The Canadian Centre for Refugee and Immigrant Healthcare spends 95% of its funds on direct patient care and 5% of its budget is allocated to administrative and fundraising efforts. With a limited budget and personal, CCRIHC approached us to help them create a fundraising infrastructure and marketing plan that would help them reach more patients and donors.
An infrastructure needed to be setup that allowed the organization to measure its success based on quantitative metrics that yielded greater ROI and user engagement. Quantifiable metrics applied to marketing initiatives allow organizations to access the efficiency and tailor content and delivery methods for their specific audiences. The CCRIHC audience base consisted of patients looking for information on the services provided and potential donors looking to contribute to the sustainability of the organization. Each of which require a different methodological approach to ensure higher user engagement and retention.
Behavioral reports illuminated the importance on tracking donors and potential donors across multiple mediums and using market segmentation to deploy campaigns. Thus, reducing frequency and increasing potency. Furthermore, content and campaigns being deployed followed an order of 3 cultivation initiative to 1 solicitation initiative. It was important to showcase how the organization was utilizing its current resources to help people and showcase its effectiveness prior to solicitation.
The Strategy would be two pronged to help target both demographics. The website would serve as the central hub for information and help strengthen brand awareness. Our SEO experts were vigilant in the process of optimizing the website for long-term natural growth. Key search terms used by patients were embedded into the content to gain traction. Analytical software integrated on the backend helped tract key data such as pages viewed, number of visits and helped gauge the contents relevance and usability for the end user. Furthermore, the dynamic site was structured to be easily modified with limited technological knowledge allowing the staff to make changes to the content based on back-end analytics and ensure its fit for the target audience.
While patients could be easily reached with a natural approach, donors require solicitation and active campaigns to achieve favorable outcomes. Our research centered on the 30-year behavioral study of donors in Canada by Imagine Canada. The report illuminated the importance of accountability of funds and excessive solicitation as the primary barriers for a lack of donations amongst all age groups. Integrating a CRM that seamlessly synced donor information from different platforms like QuickBooks Mailchimp, Eventbrite and Stripe allowed the organization to monitor and tailor each marketing initiative to fit the desired target audience. Segmentation reduced the frequency while increasing the potency of each marketing initiative. Campaigns were further broken down into two primary objectives. Cultivation initiatives were deployed to help elevate brand awareness and showcase the great work the organization was doing with donor money and solicitation initiatives when needed to sustain and grow the organization.
CCRIHC ranks number #1 for search terms related to refugee clinic. The website receives over 60,000 active users a year and serves as an authoritative source on google for Refugee and Immigrant healthcare information. The CRM integration and donor initiatives were deployed in December 2019 and the first quarter of 2020 saw an increase of 670% in funds compared to the first quarter of 2019.