Tag: Tactic

Create a personal connection between the donor and the girls.

Providing donors with opportunities to show pride and discuss their allegiance to the PH family is a valuable way for PH to continue creating deeper, more personal connections, and also gain traction with potential new donors (referrals).

  • “Drawn Dreams” — girls draw, paint etc. their personal aspirations
    • Frame art to send to donors over a specific $amount$
    • Compile artwork (and maybe images?) into a coffee table book
    • Share artwork in e-newsletters, email blasts, and other advertising
    • Give the gift of donation (gift of education, gift of empowerment, etc)
      • Purchase framed art or book as gift, proceeds are donated to PH
    • Share success stories, progress, and updates from volunteer trips (such as Westminster’s) with donors through email and social media.

Communicate regularly with donors

Emphasis on the impact and success of donor’s contributions throughout E-newsletters and annual reports will promote feelings of pride and deeper emotional connects to the PH and Dodson family. Strong messaging of what “we accomplished” should be used throughout.

  • Add each donor to a monthly e-newsletter to receive monthly organizational updates.
  • Include photos and recaps of new projects, or groups that visit the girls.
  • Include information regarding any milestones for the organization and the girls.

Develop a Donor Appreciation and Engagement Campaign

PH local donors have the privilege of joining the Dodson and PH families for a pot luck dinner each year. This personal dinner is important to the donors and it creates strong, family-like bods between donors and the Dodson family. Our goal is to develop these types of connections between all PH donors, not just the locals, and throughout the entire year, not just at the annual dinner.

  • Send a thank you letter to every donor; include images and stories, message is “your donation allowed us to do XX”.
  • Invite each donor to a PH event either as high priority, early access, special offer, etc.
  • Send newsletters and girl updates consistently and frequently throughout the year. (In addition to the annual newsletter, send monthly or quarterly updates that include many photos and stories to continue the development of the family connection.)

Connect with and play off girl empowerment and educational movements

Steps to Implement

  • Follow social channels of high profile organizations with similar missions and share their content.
    • e. Amy Poehler’s Smart Girls
  • Respond to viral movements such as Always’ “Like a Girl” by sharing PH’s “Like a Girl” thoughts.
  • Engage a volunteer base in the U.S. (perhaps connected to Ana) who is already tapped into these movements and can manage some aspect of this social media corner

Leverage Other Girl Power Movements

The Girl Effect: Peruvian Hearts shares the same mission as TheGirlEffect.org, a nonprofit with excellent name and SEO recognition, and can leverage the “Why Girls” and “Girl Effect” movement.

  • Create keyword content on the PH website to increase SEO with why girls and girl effect internet searches
  • Use social media hashtags when referencing the movement
  • Create activist selfie signs for the movement
  • Piggy back on related events, anniversaries, etc.

Create and Share the Stories of Individual Peruvian Heart Girls

Steps to Implement

  • Identify individuals to be featured in messaging.
  • Interview each girl involved to narrow down to a story or idea to represent.
  • Determine creative needs and direction (photo, text, translation needs, etc.).
  • Distribute across channels (suggestions and specific ideas listed below).

For Immediate Use

Use the descriptions and outlines below to help you implement this tactic in your communication strategy:

Monthly E-Newsletter

Keep donors connected to PH and PH girls by sharing stories and updates through regular consistently formatted e-newsletters. The stories/content for the e-newsletter can be posted on a blog within PH’s website. Once a month 3 to 4 girls write a short post about a recent PH experience or memory – a field trip, finishing a project, a mentor visit etc. The post is written in first-person, translated to English for the target audience, and posted to the PH website by a PH administrator. Blog posts can be shared on social channels and in monthly or quarterly e-newsletters.

Social media posts

Task different girls each week with sharing a Tweet-length experience or story on PH’s social media channels. The girl writes the post in first-person, it is translated to English for the target audience, and it is posted to PH social channels by a PH administrator. Link to a donation page, engagement opportunity, or PH awareness site.

Memes

Use stock headshot and action photos of each girl to create meme messages of girl empowerment that make current donors proud and inspire potential donors to share or learn more. Post to social channels.

Example messages could be: “With education I am my own hero,” “With education I empower myself and my country,” “I am the power in Peru,” I will power Peru,” and “Books make me brave.” Each message followed by @PeruvianHearts or #PeruvianHearts. Link to a donation page, engagement opportunity, or PH awareness site.

Selfie Signs

Girl empowerment messages created by taking a photo of a PH girl holding a small dry erase board or paper sign with a message (in English) written on it. Example messages are similar to the meme examples. Post to social channels with appropriate hash tags. Link to a donation page, engagement opportunity, or PH awareness site.

Create brand messaging plan across all platforms

With the brand now defined, established, and represented effectively, PH should next focus on generating awareness of the brand through the most important element of the organization: the young Peruvian woman who inspired the organization. Messaging should use the BPS as an anchor to generate consistent brand positioning.

Steps To Implement

Ready to Use

Material examples provided with the delivery of this IMC plan.

  • Template for press release with BPS used as boilerplate
  • Template for email with BPS incorporated
  • Social Media Profile Descriptions
  • Suggested PH description (using BPS) to be used in social media channels—descriptions vary depending on channel’s character limits
  • Hashtags that draw from BPS, USP, and persuasive statements
  • Visual and messaging style guide starter
  • Template for capturing the girls’ stories.

Back to Strategy 1.1

Clarify Peruvian Promise

Peruvian Promise is an extremely confusing element of PH. The current social media posts, interviews/videos with Ana and the girls, and newsletters sent out by PH all encompass the goals and mission of Peruvian Promise, which is currently represented as a separate element of PH. Because of this, our team strongly recommends that PH not separate Peruvian Promise from PH, but rather, take on the goals and mission of Peruvian Promise as part of its brand, and eliminate references to Peruvian Promise as a subsidiary element of PH. This means that Peruvian Promise would no longer exist as a separate element of PH but rather IS Peruvian Hearts.

Steps To Implement:

  • Rename the “Peruvian Promise” tab on the website homepage to something that encompasses PH’s overarching mission and does not separate Peruvian Promise and PH. Suggestions include: “Empowering Girls,” “Our Promise,” “Our Work,” or “Our Mission.”
  • Reduce the general use of the term “Peruvian Promise”
  • Shift use of the term “Peruvian Promise” to the Dodson family’s commitment to help the young women served by Peruvian Hearts.

Back to Strategy 1.1

Adopt the Brand Positioning Statement

The brand positioning statement our team produced effectively defines the PH brand:

Brand Positioning Statement

Peruvian Hearts works to end poverty and gender inequality by educating young women and creating community leaders in Peru—one girl at a time. Peruvian-born Ana Dodson developed this nonprofit organization to enable young women to embrace education, believe in their own power, and dream of a life beyond the conditions into which they were born.

Steps to Implement

Back to Strategy 1.1