Digital Strategies for Health Communications (HCOM 512) Tina Chang 7/14/2013

1. Digital Strategies of Three Non-Profit Meal Providers for the Critically Ill:Community Servings, Project Angel Heart, and Project Open Hand Digital Strategies for Health Communications (HCOM 512) Tina Chang 7/14/2013

2. Why these Organizations? • First heard of Community Servings • Unique service • Found organizations with similar services • All non-profit • Effective digital strategy is needed to carry out their great mission

3. Not-for-profit food and nutrition program • Founded in 1989 by coalition of AIDS activists, faith groups, and community organizations • Mission: • To provide services throughout Massachusetts to individuals and families living with critical and chronic illnesses • Target Audience: • Anyone living with a life threatening illness who is unable to shop or cook for him or herself.

4. People They Serve • Those with • HIV/ AIDS • Cancer • Multiple sclerosis • Lupus • Kidney failure • And others • Application process to determine eligibility • Extent of illness, client’s mobility, other factors that affect ability to shop/ cook • Currently prepare and deliver 7500 lunches and dinners each week to homes of almost 800 individuals and families; in 1 year, they deliver 395,000 meals to 1,300 people

5. Services Offered • Meals Program for the Critically Ill • Nutrition Education and Counseling Program • Food Service Job-Training Program • Volunteer Program • Meals for Many Social Enterprise Program • Subsidize free meals service, prepare meals for local schools and nonprofits • Technical Assistance Program • Local Foods Program • Step Forward Program

6. Web Strategy

7. Web Strategy • Has pages on Twitter, Facebook, Pintrest, Yelp, Google+, Linkedin • To share recipes, nutrition tips, updates on events, increase connections • New Agency Video from 2013 • Promotes Community Servings • Tweets from Community • Client Stories • Newsletter Sign-up

9. SWOT Analysis

10. Non-profit organization that delivers meals to improve quality of life at no cost • Founded in 1991 by dedicated members of the Denver community • Mission: • To ensure those living with life-threatening illnesses are receiving proper nutrition • Target Audience: • Men, women, and children living with life-threatening illnesses in metropolitan Denver and Colorado Springs

11. People They Serve • Those with • Cancer • End Stage Renal Disease • Chronic Obstructive Pulmonary Disease • HIV/ AIDS • Diabetes • No age or income restriction • Qualifications • Homebound with illness, limited mobility factor • Initially served 12 clients in 1991, now serves 1950 clients with 445,581 meals(frozen or hot)

12. Services Offered • Meal Delivery • One meal delivery per week • 3 meals a day for 5 days • Mostly frozen • Hot foods if client is bedridden

13. Web Strategy

14. Web Strategy • Has pages on Facebook, Twitter, and Pintrest • To update on events, share recipes, ask for volunteers, send announcements, share client stories • Side tab of upcoming events on homepage • Offers Newsletter Sign-up

16. SWOT Analysis

17. Nonprofit organization that provides meals with love to seniors and the critically ill • Started in 1985 when a retired food-service worker began feeding her AIDS neighbors • Mission: • To nourish and engage the community by providing meals with love to the sick and elderly • Target Audience: • Those in the Bay Area who have a life-threatening illness and are unable to shop and cook for themselves, or if they are elderly and need help tackling the health challenges of old age

18. People They Serve • Those in the San Francisco or Alameda County area • With HIV/AIDS • With Breast Cancer • With Critical illnesses that cause them to be homebound • Who are elderly • Last fiscal year, they served 8,628 clients and prepared 757,586 meals

19. Services • Meal delivery • Hot, nutritious meals to anyone under 60 years of age and cannot shop or cook for themselves due to their illness, 7 days a week • Option of frozen meals • Congregate lunch program • Nutrition education • Pick-up meals and groceries • For people living with HIV/ AIDS and breast cancer

20. Web Strategy

21. Web Strategy • Has pages on Facebook, Twitter, Youtube, and FeedBurner, Flickr, Yelp • To advertise events/ fundraisers, share client stories, introduce staff, market products • Running banner with client/ staff members/ supporters’ pictures and quotes • E-news sign-up bar on the side • Facebook updates on side of homepage

23. SWOT Analysis

24. Comparison of Organizations

25. Comparison of Organizations

26. Recommendations for Community Servings • Cut-down on presence online • If some sources do not receive as many followers or “traffic,” consider removing it • Post more videos about the organization • Consider a youtube channel • Gather more focus on target audience and services

27. Recommendations forProject Angel Heart • Make website more appealing • Photos, colors • Transfer updates from Facebook to Website • Provide more nutrition services to customize meals • Engage the local community more

28. Recommendations forProject Open Hand • Gather the focus on sites like Facebook/ Youtube/ Twitter • Sharing the community’s level of engagement is good, but set limits • Redundancy in having links to other pages on two parts of the webpage • Have a donation button on more pages