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!