Heightened competition due to an increased number and level of sophistication amongst competitors drove SickKids Foundation to seek more effectiveness with its marketing efforts. SickKids Foundation believes digital can be a game changer and differentiator for the organization. They sought a digital strategy that defines an integrated digital experience to engage donors along the giving journey, from browser to donor to advocate.
Insight
At the time of engagement, the Foundation had a corporate website, several product and campaign sites and numerous social media properties. Delvinia thus began by conducting a comprehensive audit of these assets and their performance relative to best of breed models.
We then conducted a series of discovery activities to better understand the business context and the digital behaviour of donors. We used a combination of steps including interviews with Foundation and Hospital staff, analytics reviews, a digital and social media landscape review, trends analysis and a digital audience segmentation exercise to obtain key insights about the SickKids business and community.
By overlaying Delvinia’s Digital Segmentation data over the SickKids’ donor database, we were able to cost-effectively provide insight into donors’ ownership of and engagement with social media and mobile technologies, and thereby identify those segments of greatest strategic value to the organization’s business objectives in the digital space. Based on this we strategized methods to reach target donors effectively using messages that resonate with them.
Delvinia also evaluated the social media activities as they relate to the business objectives and how they complement other SickKids activities in the web eco-system.
A driving consumer insight gleaned from these activities is that donors become more loyal and more generous when they are able to connect and enjoy a sense of community with other donors who share their commitment to the cause. Organizations that respond to this motivation and facilitate this connection enjoy a higher likelihood of success.
Strategy
Armed with these insights, we crafted a donor-centric, transaction-focused digital strategy. The strategy articulated the roles and relationship of SickKids’ various digital properties (e.g. website, product sites, Facebook page, Twitter feed and blog) and outlined how they can complement and support each other in the digital eco-system. The resulting roadmap detailed our recommendations on how to phase in the work with realistic timelines.
Additionally, we provided recommendations around team and governance structure, prioritization methodology and program budget to successfully support the strategy.
Action
SickKids Foundation is currently in the midst of adopting the new digital strategy and Delvinia continues to be a trusted advisor on the initiative.
