Social Media marketing for a non-profit
About
The Philae Shriners consist of more than a dozen clubs/units in Nova Scotia and PEI. A subsidiary of Shriners International, they are “a brotherhood of men committed to family, engaged in ongoing personal growth, and dedicated to providing care for children and families in need.”
The primary focus of Philae Shriners is raising funds to cover transportation costs for children to attend hospital visits or appointments with medical specialists. Fundraising efforts support the International Headquarters and local initiatives to support families in need in the NS & PEI communities.
The Challenge
The Philae Shriners had a small presence online and had a reputation of being an organization for a much older demographic. The brand needed to be re-energized with improved awareness – thereby supporting fundraising efforts.
The Goal
To help the Philae Shriners become a household name in Atlantic Canada by highlighting and educating the community on their philanthropy, fundraising, awareness and recruitment initiatives through a cohesive brand aesthetic and consistent social media presence.
The Solutions
Sociable Media created a unique brand aesthetic with a regional flair for the Philae Shriners that aligned with the international brand guidelines and implemented an editorial calendar outlining an ongoing content strategy. The four main content topics include fundraising, education, awareness, and recruitment.
The Results
Winner of an international Dromedary award (2021) by Shriners International for Facebook branding.
Created logo and brand messaging guidelines.
Created and regularly update a content calendar.
Developed a three year digital marketing plan – with a heavy focus on fundraising.
Using social media as a driving force of awareness and interaction, the Philae Shriners have seen a steady increase in their overall followers and engagement.
Website visits were up to 2,412, with an average time of 2:30 minutes per session in a three month time period.
Social media engagement was up over 9100% within six months.
Using FB ads to support fundraising efforts proved effective in generating reach, awareness, and engagement with over 53,000 reach, 4X that of previous efforts.
