The Challenge

The American Kidney Fund is the leading U.S. non-profit working on behalf of the 31 million Americans with kidney disease, providing support and resources. They’ve been around for over 45 years and spend 97 cents of every donated dollar on programs that directly serve and educate patients and the public. AKF was looking for an experienced senior-level social media consultant to conduct a comprehensive social media audit and to provide guidance on a strategic and integrated approach to social media.

The Solution

Grassfed Media began by diving deeply into all of AKF’s social media channels, messaging, brand positioning and analytics. We met with senior leadership across departments to uncover ways in which social media could be used to support and enhance departmental goals as well as overall organizational goals. We also analyzed current processes and procedures to ensure that AKF social media is working as efficiently as possible.

The Results

Our analysis and interviews revealed the key areas that needed attention as well as the elements that were working and that could be leveraged further. We also uncovered what was and was not working in terms of paid social, visual presentation, messaging, audience targeting, and engagement.

We devised a comprehensive social media strategy that is aligned with organizational goals and resources and that is integrated into AKF’s marketing efforts. GFM continues to support AKF’s day-to-day account management, Facebook Live events, paid social, and community building efforts, which have included full-scale support of key initiatives such as Kidney Month, World Kidney Day, Advocacy Day on Capitol Hill, and disaster response.  Results from World Kidney Day, for example, included nearly 60,000 post engagements and a reach of 460,000 in a 30-day period.