an analysis of online strategies used by boston-area feeding assistance programs feeding families in...
TRANSCRIPT
AN ANALYSIS OF ONLINE STRATEGIES USED BY BOSTON-AREA
FEEDING ASSISTANCE PROGRAMS
Feeding Families in Need
Meghan JohnsonMS/MPH Health CommunicationTufts University
Feeding Boston’s Homeless and Needy
Haley House
Community Servings
Boston Rescue Mission
What do they have in common?
A mission to feed and serve Boston’s homeless and low-income population with dignity and respect.
Where do they work?
Boston Rescue Mission
Haley House Soup Kitchen
Haley House Bakery Cafe
Community Servings
What are their differences?
Haley House Community Servings
Boston Rescue Mission
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Operational Budgets FY12
What are their differences?
Hal
ey H
ouse
Comm
unity
Ser
ving
s
Bosto
n Res
cue
Mission
0
2
4
6
Number of web personnel*
*This number include pro-bono, interns, volunteers, and paid staff.
What are their differences?
Haley House Community Servings
Boston Rescue Mission
0
10
20
30
40
50
60
70
Charity Navigator Score
What are their differences?
Social media usage
Haley House
Community Servings
Boston Rescue Mission
What are their differences?
Social media followers
Haley House Community Servings
Boston Rescue Mission
0
500
1,000
1,500
2,000
2,500
3,000
FacebookTwitter
What are their differences?
Hal
ey H
ouse
Bosto
n Res
cue
Mission
Comm
unity
Ser
ving
s0
2,000,0004,000,0006,000,0008,000,000
10,000,00012,000,000
Alexa Global Traffic Rank
Haley House
Haley House
Strengths Weaknesses
Visually appealing website
Consistency in branding across multiple platforms
Excellent use of photo5 web personnel
Difficult to navigate website
Underutilized social media outlets (ex. Yelp, Blogger, LinkedIn)
Poor tracking and feedback mechanisms
Haley House
Opportunities Threats
Compelling client storiesConnections to hunger,
nutrition, public health & social justice communities
Downturn in the economy focused national attention on food assistance and poverty
Access to numerous universities for steady stream of interns/volunteers
Competition: Other organizations in the Boston region are involved in hunger/nutrition community
Downturn in the economy may limit funding or pro-bono efforts
Haley House
Recommendations
Improve navigation and create site map
Expand social media presence
Create digital communication goals and start tracking against them
Better integrate blog into online communications
Create feedback solicitation systems
Community Servings
Community Servings
Strengths Weaknesses
Uses many social media channels
Clean and consistent look & feel
Dynamic, engaging content
Larger budget and 3 available web personnel
Use of recipes
Fundraising and event pages feel disconnected
Lack of tracking & feedback systems
Out-sourcing web design to pro-bono firm
Lack of video/blog presence across channels
Community Servings
Opportunities Threats
Hunger networkBoston’s “foodie”
community Numerous health-focused
undergrad and graduate students in Boston
Downturn in economy has put a spotlight on food assistance
AIDs crisis garners media attention
Saturated health & nutrition community in Boston
Downturn in the economy may limit incoming funding or effectiveness of fundraising appeals online
Community Servings
Recommendations
Create a consistent look and feel for event and fundraising pages
Incorporate engaging media (slideshows and video)
Highlight “Feeding a Crowd” blog
Create mechanisms to solicit and collect feedback from users
Boston Rescue Mission
Strengths Weaknesses
Clean site appearanceEasy navigation & site
mapGood use of photo &
videoProminent donation
and newsletter buttonsConsistent access to
engaging volunteer and client stories
Social media channels are out-dated, not regularly updated
Lack of staff devoted to online presence
Minimal followers/engagement on exiting social media channels
Boston Rescue Mission
Opportunities Threats
Collaborative approach within hunger community
Access to social justice, anti-hunger, & poverty advocates
Down-turn in the economy has focused national attention on food assistance and anti-hunger programs
Economic downturn may limit incoming funding or effectiveness of fundraising appeals online
Competing organizations in the Boston with similar missions
Boston Rescue Mission
Recommendations
Regularly update existing social media channels
Increase number of personnel devoted to online presence
Replace or expand upon testimonials through a blog
Improve systems to track usage and collect user
feedback
THANKS FOR LISTENING!
Questions