Memorial Hospital Foundation
To optimize donor relations and an opportunity to increase donations for other Foundation goals, through search engine optimization and online advertising strategy. This project was focused around an upcoming Gala event that the Foundation was hosting to jump start donation efforts and awareness for their NICU center expansion.
Memorial Hospital Foundation’s mission is to assist Memorial Hospital in building a healthier community. In particular, to develop philanthropic support for Memorial Hospital and to generate a high level of community understanding and involvement in Memorial Hospital’s vision, mission, goals and objectives.
After researching the current Memorial Hospital Foundation website, we found that the website was not optimized for Search Engines, resulting in poor ranking of the site. This lead to loss of interested (searching) traffic. Many of the pages on the website lead to out-of-site locations, leading to the exit of visitors from the site.
We also found that some social media channels were under utilized. Without a strategic social media funnel, there was a missed opportunity to guide followers to a landing page on the website and convert to a subscriber or donor.
Our suggestion was to generate separate pages and relevant content for each one of the campaigns and the SEO and advertising options that will increase awareness, drive traffic to the website and utilize social media in a more meaningful way.
SEARCH ENGINE OPTIMIZATION
According to the SEO report, the memorialhospitalfoundation.com website was cloack by the robots.txt file that was keeping it from being indexed by search engines. We corrected this technical issue along with others to optimize search engine. This resulted in Memorial Hospital Foundation being found on search engines and increased traffic to the website.
By strategically promoting posts and the Memorial Hospital Foundation page, we were able to increase post reach to 1,500 and increase followers to 1,600 likes in one week of advertising time. The budget for this campaign was only $30. The Facebook page continues to increase in numbers. Beyond increasing their following, we designed customized ads to compliment the landing page, highlight the gala honorees and make donators aware of what their contribution pays for.
GALA EVENT LANDING PAGE
Since the Gala was the first campaign, we created a landing page devoted to this event. The landing page included relevant content, including on site donation, event honorees, downloadable sponsorship package, and a call-to-action buttons to donate and share. We integrated social media share buttons, encouraging visitors to share the event with friends and donors to share the excitement of their contribution. To visibly show donors, sponsors and contributors their impact, we custom designed a donation tracker to update as donations process. This not only creates excitement around donating, but encourages others to contribute as they see the goal reach closer.
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