The Moira Kelly Foundation is aiming to expand their social media presence based on
recommendations from the previous project group. The Foundation is looking to focus mainly
on expanding their presence on existing social media platforms, such as on Facebook, as
well as expanding to new platforms such as LinkedIn and Instagram. Moira Kelly Foundation
is also looking to reformat its website to be more user friendly and to reflect the rebranded
Overview of Existing Social Media Platforms
The Moira Kelly Foundation has a website outlining details about the organisation and linking
to the donation page. However, as discussed in the previous group’s report, the formatting of
the website can be improved to be more mobile friendly and engaging. Moreover, as the
company logo is being redesigned, the colours on the website should be altered to reflect
The Moira Kelly Foundation has around 3,300 followers on its Facebook page. Below is a
graph detailing all the facebook posts since the start of 2022 and the number of reacts per
post. There was an average of 27.8 reacts per post for the Moira Kelly Foundation’s 2022
Figure 1: The response/reacts of Moira Kelly Foundation’s post on facebook, for the last 4
From this, we can see that the Moira Kelly Foundation posts about once a month on their
As noted by the previous project group, the level of engagement on each
post could be improved through a more consistent flow of information, by posting more
Furthermore, if we look at the Facebook post this year with the most engagement, we can
see specific characteristics in the post.
Figure 2: the most engaging posts of Moira Kelly Foundation on facebook, measured by
number of likes and comments
Figure 3: the least engaging posts of Moira Kelly Foundation on facebook, measured by
number of likes and comments
In particular, it must be noted that the post talks about a specific individual that the Moira
Kelly Foundation is assisting. Comparatively, the post with the least amount of engagement
this year was very general in nature.
Overall Social Media Plan and Priorities
Hire the social media volunteer through Ethical Jobs or Seek Volunteer job boards as potential platforms. This will occur sometime in April after Sara’s surgery
Redesign the Moira Kelly Foundation website, with the new logo and colour palette. We will provide example templates for the website designer to follow as a guide when redesigning the website
Adjust the Facebook page according to the new logo and colour palette. Both the website and Facebook have the blue and yellow colour palette, so we will need to ensure that we adjust these details on all platforms
Create the Moira Kelly Foundation Instagram account to target a younger demographic, ensuring that the new logo is used
Instruct the volunteer to post on facebook and instagram around 3 times per week. Also instruct the volunteer to link the instagram account to facebook posts for the first 3 months of creation. The posts between Facebook and Instagram can be mirrored
Track donations and followers on social media platforms to assess effectiveness of campaigns. There are currently approximately 3,300 followers on Facebook with an average of 27.8 reacts per post on the Moira Kelly Foundation’s Facebook posts. We would need to measure if these metrics improve after implementing the suggestions in this report.
Investigate and implement paid advertising options for July onwards a. (https://benchhacks.com/marketing-benchmarks.htm ), marketing bench
Creating An Effective Content Strategy
Also known as, the Pareto principle
It indicates the distribution between two quantities, in which the changes in one
would affect the other.
When it comes to creating content strategy, 80% of post content should be
informative and descriptive about the event/organisation, while the other 20% would
express promotional intent.
Pareto principle is widely used in marketing industry, to avoid over-advertisement and
overwhelming promotional information.
Effectiveness of story:
Stories are just more memorable than plain promotional text
More than 75% of the people feel that messages/information are driven mainly by
To link back to the client social media activities and response, from figure 2 and 3,
the most responsive post is the one with storytelling, making readers a sense of
connection, and the least response post only shows promotional information. Figure
2 is the post that has the highest number of reacts for the last four months and
Figures 3 has the lowest.
Thus, including stories about the organisation or its operation is crucial to create an
effective marketing strategy.
Another study by Georgia Institute of Technology and Yahoo Labs reports that photos
that contain faces are 38% more likely to receive likes and 32% more comments.
Colour design and post:
People are very visual in nature, and so a suitable colour way could integrate the
message that we are trying to convey.
Recommending using 3-5 colours, with warm themes, complementary colour.
Adobe colour is a free web service, generating a palette for different colour theory.
Figure 4: demonstrate of complementary colourway design with warm theme, on adobe
Marketing Calendar/Content Planner
Re-use posts from facebook to instagram
Looking at the Red Cross social media, they use the exact same posts
between them with no adjustments
General Post: These could include any updates about things occurring within the
Moira Kelly Foundation, or calls to action about gathering donations to help specific
individuals. We generally recommend posts on Wednesday as it has high Instagram
and Facebook engagement for non profit organisations.
Mother’s Day Themed Post: See examples below. Moira Kelly Foundation made a
mother’s day themed post last year. However, it may be noted that we may wish to
use the hashtag #MothersDay, like what was done in the Unicef post. Using a broad
hashtag, may help to get broader engagement
Best times to Post on Each Day Based on Engagement on Both
Monday: 1pm to 3pm and 4pm to 5pm
Tuesday: 1pm to 2pm
Wednesday: 10am to 5pm
Thursday: 11am to 12pm and 1pm to 6pm
Friday: 1pm to 2pm
Saturday: 11am to 1pm
Sunday: 9am to 12pm
Please note that the preferable days to post are on Tuesday,
Wednesday, Thursday and Friday
Wednesday is top priority post day
What to Include in a Post?
Use engaging photos
Use an engaging story
See discussion above
5-10 per post
Coincide with events/dates
Eg. UNESCO created the hashtag #TruthNeverDies to raise
awareness about crimes against journalists. On its own, it’s
pretty self-explanatory, and easy to rally around. Timed to
coincide with the International Day to End Impunity for Crimes
against Journalists, the hashtag earned more than 2 million
impressions and was shared on Twitter more than 29.6K times.
UNICEF and other organisations seems to use hashtags on
special days and events
Popular hashtags for charities on Instagram
#charity has 13.4M posts
#donate has 6.8M posts
#fundraiser has 4.3M posts
#hope has 41.9M posts
#GiveHope has 185K posts (Salvation Army Australia seems to use
this hashtag regularly)
Signal boost with tags and partners
like-minded nonprofits, corporate partners and influencers
Link in Your Bio
Connect Instagram and Facebook
Social Media Posts — Application and recommendations
Social media categorised by their marketing strategy:
What we recommend to Increase engagement by post shows up in followers feed more,