Donor Engagement and Social Media Strategies within a Nonprofit Organization
The client is a family-run nonprofit that provides funding for spinal cord injury (SCI) rehabilitation. They work with people in wheelchairs from SCI and provide access to therapies to help them get stronger, live healthier, and have the opportunity to walk again.
Situation:
This nonprofit relies on an annual golf fundraising event and gala to fund their mission. Due to the global pandemic, they shifted their fundraising to an online auction to raise money for SCI (spinal cord injury) rehab.
Challenge:
Run by a family who all have other full-time jobs, this nonprofit tasked Rem and Company to provide systems, strategies, and outputs specifically for social media around the upcoming auction.
Approach:
Our team set out to address the short-term goals of social media strategy and push our client on their long-term strategy of donor engagement. We focused on the Rem and Company pillars of Strategy, User Experience, and Marketing as we crafted our outputs. We presented strategies, systems, and outputs around a short-term and long-term goal.
Short-term Goal: Social media strategy
Created strategy around online auction to increase engagement on posts and boost overall following.
Synthesized a content strategy that combined a content calendar, cadence of posting, plus content and advertisement ideas. Also provided ideas of potential partnerships and analyzed high-performing content.
Long-term Goal: Donor engagement
Built donor engagement strategy around PSA and sweepstakes to keep momentum around the vision of the nonprofit and pointed donors to other modes of engagement (further donation, social feed sharing, posting pictures with swag, etc.)
Generated campaigns to deploy after the auction with the goal of expanding the database and further engaging donors.
Created detailed “if this, then that” chart of donor engagement for first-time donors, recurring donors, and almost donors.
Reimagined donor pathway to enhance data collection and provide another touchpoint for potential donors.
Impact:
The client was thrilled with the solid foundation we provided for them and is eager to implement the systems to enhance their social media presence and kick off a more robust donor engagement strategy. She plans to use the social media calendar immediately and implement the cadence suggested as well as some small tweaks to their website to integrate some social platforms.
She recognized the value of the donor engagement strategy and is eager to implement but needs outside consultant help to work with Salesforce and their CRM to set up an automated drip email campaign. We are sourcing potential consultants for this client.'
Team Breakdown:
Team Lead: Jennifer Vander Molen
Strategist: Daniel Duffalo
Strategist: Kosha Patel
Strategist: Mike Golan
Relevant Background Information:
Industry: 501(c)(3)
Location: Beverly Hills, CA
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