The Anita Mendiratta Foundation
Project type:
Communications strategy
Role:
Communications lead
Location:
Remote/London
The Challenge
Who: The Anita Mendiratta Foundation (AMF), a charity with the goal of ensuring all children have safe access to education and childcare.
​
What: build a communications strategy with a focus on social media to bolster brand awareness, donors and to build trust.
​
Why: as a newly formed foundation it was vital for AMF to reach new supporters and establish themselves as a credible, trusted charity.
The Strategy
Building brand awareness: a substantial bank of copy and visual social media content was created to educate and motivate new and existing supporters.
​
Reaching new audiences: PPC campaigns were used across Meta's platforms to increase follower numbers.
​
Build trust: by establishing a credible social media presence, the charity was 'opened' up to the world. A key tactic was interviewing the founder and members of the board of trustees for a written interview series, humanising the charity and building transparency.​​​
The Outcome
-
Six months of evergreen content that was tailored to the foundation's ToV, mission statement and desired goals.
​
-
A blog series interviewing members of the charity to build brand trust and education. An example can be seen here.
​
-
Comprehensive company guidelines on social media content, management, PPC and visuals for ongoing use as the charity continues to develop and grow.
​
-
Registering and setting up of accounts across Facebook (including Meta Ads), Instagram, LinkedIn, Twitter, Hootsuite and MailChimp.
​
-
Over a period of six months, the foundation achieved:
-
3,700% increase in followers
-
1,770% increase in engagements
-
2,700% increase in impressions across all social media platforms
-
