The Opportunity & Challenge:
The client, an international charity with work in dozens of countries around the world had a mature donor database but a relatively immature social media infrastructure.
In the context of filling in as interim Vice President of Development, we were trying to accomplish two things: turn around declining revenue, and re-build a holistic and current fundraising platform. This had to include acquiring new donors while simultaneously engaging and encouraging the existing donor base. One component of the plan was to improve online revenue using social media more effectively.
By training and utilizing their existing staff, we designed and implemented a right-sized social media strategy to create social uplift – more likes and followers, etc. The strategy was aimed at both engagement and donation conversion.
Within 6 months the number of Facebook likes increased by 20% and the number of twitter followers increased by 40%. Revenue online increased 10% year over year.
Where are they now?
We can’t speak to revenue, as our tenure ended. The program that we created is no longer fully implemented; however, we are encouraged to see consistency in their social media platform that is telling their story to their donors and beyond!