3 Ways to Make Your Non-Profit Resonate With Supporters

tin-roof

I’ve been involved with non-profits in some capacity for practically my whole life–since my aunt and uncle (with whom I’ve very close) started working in Nicaragua in Central America when I was just 4. They founded the Tin Roof Foundation in the mid-1990s, a 501(c)(3) that is dedicated to equipping kids, young people and families with the skills and tools they need to become self-sufficient, productive members of their communities.

Really in the past 5 years, I have become even more involved with Tin Roof through co-running our Facebook page, developing and executing the marketing and social media strategy for our annual fundraiser and working at the event. Here are 3 ways to make the stories your non-profit tells resonate better with your supporters.

#1: Make It Personal

People love personal stories. When it comes to non-profits–especially those that work in other countries–most donors will never meet the beneficiaries. So, telling personal stories and sharing photos is a super effective way to connect donors to beneficiaries.

#2: Make It Relevant

At the end of the day, we are all human and have the same basic needs: food, shelter, security, love. Making the stories personal also helps to make a foundation’s work relevant to donors–since they can more easily connect with a person whose life has aspects that parallels their own. For example, a mother in the U.S. with a baby and a toddler can connect with a Nicaraguan mother with children of similar ages and, therefore, facing similar challenges of raising and caring for multiple children.

#3: Make It Poignant

When you’re sharing stories about individuals your non-profit helps, making those stories personal and relevant will help to also make them poignant. The stories you share should be touching and impactful. Here at the Tin Roof Foundation, we share the following types of stories that seem to resonate well with our supporters:

  • Young people who have been able to attend secondary school, university or trade school thanks to the support of Tin Roof.
  • Individuals who have been able to start a small business, such as basket weaving, jewelry making or chia plant growing, thanks to the support of Tin Roof.
  • Children who have faced and conquered a debilitating medical condition thanks to Tin Roof, that would have otherwise likely have gone untreated.

2016…off to a great start!

typewriter

I’m way past due for a blog post, so I thought I would write a quick post on what I’ve been up to in 2016 so far. I hope everyone else’s new year is going just as well!

I continue to work as a contract content specialist for my longest-term customer Vantiv, creating Help articles, training content (such as how-to video scripts and PPT decks) and marketing support for their revamped customer-facing payments processing platform, Vantiv iQ. It’s been a huge undertaking; I’ve been on the project since July 2013 when I was brought on to conduct user research in the field. I feel privileged to still be working with the team, and am looking forward to this project coming full circle later this year.

I’ve also been engaged by Vantiv’s Marketing department to write a regular, year-long blog series. I write 20+ research-based blog posts per month about topics of interest to merchants that process electronic payments, including credit and debit cards, EMV chip cards, digital wallet, mobile payments and NFC payments.

While the above two Vantiv projects are a close to 40-hour-per-week commitment, I also continue to support a variety of smaller projects for other clients, including:

  • Serving as a writer on the large website refresh project for Riley Hospital for Children at Indiana University Health. I have refreshed web copy for 5 service lines so far, and continue to be brought in on more content as needed.
  • Serving as project manager and writer for the website refresh of Chicago-based genetic testing company Insight Medical Genetics.
  • Serving as content strategist and writer for the major overhaul of the 1,000+ page intranet site of Intuit.

Let’s work together in 2016! If you need freelance writing, editing or content strategy support, shoot me an email today: danielle.quales@gmail.com.

3 Ways Your Hospital Can Use Periscope

periscope

You’ve probably heard some buzz about Periscope (it hit 10 million users this summer), but have you thought about using it at your hospital?

Here’s why you might want to: Periscope is about seeing the world through someone else’s eyes, in real time. Imagine if you could show the world what life is really like at your hospital. Download the app, browse a map for live streaming video and click on a user to get in on the action.

Once you’ve done that, check out these ideas on how to use Periscope at your hospital:

  • Interviews: Followers love to see other people and hear their perspectives. Use your hospital’s Periscope account to broadcast interviews with a doctor who is pioneering a breakthrough procedure, a nurse who has gone above and beyond or a patient who had a great experience at your facility.
  • Facility tours: Use Periscope to provide followers with a “sneak peek” of facility upgrades you’ve been making, a new wing slated to open next month or your redecorated pediatric floor featuring bright, cheery colors. Provide a brief tour of your labor and delivery area to share with OBs whose patients will be delivering at your hospital.
  • Events: Shoot video of events at your hospital, so that those who can’t be there in person can still share in the fun. Fundraisers, groundbreakings and award ceremonies are great, celebratory occasions to include videos of on your Periscope account.

On Periscope, you don’t have to worry about getting these videos professionally edited. People want “raw,” real footage that provides an insider look into the everyday workings of your facility, your staff and your patients. Viewers want to see your hospital through Periscope, just as they would see it as they walk through your hallways.

Originally appeared on WriterGirl & Associates.

5 Ways Your Physicians Can Help Build Your Brand Identity

doctors

As a marketer, you already know how important your hospital’s brand identity is. But do your physicians understand how much they can help build your brand?

Here are a few ways to engage your physicians to help build your brand identity:

Treat them like brand ambassadors: If you’re not already, now is the time to make a conscious effort to engage your physicians in the brand identity (and overall marketing) efforts. Remind them how important they are in the marketing process. Physicians can help your hospital differentiate itself with a compelling, consistent and comprehensive brand identity that helps it stand out from the other healthcare organizations in your area fighting to capture consumer attention. Getting buy-in for your hospital’s latest marketing campaign from your physicians and other staff may seem fairly basic, but it’s something that’s too often overlooked. Because they’re on the front lines every day with direct patient contact, physicians are well-positioned to become your top brand ambassadors.

Show them the numbers: Because physicians are fundamentally scientists, they react well to seeing statistics and other numbers, in plain black and white. Show them how your hospital’s recent social media efforts have driven traffic to your website’s “Contact Us” page, for example.

Be specific: Physicians are extremely busy people with limited attention spans for action items outside their normal day-to-day schedules. Be sure to assign them clear tasks with established deadlines. Most physicians are happy to provide points of differentiation for their service line,  but need clear direction on such tasks with a set due date.

Communicate industry insights: Not only should you continually educate your physicians on the latest happenings on your internal marketing campaigns, you should also keep them in-the-know on what’s going on in the wider healthcare marketing industry. Trends like social media marketing or physician blogging may seem like old news to you, but not to your physicians.

Find a common goal: Physicians close the sales loop for your hospital — determining whether or not that patient will continue doing business with your hospital, or even refer others there. Remind your physicians that promoting a positive, consistent brand identity is, in the end, about boosting your bottom line.

Originally published on WriterGirl & Associates.

5 Ways to Maximize Your Contract Writing Team

writing-team

Let’s say you’ve made the decision to engage the time and talents of a contract writing team to beef up the content of your website. Now, what? To be sure you maximize your contract resources, keep these tips in mind:

Firm up your site map now. We can’t stress how important it is for you to engage your service line leaders, marketing team and IT support in order to create a highly detailed site map before the writing team comes along. An effective site map should include a listing of all pages, subpages and specific content that should be included on each page. If you don’t have the site map ready for your writers, you run the risk of the writers themselves burning a ton of hours fleshing out the site map — and their time is much better spent on writing.

Gather SME information. Communicate with your subject matter experts (SMEs) in advance to let them know the outside writing team will be contacting them. SMEs are usually busy doctors who don’t have a lot of time to sift through their email and it’s easy to ignore a message from an unfamiliar email address. If you can walk down the hall and chat with Dr. Smith about being a SME for your upcoming writing project or send an introductory email to introduce the writer, it can help keep things moving.

Settle on your brand voice and editorial style. Try to come to an internal agreement on your organization’s brand voice, as well as the editorial style and formatting you would like the writing team to use. Is it “healthcare” or “health care”? It’s up to you.

Be realistic about your internal team. Sure, you probably have a super internal marketing team and service line leaders that would love to help out on the writing that needs done, but you’ve hired a contract writing team for good reason: there simply aren’t enough hours in the day! At the same time, make sure the appropriate internal folks budget several hours each week to tackle edits, provide feedback and answer questions for the contract writers. If not, you run the risk of your writing project getting delaying because the writers are waiting for answers or edits that are impeding them from moving forward on the project.

Review sample pages. Especially when the writing team begins work on a new service line or when a new writer is brought onto the team, we recommend working with the team to review a couple sample pages to make sure everyone is — ahem — on the same page before charging ahead. There will likely be several rounds of reviews between the writing team’s own editor, your marketing department and SMEs, so make sure the content is on track before asking for too many hours out of everyone’s busy schedules.

Originally published on WriterGirl & Associates blog.

What Type of Content Audit is Right for You?

content-audit

Does the phrase “content audit,” make you want to hide under your desk? Run away and scream? Stress eat all the M&M’s at your desk?

Don’t worry. The idea of doing a content audit for your hospital’s website doesn’t have ruin your day. In fact, a content audit can help make your days easier. A content audit allows you to comprehensively and accurately understand your website better.

All you have to do is pick the content audit that’s right for you. We know that oftentimes, a budget drives breadth and depth of a content audit. But we believe any type of content audit —done well — is going make your website better.

  1. Quantitative auditJust like it sounds, this is a basic list of all of the content in your digital properties. Use this type of audit when you need to quickly determine how much content you have.
  2. Qualitative auditHere you perform a more in-depth analysis of all of the writing, multimedia, accuracy and value of the content. Use this type of audit when you need a deeper understanding of how valuable your content is.
  3. Mapping audit: Here you visualize the content in the form of a site tree, but it’s more than just the Information Architecture (IA). You highlight relationships between the pieces of content, allowing you to understand how deeply layered your site is. Use this type of audit when you need to build a case for creating new content or changing something in your IA.
  4. Rolling audit: This is an ongoing, cyclical process that involves choosing one branch of your site in which to begin your audit, fully auditing that branch and then, in turn, auditing the rest of your site branches. Once you reach the branch in which you began your audit, begin again.
  5. Thin slice audit: When you have limited time or budget, audit a few select pages within a site branch to get a “thin slice” view of the content that lives in this section. We don’t recommend this type as a long-term strategy.

Need help with your next content audit? That’s what we’re here for. Email us today to find out more.

Originally published on WriterGirl & Associates blog.

How Helpful is Your Hospital’s Website?

hospital-website

Is your hospital website designed for the patient? If it’s not, they’ll be unhappy.

Need proof? Kentico Software recently released a survey that showed 71 percent of people said their healthcare providers’ website could be more helpful.

The survey also uncovered a list of the top “wish list” items that patients want. Take a look at the top three items on the wish list, along with ideas on how WriterGirl is helping our clients make their websites more helpful.

  • Making “Contact Us” easier. The contact page — with its prominent location in the top site navigation — provides multiple options for contacting Houston Methodist. Patients can use an online form to schedule appointments or call to make an appointment using a local, toll-free or international-friendly phone number. The Texas hospital also provides clear contact information for billing questions and career opportunities.
  • Ease of finding information and getting questions answered. El Camino Hospital’s new website features simple navigation that connects users with answers to their healthcare questions. The website homepage even features estimated ER wait times. This newly redesigned website provides a lot of relevant information, all organized in a structure that makes sense to patients – not just the hospital personnel!
  • Healthcare professional biographies. We worked with Washington, D.C.-based MedStar Health to develop personalized provider biographies for their website. In most cases, we were able to interview the providers to ask for details about their education, experience, clinical expertise and even their personal life. Including provider biographies on a healthcare website is a great way for patients to personally connect with their physician, nurse or midwife.

Originally published on WriterGirl & Associates blog.

El Camino Hospital Debuts Dazzling New Website

el-camino

Want to see an example of a hospital website that puts the patient first?

Take a look at what’s going on at the Silicon-Valley based El Camino Hospital.

True, we’re a bit biased (we helped write 400+ pages of content and still have more to go), but we think you’ll love how it’s easy-to-use, informative and visually appealing — all at the same time.

Here’s what makes it pop:

  • Responsive design. Catering to a patient population that is tech-savvy and likely to access the site from a smartphone or tablet, the website is fully responsive and adaptive when viewed on any device. And of course, the content is, too.
  • ER wait times on homepage. While this may seem like a small detail, including ER wait times front and center on the homepage provides patients with useful information that can help them avoid surprises when they show up for emergency services at the hospital.
  • Simple, streamlined navigation. Designed with patient needs and questions in mind, all major site branches are easily accessible from the landing page. That means patients spend less time hunting around for information they need.

Ready to redesign your website? Contact us today.

Originally published on WriterGirl & Associates blog.

3 Innovative Instagram Posts from Hospitals

instagram

Here’s a stat to think about: There’s more than 300 million monthly active users on Instagram.

Or to put it another way: More people are using Instagram than Twitter.

We love seeing hospitals staying active on this social media platform. Here are a few ideas to inspire your account:

  • Houston Methodist (@housetonmethodist) “We Noticed You” highlights an exceptional staff member with a photo and quote from a patient showing how great they are. What a nice way to honor staff members who’ve gone above and beyond, as well as to show the community how they’re an outstanding healthcare organization.
  • Baptist Health of Florida (@baptisthealthsf) Family Fit Fest — an ongoing health and fitness initiative that Baptist Health sponsors — includes a weekly healthy eating challenge. For this, an Instagram post contains a collage of three healthy ingredients. It challenges families to create a meal using these ingredients and then, share their photos of the creative, healthy meal.
  • Nebraska Medical Center (@nebraskamed)  Nebraska Medical uses their Instagram as a major component in their fundraising campaigns. They share patient stories to inspire donations and make celebratory posts when certain fundraising milestones are met.

If your healthcare system isn’t on Instagram yet, what are you waiting on? We’d love to see the ingenious ways you can make use of this powerful, image-based social media platform.

Originally published on WriterGirl & Associates blog.

3 Hospitals that Virtually Connect Patients with Loved Ones

vintage-card

We’ve all been there — a loved one is currently in the hospital, but work, school, childcare or other obligations prevent us from visiting that person. How do we show that we’re thinking about them, even when we’re unable to visit? Our three clients have found a creative solution to that dilemma:

  • Riley Hospital for Children at Indiana University Health – As a service available for any current inpatient at Riley Hospital, a loved one can complete a simple online form and an eCard greeting will be sent to the patient. The eCard service is offered during weekdays.
  • Baptist Health of Kentucky – Send any patient who is currently in the Emergency Room or receiving outpatient surgery or diagnostic testing an eCard, which will be delivered by a volunteer within 24 hours, Monday through Friday.
  • Broward Health of Florida – Choose a personalized image and send an eCard to anyone currently in a Broward Health facility.

Best of all, eCard services are free to the patient’s friends and family, as they are delivered by volunteers at most healthcare facilities. What a great way to show someone you care and are thinking about them, when you aren’t actually able to visit the hospital.

Originally published on WriterGirl & Associates blog.