United Way Simcoe Muskoka

CASE STUDY

Project Info

United Way Simcoe Muskoka (UWSM) is a registered charity that works to improve lives and build community by engaging individuals and mobilizing collective action. It accomplishes this by funding and coordinating the work of smaller, frontline agencies that are addressing priority issues locally.

UWSM recognized the need and opportunity to change their existing approach to donor and volunteer engagement. The organization worked with Digital Giants to develop and begin implementation of a web presence strategy designed to transform how the they connect with stakeholders online.

Implementation began in 2018 with the launch of new social media, content and SEO strategies, and the first digital campaign, which focused on improving perception. Digital Giants also recommended empowering employees and volunteers to leverage their peer-to-peer networks to share organization news. This approach, called Community Connectors, provides a new digital communication channel for the organization.

A significant component of the web presence strategy is capacity building within the organization.

Objectives

Increase Awareness

  • Increase website traffic by 20% per month
  • Increase engagement on social channels by 20%

Improve Perception

  • Improve positive sentiment on social media channels
  • Content: develop 2 community impact stories per month

Online Donations

  • Increase online donations by 50%
  • Increase number of donors online by 30%
United Way Simcoe Muskoka logo
UWSM facebook page
UWSM twitter feed

How we got there

The digital transformation journey

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Provided an in-depth analysis of existing web presence, including use of CRM, website analytics, social media, SEO

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Created personas — detailed descriptions of potential UWSM supporters — to guide ongoing campaign development

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Developed a social media policy and strategy, implemented a social media calendar, social media monitoring and training for staff

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Developed the employee and volunteer advocacy program called Community Connectors and provided procedural documents, training and template materials

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Guided Google Grants application process to secure $10,000 in Google Adwords monthly

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Created an editorial calendar, complete with topics, content development, optimization and amplification, and provided blog writing training for staff

The measure of success

Implementation of the web presence strategy is ongoing. The following results were achieved in the first three months of implementation:

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Traffic coming to the website from organic search is up 17%
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Traffic to the website from social media channels is up 287%

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The bounce rate on the homepage decreased from 42% to 18%

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Increase in positive sentiment on Twitter and Facebook

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Increase in online donations with a focus on achieving the objectives

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