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Hope for Henry is a non-profit organization that sponsors children with severe illness who are hospital-bound for extended periods.
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Hope for Henry Foundation – Social Media Strategy
Agenda:
• Background
• Goals & Objectives
• Demos & Targeting
• Research
• Content Distribution
• Conversation Dialogue
• Reporting & Evaluation
Hope for Henry Foundation – Background
• Improves the lives of children by providing gifts to children with life-threatening illnesses
• Currently focused on the Washington DC metro area
• Organization founded in 2003
• Raised $850k to date
• Has positively affected over 3,500 children in the past 6 years!
“HFHF brings smiles and laughter, hope and magic into the lives of these children and their families”
Hope for Henry Foundation – Current Status
• Home-grown non-profit
• Executive Director is the only staff member
• Limited resources and growth
• Support limited to extended friends and family
Current tactics:
• Website (limited functionality)
• Facebook Fans page (no updates, very small fanbase)
• Email list: 1,800, 4 campaigns/year
• Snail mail list: 1,400
• Biggest fundraising event: Superhero Party (December), 250 attendees, raises ~$30k
• ~$50k year over year donations
• Related book, Saving Henry, Hyperion Publishing (3/2010)
Hope for Henry Foundation –Goals & Objectives
• Awareness• Hope for Henry Foundation
Organization
• Website
• Related book Saving Henry
• Events
• Engage• Current base to become advocates
• Expand the base
• Fundraising• Significantly increase online
donations
• Event tickets
• Further establish brand
• Drive repeat visitation and ongoing dialogue with interested parties
Hope for Henry Foundation – Demos & TargetInitially:• Age >40 couples with kids• $100k hh income• Social concerned moms• DC influencers / social elites
• Lobbyists• Attorneys• Gov’t senior staff• DC Media personalities
• Washington DC medical community
Longer term: • Same demo/psychographics
across US Domestic• Coincide with book launch /
tour
Hope for Henry Foundation – Research • Extensive interview with org.
founder (Laurie Strongin)
• Researched complementary organizations
• Children’s Miracle Network• 27k FB Fans
• 1k Twitter followers
• Make a Wish Foundation• 87k FB Fans
• 1,500 Twitter followers
• National Children’s Hospital
• Others doing great social media to replicate (recognize top donors and provide SM toolkits)
• Case Foundation
• Causes.com
Hope for Henry Foundation – Research
• Search for social networking sites and blogs which revolve around
• Stem cell advocates & research
• Medical communities (Serno.com – 115k physicians, MedicalMingle.com, DoctorsHangout.com)
• Like-minded parent support organizations
• Non-profit and social events in the DC area (initially), longer-term US domestic
• Determine how “competing” organizations are communicating with their audience
• Deeply understand the donor profile –• Current donors
• Prospectives
Hope for Henry Foundation – Research Online Gift Donor Profile
*Source: ePhilanthropy Foundation, Blaukbaud Analytics, May 2006
Hope for Henry Foundation – Content & Distribution
Hope for Henry Foundation – Content & Distribution
What we’re going to do:• Create dynamic website
• Showcase HFHF impact
• Facilitate online donations
• Create active and engaged Facebook community • Build community of like-minded people
• Encourage advocacy
• Position HFHF Executive Director as a thought leader in handling family illness and grief
• Aggressive outreach to like-minded bloggers and social media sites• Promote interconnection
• HFHF blog content syndication
Hope for Henry Foundation – Content & DistributionHow it’s going to get done: • Website Refresh
• Wordpress with easy content management • Deeper integration of Paypal donation • Highlight content that stems from big events – SuperHero party and Saving Henry book• Twitter, FB icons built in to drive larger fanbase• Interconnect and integrate FB and Twitter posts
• Facebook Fans page• Ongoing outbound messages and dialogue with feedback• Encourage group members to contribute stories and photos / content• Virtual goods gifting on FB for donation to HFHF• Associate with FB communities of like-organizations (Georgetown Childrens Hosp. FB
page)• Mandate board members to add and post related topics and HFHF on FB, Blogs and
Twitter• Twitter feed
• Interesting and engaging updates• Tweets about events and activities• Comments on similar types of organizations
• Content Distribution• Instantly distribute content using tools such as Ping.fm, Shareaholic, Flickr
Hope for Henry Foundation – Content & Distribution
• Campaign: Superhero Party – Fundraising event for HFHF• Blog, FB and Twitter updates leading up to the event
• Excitement of the party is building
• Buy tickets and donate now
• Live content posts/video feed from the party
• Post content, pics and stories after the event for those that weren’t present
• Blog outreach – mommyblogs (DC Metro Moms Blog, Mom’s Daily Dose,
Cool Mom Picks), politicos
• Campaign: Holiday giving• Send an e-card in support
• Broaden awareness
• Driving online donations and virtual goods – feel good
• Keep up fundraising beyond the major events
• Blog outreach – mommyblogs, physicians (Serno.com, Medical Mingle, Doctorshangout.com)
• Campaign: Saving Henry Book (Hyperion)• Blog, FB and Twitter updates on book tour
Hope for Henry Foundation – Engage & Influence• Campaign: SuperHero
• Content of Hope for Henry Hero of the Year –voting on FB Fans page
• Post pics before the party – winner announced at the party
• Best Superhero costume – voting on the FB Fans page
• Pics from the party
• Don’t handout Polariods, drive people back to FB fan page to get the pictures of their kids with special characters from the party (Your Kids & Superman)
• Live video streaming to FB fans page via Ustream or Qik
• Campaign: Saving Henry book tour – updates via Twitter, Blog and FB Fans page to provide the story
• Engage the audience (list dates/locations)• Tell the story about the book tour• Share stories from the road – parents that
had similar experiences
Hope for Henry Foundation – Monitor & EvaluateMonitoring
• Tweetmeme on Childrens Help organizations • Childrens Miracle Network
• Make a Wish Foundation
• Can use tools such as• Social Mention
• Trendpedia
• Google Alerts “Hope for Henry”
• Site analytics & tracking• With site relaunch (ETA soon), integrate Google analytics with Paypal instant
donation
• Understand conversion metrics and why people are/are not donating
• Test strategies for increasing donation amounts
• Paypal Donations
• Twitter and Facebook Followers• Engaged followers will also pursue conversation and post content
Hope for Henry Foundation – Monitor & EvaluateEvaluation
• Goals attained by assessing increase in
• Awareness • Google blog search
• Donations
• Event attendance
• Media coverage
• Relationship with similar organizations
• Need / desire for additional events
• Engagement and dialogue through FB and Twitter
• Google Alerts mentions, WOM
• Site traffic & analysis
• FB Fans page – membership count
Hope for Henry Foundation – Social Media Strategy
Thank you!