Moira Kelly Creating Hope Foundation

Marketing Strategy

Marketing Strategy Overview
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 logo design.

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 this.
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 posts.

Figure 1: The response/reacts of Moira Kelly Foundation’s post on facebook, for the last 4 months

From this, we can see that the Moira Kelly Foundation posts about once a month on their Facebook page.
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 frequently.
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

Creating An Effective Content Strategy

80/20 rules:

  • 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 stories
  • 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 colour


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

How Did We Choose When to post?


Best times to post on social media for nonprofit:

  • Best times to post on Facebook for nonprofit
    • Best times: Wednesday 10 a.m.–5 p.m.
    • Best day: Wednesday
    • Worst day: Saturday (minor difference)
  • Best times to post on Instagram for nonprofit
    • Best times: Wednesday 10 a.m.–6 p.m.
    • Best day: Wednesday
    • Worst day: Sunday
  • Best times to Post on Each Day Based on Engagement on Both Platforms
    • 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
  • Use hashtags
    • 5-10 per post
    • hashtag campaign
      • 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
    • encourage engagement
    • Tag-to-enter challenge
  • 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, interactive advertisement