One of the fundraising methods that the International Children’s Heart Foundation already has in place is the text-to-donate feature. However, they are not necessarily using it effectively. It is mentioned on their website, but they rarely bring it to their target audience’s attention through their social media platforms. In order to raise awareness of this donation method, Group 6 suggests that ICHF present this feature along with their photographic posts. Also, they have a grand opportunity to reintroduce this feature as a way to contribute during Giving Tuesday. The social media strategies will detail how the organization will incorporate this feature across all platforms. They should utilize this method to present the idea that they will not be able to continue their excellent work without donors. This easy fundraising method is exactly what draws younger audiences and is what encourages donors to continue to give. There will be an increase in donations when they make their audience aware of how easy it is to give to the organization.
Another fundraising method the organization should consider utilizing is GoFundMe. It is a personal online fundraising website that is beneficial for all organizations, individuals, and groups. ICHF will greatly benefit from starting a GoFundMe account because it is convenient, trustworthy, and has raised over 1 billion dollars within the last 365 days. In collaboration with the American Heart Association, the ICHF plans to raise over $22.5 million over a seven-year period through joint research projects.
In order to create a successful online fundraising campaign, it is important to have a strong social media presence. Social media has become the number one medium when it comes to communication. Consumers can become notified of events, products, and ideas through the use of social media hashtags, logos, and pictures. It is also important to be responsive and engaging in the online community. It will be a good idea to consistently utilize a #hashtag (or logo) that donors can identify when they donate. Hopefully, this will encourage other curious consumers to donate to the cause as well (i.e. #imadeadifference). Once the donation has been made, donors should have the opportunity to make their donation public, and, with the help of hashtags, the ICHF could really get a trend going.
A video will be created to fulfill the multimedia component needed for ICHF. In the video, Group 6 will discuss and provide the importance of ICHF and what their missions and goals are overall. It is also important to speak on the history of the organization. With this agenda in mind, ICHF will be able to use the video to help their followers understand how the organization got started, where they hope to be for the future, and what their followers can do to help ensure the organization’s goals are reached. The team will be utilizing the pictures of the amazing children they have helped and attempt to provide their background story. Also, Group 6 will present statistics to depict how many children in the world are in need of ICHF’s services.
Another perspective the team would like to present would be the various obstacles doctors face. Physicians in many nations are in need of equipment that will allow them to perform the necessary heart procedures for children in need. ICHF has Durable Medical Equipment (DME) as one of their sponsors, and this connection could establish relationships with physicians around the world. This affords the organization the opportunity to reach out to surgeons who could potentially assist them with providing services to those who do not have adequate healthcare resources. Also, depicting this side of ICHF could encourage people to utilize the donation methods previously delineated in this excerpt. This will make their followers aware of how ICHF goes above and beyond to help a child and heal a heart.
Everyone’s perspective on how to make this organization’s social media presence better will be incorporated and recognized. The pictures utilized will bring encouragement to those who are suffering from heart complications and compel those who are interested in ICHF to take action through giving or volunteering. ICHF is going around the world making remarkable changes to ensure the well-being of children. The Group 6 video will encourage the organization’s followers to watch their social media platforms to obtain information on their next trip and keep them posted on the outcomes of the children with whom they interact. The team is dedicated to showing everyone that ICHF will continue to grow as they change lives.
Bringing Fundraising and Multimedia Together:
It has already been established that ICHF needs to be more interactive with their supporters. However, careful consideration needs to be taken to ensure that when they do respond to a review, comment, or post that they are keeping a positive outlook. For instance, a post from a former employee was made under their review section. ICHF did not get aggressive, but the tone of the response was not suitable for their public Facebook page. Viewers can see how they responded to the review and be deterred from getting involved with the organization. This can prevent people from liking the page, donating, or choosing not to support them. Facebook users can be very harsh critics and while this has only been one incident, it is still enough to warrant a closer look on how they interact with users.
Their next improvements involve the frequency of their tweets to improve their presence on this platform. Personal twitter accounts of the volunteers and doctors who go on the trips could be of use as well. ICHF could utilize their staff and volunteers to improve their “twitter traction.” When a team is out on a trip, each person could tweet about their own experience using a hashtag that could be created for the trip. For instance, for a trip to Haiti, a hashtag similar to “#ICHFHaiti” could be used to track all tweets that are coming from the people that are present. The main ICHF Twitter account could then retweet those tweets to portray the perspectives of different people in Haiti. The main account can even retweet the photos posted by the volunteers to enhance their multimedia usage. This can be easily viewed by users and the hashtag that is associated with the tweets makes it easy to foster conversations about each site that is visited.
ICHF’s Instagram page is the platform that probably needs the most work. Instagram is the fastest growing social media platform. As with Twitter, posting frequently is going to vastly improve their traction. Hashtags are also a huge part of this platform, and they are used to increase traffic by directing users to a particular page. ICHF does not use a lot of hashtags on their posts, which is something they should definitely consider. The more tags they use the more ways people can make it to their page to follow their account. A lot of the older posts they have on their page do not even have captions. Every single photo they post should have some sort of caption describing what is happening or presenting useful information. The only thing they have going for them on Instagram is the diverse material they post. They have a mixture of posts that show the children they help, the volunteers on the job, and the infographics. Videos are also an essential part of Instagram, and it would really help them if they would start utilizing videos in the way depicted in this excerpt as soon as possible. A great way to utilize the video feature would be to upload videos of volunteers on the job in whatever country they are in to show what is happening as it unfolds. It would provide insight regarding what the organization is doing and could lead to an increase in donations since followers would see exactly what their money would be going towards.
Contributors: Benjamin Burstein, Erin Caraway, Nathalie Corry, Nadeen Khatib, Richard Ramos, and Roxana Rivas