Background

Eastern Kings Health Foundation is a not-for-profit organization run by a volunteer board with no staff, serving an area with a population of 7500. With the X-Ray machine in the local hospital nearing the end of its life, they wanted to undertake a $500,000 capital fundraising campaign. The Foundation had very little existing materials, no web presence, little name recognition in the community and only one brochure that had been developed 13 years previously.

Approach

In-depth sessions were held with the Board of Directors of the Foundation to understand the culture and history of the organization, the requirements and opportunities, and to identify the target market.  A fundraising and communications strategy was developed that used both traditional marketing and digital marketing.

An updated logo was created for the organization, along with campaign materials. A strategic website accepting donations, optimized for search
engines and with custom Google Analytics to track success was created. We also created an integrated social media strategy on Facebook and Twitter (as research showed their target audience were on these social media channels). Metrics were built into the plan to be able to capture and measure success, both on-line and off-line.

Results

Within eight months of launch, the Foundation surpassed their goal, an amazing achievement for an area with a small population base.  The Foundation now has an identifiable brand, a website to accept donations on an ongoing basis, and a presence in the community that it has never before enjoyed. And the new x-ray machine and two other pieces of lab equipment have been ordered!