Re-engaging community for
ORACLE CANCER TRUST
Oracle were looking to re-engage their online community after a quiet period on their social channels and ahead of creating a new strategy for the charity. This was during the run-up and duration of its important fundraising drive, The Big Give and the festive period.
They were looking for:
Heartfelt copy that brought across the stories of people affected by different head & neck cancers
Social content that could bring together their various projects under one story that appealed to their readers
Outreach social content to re-engage with organisations that would help share the Oracle core messaging and support the fundraising drive, as well as share their survey that would help set their future strategy.
The Results
This proved to be a great way to re-ignite relationships - people were happy to help when asked, particularly with a specific and relatively simple task, in this case, to share content.
Content that was easy to view and informative performed best, so we were able to quickly create more of this to encourage followers and other organisations to share. This tweet was easy to share and connected with the communities we were trying to reach.
At the end of the project, we saw the following:
above-average engagement across all social platforms
39% increase in profile visits on Twitter
50% more tweet mentions
“From the external social support we received from Hayley, our team were able to elevate their expectations of what our campaign set out to do. It also performed a role of some important myth-busting around how willing other organisations were to collaborate, which has played out in how the charity has set its new strategy.”
— Teresa Forgione, Fundraising Manager