Crohn’s and Colitis Foundation – Awareness Week

Project Description

As Crohn’s and Colitis Foundation of America (CCFA) geared up for its second annual Crohn’s and Colitis Awareness Week Campaign, it was natural for the organization to turn to Charity Dynamics for the development of a holistic communication plan that would boost the campaign’s results. After all, the organizations had a long-standing history of engagements, dating back to 2009, and Charity Dynamics’ consulting team had become an intrinsic part of CCFA social media outreach.

Project Details

Client Crohn’s and Colitis Foundation of America
Skills Engagement, UX Design
View ccfa.org

Challenge

  • Despite minimal promotion, the organization’s inaugural Awareness Week Campaign was successful— especially on Facebook —in terms of results, suggesting that a cohesive plan could boost numbers significantly the following year
  • As a benchmark, content posted by CCFA had an average daily total of 7,800 Facebook users, and had an average daily total of 51,000 impressions during the one-week campaign
  • Individual chapters’ limited empowerment and involvement in the campaign presented significant opportunities to increase campaign awareness on a broader geographic scale

Approach

  • Charity Dynamics Consultants leveraged their knowledge of CCFA and its social media best practices to create a campaign strategy, which included social media sites (e.g., Facebook, Twitter, Pinterest and Instagram) as channels for engagement
  • Developed an editorial calendar that empowered CCFA chapters, and integrated promotion of their patient services, fundraising match program, and “soon to launch” PSA video campaign
  • Created a custom portfolio of bold, impactful, and “shareable” images—complete with targeted calls-to-action—that CCFA posted on social media throughout the week to promote sharing, clicking, and general engagement

Outcome

  • Facebook growth of 5 percent during the campaign week was five times greater than the average week, and 63 percent of fans were engaged with the campaign on Facebook (compared to a typical engagement rate of 15 percent for the organization’s other campaigns)
  • Average daily total reach of CCFA content was 45,000 Facebook users, and average daily total impressions was 198,600, 47 percent of which were from viral impressions/sharing of CCFA content among peers
  • Post-campaign, CCFA was left with assets and a social promotion plan that were strategically designed to be repurposed in following years for ongoing campaign success

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