashtag that connects them together.