Legacy Family Center
Methods Used: Secondary research, Comparative Analysis, Touchpoint Map, Prototype-Personas
Tools Used: Figma, Canva, Zoom, Slack, Google Docs
Map of outgoing messages
Client
Legacy Family Center is a 501(c)3 nonprofit organization. Their goal is to address unmet social and educational needs of children and their families with emphasis on West African immigrant communities through partnerships and collaborations with the wider community.
Problem
My team and I were approached by Legacy Family Center to develop a Multi-Touchpoint Strategy to help them launch a new reading Initiate.
Solution
Our team researched together, then divided up opportunities into 4 distinct different directions. My teammates worked on an analog awareness campaign, a new user onboarding plan a digital tools plan while I created a new Communication Strategy.
Research
After combing through the creative brief, we held a Stakeholder Interview with the client. My questions surrounded their current communication needs and how they were currently being addressed. I also explored what goals they had for their future messages.
Research was done as a team, but everything surrounding the new Communication Strategy is my own work.
Secondary Research
To craft a new communication strategy for the Legacy Family Center, I started with exploring where and what they were communicating. They have a wide variety of messages headed to many users with each with specific needs.
Remote Interviews
I thrive in teamwork, and jumped and the chance to conduct remote interviews as a team. At each interview, we rotated reading from the protocol we wrote together. We used this opportunity to learn about the space and test some early storyboards and concepts.
Invision Board
Our Team shared a board on Invision where we collated our data and findings. My teammates shared demographic data, comparative analysis and photos of the community. I added touchpoint maps and an infinity diagram of social media messages.
Proto-Personas
To help me construct messages, I built 3 proto-personas from the data gathered by the team. Each persona represented a key player in the new reading Initiative.
Key takeaways from my research
Discovery: Dealing with Social Media is taking up too much time for the Client
Impact: During our stakeholder interview, our client explained they were spending ‘way too much time” on social media, and wanted to instead focus on the literacy program and raising money.
Discovery: To get to the next level, Legacy Family Center needs more funding.
Impact: This discovery meant I needed to included a communication strategy with philanthropic messages too.
Opportunity Space
Time Consuming
After researching Legacy Family Center’s virtual footprint, It was easy to understand why the client was having a hard time with it. They were on donation sites requesting funds, volunteer sites looking for volunteers and traditional social media to connect with her local community. That is a lot of messages.
No Amplification
For all the time and effort, the client was not getting a return on their social media. Posts on Facebook had limited engagement and posters in the hallways drew even less attention. They were putting communications out, but without proper amplification, these messages were not reaching their audiences.
Uncertain Direction
There was a destination, a robust learning program and new construction on a building to house Legacy Family Center. Unfortunately, there was not a map to get there. The client knew they would need large grants to active their goals, but didn’t know how to do that.
Strategy
Social Media Kit
Making a plan and building in communication automation is the key to saving time. The social media kit features a library of pre-created Facebook and Instagram posts (with images,) a style guide for voice and tone in future communications, and additional recommendations.
Family Engagement Plan
With the help of an accessibility consultant, I created 11x17 tempted posters for the client. This family engagement plan was designated to help streamline and amplify the clients message.
Philanthropic Roadmap
With Secondary Research and Interviews I created a philanthropic roadmap. This guide pointed the client in a good direction and started them on their philanthropic journey. This guide featured tips for success, potential partners and search recommendations.
Deliverables
Post Library
Mirroring the posting frequency and content theme of other nonprofits in the space, I delivered a post library with my recommendations report. This library had a posting date, content and recommend image. The images were delivered to the client in a dropbox folder with the report. The report encouraged the client to use hootsuite to schedule out posts throughout the summer. With this, the client can spend 2 hours to setup, then copy and paste into the software and not need to worry about another social media post until the fall.
Poster templates
A large white square has intentionally been left blank on each of these poster templates. This is so the client can quickly write in any details with a marker. When the client is planning their next pizza party, can easily amplify their message with an eye-catching poster.
Recommended Partners
The recommendations report had 3 partners for the client to reach out to. The Minnesota Council of Nonprofits is dedicated to providing information and training for nonprofit organizations. The Minnesota Council of Foundations has a special resource section for nonprofits. Lastly, Catchafire is a networking organization focuses on connecting nonprofits with volunteers who are interested in helping them with short term project support.