COMMUNITY PROJECTB Hunter & Flower Wu Yanzi
Introduction and outline
Recap context of the project
Outline of the project
Deliverables
Outputs and feedback
Challenges
Suggestions for improvements and future work
Conclusions
St Ann’s Hospice
Greater Manchester’s largest hospice
Established nearly 40 years ago
Serves a population of approximately 1.2 million people
Provides palliative care for those with progressive diseases & life threatening illnesses
£6 million of income per annum required from fundraising
Manchester Midnight Walk
Largest fundraising event organised by St Ann’s Hospice
10 km walk around Manchester city centre, starting at midnight
Raised in the region of £250,000 in the first two years
Friday 2nd July 2010
Target is to have 4000 walkers at this year’s event
Project overviewProduction of social media toolkits - for staff and supporters
Production of promotional and instructional videos
Local blogger engagement
Deployment of activities across Twitter, Facebook, YouTube etc. to promote Manchester Midnight Walk
Monitoring and measuring of social media activities to promote Manchester Midnight Walk
Follow up interviews with staff and supporters about social media toolkits and usage
Image c/o Matt Hamm
Videos
Worked with St Ann’s to create a brief
Video promoting the Midnight Walk
Video social media tool kits
Distributed online
Image c/o Horia Varlan
Midnight Walk Blog
Posterous | manchestermidnightwalk.posterous.com
Collaborative / multi-author
Sustainable
Integration
Image c/o inju
Midnight Walk blog
Social media toolkits
St Ann’s Hospice website
6 documents
Consultation with volunteers
Syndication - online & offline
Image c/o geoffrey_haberman
Additional activities
Blogger & Twitter engagement
Twibbon
Hashtag | #night2remember
Spotify
Image c/o minifig
Outputs & feedback
Image c/o kevinzhengli0
250
500
750
1,000
Twitter Facebook
Over 800 unique visits since January 2010
Toolkits have had 100 hits on SAH website + email requests
“I really like the resources produced for @StAnnsHospice Very useful!” - Fundraiser for Action for Children in Conflict in Kenya
“The online fundraising guides have given us a massive push forward in terms of empowering our supporters to raise money for us online. Many of our supporters are slightly nervous of using online methods and are daunted by setting up Facebook pages, Twitter accounts etc. – but now they have the perfect tool to ease them in with confidence. We have wanted to produce similar guides for some time now but just haven’t had the resources, so this is a massive thing for us” - Senior Communications Officer for St Ann’s Hospice
Challenges
Difficult filming conditions for example lighting
Engagement
Extensive and open scope of project
Time consuming
Image c/o kevindooley
Image c/o smlp.co.uk
Moving forward...
Expanding and maintaining relationships
Exploring new technologies
Creative approach
Long term sustainability and growth
Widening participation
Conclusions
Engagement isn’t easy
Time heavy
Long term strategy
Exploring new technologies
Social media embedded into the practices across SAH
More than fundraising and MMW
Image c/o 姒儿喵喵
Any questions?