Social media’s low margins and potential for huge results is attracting a growing number of nonprofits. One such organization is the Leukemia & Lymphoma Society of Canada (LLSC). Their mission is to cure the world of blood cancer and improve the lives of those affected. Donations, sponsorships and fundraisers are the lifeblood of LLSC.
Moving away from traditional fundraising toward social fundraising can be both a lifesaver and a challenge.
This case study highlights how LLSC tackled those challenges while centralizing control and empowering teams to embrace social. In doing so, they launched a coordinated, national campaign push that resulted in a 900% increase in registration of their annual Light The Night Walk.
The Challenge: Coordinating Nonprofit Resources
Coordinating resources and staff fluctuations for campaigns or events is a challenge. For the LLSC, having a robust social relationship platform is part of the solution.
Patricia Gilmore, whose role includes managing the nonprofit’s social media strategy, ensures control of their social channels using HootSuite. She manages their national channels and oversees all regional communications that are monitored by chapter teams. Using her dashboard as a centralized control room, she can administer team permissions, oversee content and ensure their social success.
“HootSuite, coupled with personalized education from HootSuite’s Social Media Coaches, lets us leverage our regional leads to engage in social on our organization’s behalf” – Patricia Gilmore, LLSC Social Media Manager.
Results: National Campaign Saw 900% Increase in Registration
LLSC used HootSuite to launch a coordinated, national campaign around Light The Night regional events, choosing to launch on World Cancer Day so they could leverage the conversation that was happening around Cancer globally. They created timeline posts, cover photos, posters and shared hashtags such as #LightTheNight4WCD across their chapters.
By coordinating their efforts nationally, traffic to their website increased by 700% and registration for the 2014 Light The Night walk increased by 900% from the year before.
“By banding together with one voice and one message, we were able to drive incredible results while tying it back to our mission” – Patricia Gilmore.