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Online fundraising International China Concern (ICC)
The challenge
How do we retain engagement of new email contacts and followers on social media after an initial lead generation campaign? That is what International China Concern (ICC) asked us for help with. They were looking for ways to engage with leads and, in new campaigns, increase the likelihood of those leads donating.
A long-term strategy is important
It is important to have a long-term strategy in place for continued interaction with leads in order to ensure they stay warm and more are converted into donors.
For ICC, we have defined such a strategy for social media and an email thread in which five goals/themes were established.
- Create engagement (through branding and by building an online community).
- Raise new and more structural funds.
- Show the impact of donations (by telling stories).
- Be visible, demonstrate commitment and create awareness (by capitalising on special events).
- Share relevant news and knowledge.
We have created a content calendar spanning two months and corresponding communications (text and design) were developed for each of the five themes:
- social media posts
- email content
- emails to donors
Leads increasingly engaged
Those leads have received different types of content, enabling them to learn more about the topic at hand and the ways in which they could make a difference. We have engaged with the newly generated email contacts and followers on social media. In doing so, they became increasingly engaged with the topic.
We have analysed which posts created the most engagement: the ones that predominantly focussed on the child and in which the text illustrated the child’s challenges. So, we have utilised that more in new posts. We have used the same posts for both Canada and the United Kingdom.
About International China Concern
For over thirty years ICC has provided care for children and young adults with disabilities, whether they are living with their family, in a group home or are journeying into adulthood. It is a Christian development organisation with a network of supporters in Australia, Canada, Hong Kong, Singapore, the Netherlands, the UK and the US.
On a project-by-project basis, we have been collaborating with ICC regarding their lead generation and online fundraising since 2023.
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