Context and challenge
A nonprofit providing health education to families needed a clearer digital strategy. Through Digital Trust Builders, Paul helped it decide where to focus its effort so that a larger audience could support growth in paid membership.
The organisation needed priorities it could act on, with its choice of channels guided by the people it wanted to serve.
Actions
Paul worked with the client to structure its digital marketing strategy around the audience and its services. The team focused on Facebook and disengaged from Twitter, concentrating its social media activity on the channel selected as most relevant to families.
This gave the client a practical direction for audience development and a clearer connection between digital visibility, enquiries and membership.
Results
The worksheet records Facebook growth from 2,000 to 160,000 followers. Annual paying membership rose from zero to 2,000 and later to 4,000.
These figures show audience and membership growth during the programme. The available source does not isolate the effect of the channel decision or provide conversion rates, so the case makes no claim that Facebook alone produced every membership.
What this case demonstrates
A useful digital strategy makes choices. Concentrating on a relevant channel can give audience development a clear purpose and connect it to the organisation’s services.
Historical case study based on a worksheet last modified in August 2022. Figures describe the milestones recorded at that time. This article is one of three complementary perspectives on potentially overlapping work; their results should not be added together.