In order to give the International Children’s Heart Foundation (ICHF) a better understanding of how to move forward with the social media strategy suggestions by Group 6, the team has developed a summary of the outline they will utilize in order to provide the organization with step-by-step guidance.
First, the title page will introduce the organization and the members of Group 6. The table of content will highlight areas ICHF needs to work on in order to effectively utilize social media. Then, the introduction will be generated to explain how the organization will overcome their social media challenges across all platforms depicted in the first group reflection. Erin Caraway will generate the information for these three aspects of the project as well as gather and collate the contact information for each member.
ICHF already has a good foundation to work on because of their solid social media presence. However, Richard Ramos and Benjamin Burstein will provide detail on the social media strategies they need to utilize in order to effectively use all of their platforms. Frequency and interaction are two components that need to be improved. Posting a few times daily is necessary, but, when it is only done every few weeks or longer, the time between those posts can be really detrimental to their social media presence. It can cause their followers to forget that they exist. Their posts should be much more consistent to retain momentum and to gain more followers and exposure. Proactive measures need to be taken. Since their platforms have relatively low followers, it should be fairly easy for them to interact with people who like and comment on their posts in order to encourage them to spread the word.
Nathalie Corry will be responsible for developing the fundraising strategy, measurement strategy, and the future directions of the organization. In order to effectively fundraise, ICHF needs to build a sense of community and stronger relationships with their followers. Building these relationships will encourage their followers to take action, and they will be able to track this engagement through various analytic tools. The information obtained through analytics will guide their future direction: 60% of millennials donate on average $481 to non-profits every year with Facebook, Instagram, and Twitter being the top donation sites. So, it is vital for ICHF to engage more via social media because it’s a part of today’s culture.
The organization strives to bring together pediatricians and surgeons to give hope and help to children who are impacted by heart defects in countries where resources and money are scarce. Therefore, Nadeen Khatib and Roxana Rivas have decided that Group 6 should post on all of the platforms that ICHF currently has in order to showcase their dedication and hard work. Each member will share posts and information about the organization on their social media accounts to increase the chances of their followers engaging with and learning more about the organization.
It’s important that potential followers and donors are able to connect with the organization in every possible way. In order to feel connected, they should share as many aspects of their stories as possible: the struggles, the successes, and the lives that were touched. So, another way Group 6 will use social media to campaign for ICHF is by making a video on behalf of the organization. With this portion of the strategy in place, highlights of ICHF’s global presence can be depicted. Hopefully, capturing the journey of the children that were struggling to live through this form of “advertisement” will obtain more donors and engage followers for the organization.