How a Digital Marketing Audit Helped an Animal Protection Nonprofit Engage Supporters Online
Client: Code Animal
Context & Challenge
Code Animal is a French nonprofit that campaigns to end the captivity of wild animals used for entertainment, in circuses, zoos, dolphinariums and as exotic pets. The association is run entirely by volunteers, accepts no subsidies and relies on donations to fund its awareness campaigns, advocacy and animal rescues. It had a website and active social media accounts, with more than 30,000 followers on Facebook in 2019, but no structured plan for turning online attention into support.
A Pro Bono Engagement
Starts volunteered its time to help the association get more from the digital tools it already had, with recommendations a small volunteer team could realistically put in place.
Approach
- ◆Definition of the objectives of the digital marketing strategy
- ◆Audit of the website and social media accounts, including traffic and audience analytics
- ◆Identification of the priority audience: connected people of all ages who care about animal protection in France
- ◆A digital action plan with practical recommendations for each channel
- ◆A curated list of resources and benchmarks for the team
What changed
The association moved from posting channel by channel to a shared plan for engaging its community.
- ◆A clear picture of how each digital tool was performing
- ◆A defined priority audience
- ◆A practical action plan to increase engagement from volunteers and donors on social media
- ◆Recommendations to strengthen the association's presence in the French animal protection space
"Lena volunteered for our non-profit organization through a digital marketing audit and planning project and we recommend her expertise!"