Mackenzie Health Foundation

Integrated Digital Marketing Strategy · Digital Audit · Analytics & Measurement As Mackenzie Health Foundation prepared to grow its digital marketing team, they wanted a clear strategy to guide their next steps. The goal was to take a more intentional approach to digital marketing, identifying where to focus their efforts, how to better support fundraising objectives and what would be needed to put the strategy into action. We started with a review of the Foundation's existing digital marketing, including its website, email, social media, paid advertising and analytics. Through a digital audit, competitive research and performance analysis, we identified what was working and where there were opportunities to improve donor engagement, online giving and overall digital performance. Using those findings, we developed an integrated digital marketing strategy with recommendations for each channel, content planning, donor acquisition and retention, and performance measurement. We also outlined priorities and practical next steps to help the team put the strategy into action. The result was a clear digital roadmap that Mackenzie Health Foundation could begin implementing right away, and a plan the team could continue building on as it grew.