Channel strategy framework
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Business goals, digital channelsTarget audiences
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1. Help those in need1. People under poverty level
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2. Raise more money2. Potential donors
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3. Raise awareness3. Existing donors
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4. Strengthen the Hypothetic Org brand
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Channels (prioritised order)In chargeTarget audience reachedOverall goals metChannel specific goals (partial goals)KPI's
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hypothetic.orgWeb editorPeople under poverty levelHelp those in needMore people use contact our advisors# of people calling, chatting and emailing. Views of the helpline landing page.
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Potential donorsMore people use our shelter# of people using the shelter who mention the web page as being how they learned about it. Views on the shelter landing page. Views on the contact info landing page.
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Existing donorsMore applicants for our emergency grants# of applications filled out online. # of views on the grant landing page.
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Raise more moneyMore regular donors# of new reg. donors
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More one time donors # of online one time gifts
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More sign-ups to our email list# of subscribers
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Increased retentionVisits to our impact stories. Visits to "My page".
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Raise awarnessMore people signing our petitions# of people signing
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Sharing of our impact stories # of people sharing
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Sharing of our petitions# of people sharing
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More letters to local politicians# of letters registered
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Strengthen brandMore visits to our web pageVisits from organic search. # of views overall.
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More mentions in the press with our page as sourceSearch in press archive for source:hypothetic.org
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More calls from the pressManually registered # of contacts from the media
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facebook.com/hypotheticorg
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twitter.com/hypotheticorg
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Newsletter
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Instagram
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SnapchatExisting donorsRaise more moneyIncrease loyalty # of followers. #of views on our snap stories. #of donors in survey who say they follow us on snapchat. #of screenshots taken. # of snaps send back to us.
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