Revamping Social Strategy to Boost Engagement
What happens when a humanitarian organization is struggling with social media engagement?
They turn to an outside communications partner to evaluate and identify opportunities for strengthening their social media presence.
The Challenge
A global humanitarian organization had been largely dependent on direct mail appeals and realized it needed to strengthen its social media footprint to better reach current and prospective donors.
It was also important to cast vision to leadership, who were more familiar with traditional fundraising efforts, and help them understand the value of investing more resources in social media.
The Strategy
After conducting a social media audit, our team developed recommendations and a concept board with initial designs for a more cohesive brand aesthetic. We then presented these via an in-person training session covering social media best practices, small refinements and big ideas. We also provided guidance regarding streamlining the internal processes for content planning and development.
The outcome
In less than a month after implementing our recommendations, the audience grew by more than 100 followers and was on track to surpass the six-month goal of a 10% increase in followers.
During Giving Tuesday, social media efforts raised five times more than previously raised during past Giving Tuesday appeals.
The digital team experienced increased buy-in from organizational leadership, many of whom participated in reels and live updates, and shared content through their personal profiles.
