Rode Kruis creates a powerful community of ambassadors to promote their cause

Client: Rode Kruis – Vlaanderen
Industry: NGO


Rode Kruis – Vlaanderen is an independent volunteer organisation with the mission of defending the interests of vulnerable people, being proactive in emergency-management, promoting self-reliance and organising blood supply, and to care for vulnerable individuals. 

CHALLENGE

What they wanted to accomplish


Rode Kruis-Vlaanderen is an independent volunteer organization under the umbrella of the Belgian Red Cross. Their main mission is to defend the interests of vulnerable people both at home and abroad.

As most NGOs, Rode Kruis-Vlaanderen depends on people’s support to carry out its mission (donations, volunteers, etc.). In order to achieve this, it is very important for them to share their messages with their audience. However, it’s more and more difficult to get organic reach and paid advertising is very costly for their available budget.

Looking for a solution to reach and connect with their audience, they decided to start to ambassador marketing through Social Seeder.

Main goals:

  • Get messages shared with the right audience. Find ways to reach more people organically.
  • Make their messages more engaging and trustworthy.
  • Keep everything at the lowest cost possible and maximise efficiency.
SOLUTION

What they did


First, identify their internal and external supporters and create an ambassador community that could help them spread the word and make their messages more engaging and trustworthy. In the same way, use their ambassador program and Social Seeder to give their proud volunteers and employees an opportunity to share this proudness on social media in a very easy way.

Second, invest a bit of money to boost their ambassador program on social media and recruit more ambassadors for their program.

Third, work hard on the segmentation and customer journey so that all ambassadors feel that they receive a personalized treatment.

Finally, build an online relationship with their audience before asking them for their support (donations, volunteering or sharing content). People need to rely on the relationship before contributing.

 

RESULTS

What they accomplished


  • Created a community of over 550 ambassadors in a year.
  • An average organic reach of around 10,000 people per campaign during 2017.
  • An average of 2 campaigns per month to connect with their ambassadors and get the content of the organisation shared on social media.
550

Ambassadors recruited in just a year

Ambassadors recruited in just a year
10,000

People reached organically per campaign

People reached organically per campaign
2

Campaigns per month to connect with their ambassadors

Campaigns per month to connect with their ambassadors

Whether we are communicating about disasters or, closer to home, about the urgent need of blood donors: as an NGO it’s very important that our message gets spread in a fast and easy way. Thanks to Social Seeder we can count on hundreds of employees, volunteers and fans to do this.


Karen Walgraeve │ Online Media Expert at Rode Kruis - Vlaanderen
Karen Walgraeve │ Online Media Expert at Rode Kruis – Vlaanderen

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