Reaching our target audiences in different ways

Communicating for impact

Test Case: Information for Charities

Our Strategy

First and Foremost: Get to Know your Audience

We looked for existing studiesStatistics Canada 2003 Study: 13 000 non profits and charities (Activities, challenges)Statistics Canada 2007 Study on donations, volunteering and participation.Imagine Canada and John Hopkins University analysis of the non profit and volunteering sector.

Leveraging Access to the CRA Database

Mining the database for informationReorganising itUsing it:

Mass mailingEmail newsletter

Using an existing network

We networked with Philanthropie QuébecUsed their existing groupParticipated activelyLinked to content

Create PartnershipsLearned about the existing:

Groups, associations, etc.NetworksService providers

Communicated an adjusted message to their specific needs.

Using Our Existing Tools

We leveraged our existing tools:

WebsiteNewsletterSocial MediaCorporate Brochure Add-on

Content BrochuresTrainings

• Webinars• In person

Use Commercial Tools of Promotion

Social Media Ads pay-per-click ad campaign linking to online content. pay-per-click ad campaign linking to our free training sessions.

RECAPHave a communication strategy beforehand.Get to know your audience by finding existing data.Use existing networks, groups, associations.Create partnerships.Use your own existing communication tools.When funding is available, use paid promotional tools.

Thank you for your attention!

Merci!