CHALLENGE: This was a two week, high pressure campaign focused on getting International Medical Corps (IMC) into the final five of the American Express Members Project $2.5 million giveaway competition. 1,190 projects were nominated for participation in the competition, Amex cardholders could vote for their favorite project, and the top five projects receive a portion of the $2.5 million in grant money.
The challenge that Abraham Harrison faced was to take IMC, a relatively low-profile $100MM per year organization that gets all its money from government grants and had essentially no support base among the general public and activate a mass wave of support and votes for the organization – in two weeks.
International Medical Corps is a global, humanitarian, nonprofit dedicated to saving lives and relieving suffering through health care training, relief operations, and development programs.
STRATEGY: Abraham & Harrison has developed strong relationships with a large group of bloggers interested in humanitarian issues who in turn act as influencers in their communities of readers. The goal, as with all online influencer outreaches, was to earn these bloggers’ support and their willingness to act as repeaters and amplifiers of our client’s message, get their implicit or explicit endorsement, and motivate their readerships to action – in this case to vote for IMC in the Amex Members’ Project competition.
Abraham & Harrison was in constant consultation with the client, advising International Medical Corps on their message copy, their use of widgets, their posting of banner ads, and guiding their broader strategic decisions.
TACTICS: Abraham & Harrison reached out to close to 4000 bloggers across a spectrum of demographics. The Abraham & Harrison team reached out to these bloggers multiple times over the course of two weeks directing them to the Members Project website and the helpful, blogger-friendly Social Media News Release that made blogging on the topic an easy cut-and-paste action. http://internationalmedicalcorps.smnr.us/
Abraham & Harrison also turned to its strong presence on Facebook, Twitter, and several other social networks, building groups and messaging followers as well as the broader Abraham & Harrison community. To drive SEO and further traffic, every one of the over 190 blog posts was posted on Digg and several other social bookmarking platforms.
RESULTS: Within two weeks the team at Abraham & Harrison had achieved close to a 10% response rate to the outreach emails, leading to over 190 blog posts with more trickling in daily. Millions of impressions were made, and given the permanent nature of blog posts and the resultant presence on the search engines, impressions will continue to be made into the future.
International Medical Corps was able to fend off challenges from those organizations in 6th and 7th place, finally finishing in the top five, guaranteeing them a portion of the $2.5MM in grant money.
"Abraham & Harrison has been a tremendous asset to International Medical Corps during our American Express Members Project campaign. Their online strategy and outreach helped introduce International Medical Corps to many new audiences and raised our visibility during this time-sensitive campaign. International Medical Corps was written about in more than 170 blog posts.
"Abraham & Harrison brings a unique approach to online public relations. The worldwide web is a vast space, yet Abraham & Harrison has found a formula to reach out to target audiences, effectively raise awareness and get online readers and activists to take action.
"The entire Abraham & Harrison team has been fantastic. Each team member brings creativity and passion to the cause. Without a doubt, International Medical Corps would engage Abraham & Harrison for another campaign."
Rebecca Milner
Vice President, Institutional Advancement
International Medical Corps
{ 0 comments… add one now }