<aside> 📌 Dear KampungKakis Team,

We've taken the time to understand the incredible work you do at KampungKakis, fostering community support for those in need through your neighborhood buddy system. Inspired by your mission, we propose a partnership to amplify your efforts in volunteer recruitment, fundraising, and raising awareness.

We suggest a six-month engagement, focusing on foundational marketing and setup tasks that are crucial for targeted and efficient outreach. It's essential to us that every dollar you invest in marketing and ad spend is utilized in the most impactful way possible, reaching those who can either benefit from or contribute to your mission.

We understand the importance of your work and are committed to providing the support you need to continue making a difference in the lives of isolated seniors.

Hatch Mediahouse

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Objectives

1. Enhance Fundraising Efforts:
   • Target Increase: We aim to support KampungKakis in achieving a 20% increase in fundraising over the next six months, with a focus on increasing recurring donations and public/corporate donations.
   • Collaborative Tracking and Attribution: To effectively measure progress towards this goal, we propose to collaborate closely with the KampungKakis team to develop and implement robust tracking and attribution mechanisms. This will involve identifying suitable metrics and setting up systems to monitor and analyze donation data on the platforms receiving donations.
2. Elevate Engagement Over Awareness:
   • Objective Shift: Transitioning from a focus on broad awareness to deeper engagement, we will nurture strategies to foster more meaningful interactions with potential donors and volunteers.
   • Strategy and KPI Development: During our strategy sessions, we will sit down with the KampungKakis team to review current data, from which we will set Key Performance Indicators (KPIs) that are aligned with the engagement-focused objectives. This process will ensure that our efforts are measurable and targeted towards concrete outcomes.

• From Low Visibility to High Engagement: Increase the charity's online presence, turning passive followers into active donors and advocates for the cause.
• From One-Time Donations to Recurring Support: Transform occasional donors into committed supporters, ensuring a sustainable funding model.

Key Strategies

1. Social Media Content Strategy

• Instagram & LinkedIn Focus: Tailor content for consumer-facing (Instagram) and stakeholder-facing (LinkedIn) platforms, with a content mix for donor profiles on LinkedIn and a content mix for volunteer stories on Instagram.
• Content Pillars & Calendar: Develop content pillars based on donor and volunteer profiles, incorporating storytelling around elder care, volunteer experiences, and the transformative impact of donations.

2. Digital Marketing Strategy For Impact Communication

• Persona Development & User Journey Mapping: To effectively communicate and engage with potential donors and volunteers, we propose a dual approach that combines persona development with value-based marketing. This integrated strategy ensures that our messaging resonates on both a personal and value-oriented level, catering to diverse audience needs and motivations that can be applied across a range of channels.
• Content Creation Handoff Guide: Develop a guide for KampungKaki's team on creating impactful content to target specific personas, including shooting tips, storytelling angles, copywriting tips for each channel and editing guidelines to ensure sustainability and cost-effectiveness of content production in the future when there is hand-off of processes with everything documented.