Nonprofit digital strategy can greatly impact community growth. Part of the nonprofit Greater Healthy Living Foundation, CreakyJoints is an active online community of patients, caregivers, and healthcare professionals around the country who have or are interested in arthritis or a related condition. CreakyJoints sought to grow its arthritis member-based community to 10,000 patients, caregivers, and healthcare professionals. To help them achieve their goal of 10,000 members within 3 months, we wanted to find low-cost solutions to target audiences with the greatest potential to be engaged with CreakyJoints. Our strategy for this consisted of three parts:
New Members from Single Ad Grants Campaign
Unique Website Visitors
For our organization, Media Cause is a trusted partner whose commitment, dedication and value is seen by every member of the team.
David Curtis, VP of Technology at Global Healthy Living Foundation, CreakyJoints
Discovery & Analysis
Before we can achieve a client’s goals, we need to know the lay of the land. Our discovery process allows us to assess existing efforts, successes, and opportunities before we dive in.
Build & Engage Communities
Individuals allow organizations to achieve goals of all shapes and sizes. We seek out the right people and inspire them to get involved and take action.
Tracking digital efforts provides a clear path to optimizing and prioritizing next steps. It can take a minute to set up, but is always, always worth it.
To streamline our content-focused strategy, we leveraged keyword research to determine which keywords have the most search volume. We were able to find a superstar keyword in ‘gout’, which had 300,000 searches per month with low competition.
We provided CreakyJoints with a strategy for content development that focused on keywords that would provided the best opportunity at the lowest cost. This included a 10 page guide that would be available for download upon membership registration on the new keyword-focused landing page. Our plan included the implementation of gated content strategy – optimizing CreakyJoints-branded content to enable a high rank for keywords, and adding an email submission [or registration ‘gate’] to valuable content on their website.
Real-time measurement of our efforts was key to optimizing the performance of Google Ad Grants and Facebook ads and creating a funnel for highly targeted users. Installation of Google Analytics event tracking and source tracking in MailChimp allowed for clear analysis of acquisition paths.
To gain better insight into how digital advertising engagement translated on the CreakyJoints website and landing pages, we tracked the user path from ads that resulted in membership registration. We were able to directly attribute membership acquisition to specific content and better inform future strategies with a focus on driving new members.
Our plan of a keyword-focused strategy, optimized landing pages, Google Ad Grants, and Facebook advertising not only helped CreakyJoints achieve its membership acquisition goal, but got important resources in the hands of people with arthritis.
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