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!