The Canadian Breast Cancer Foundation is extending its successful social media strategy into the mobile realm with a new application designed to facilitate donations and engage its community.
The reason behind the development of the app was simple: people were asking for it, Victoria MacKinlay, manager, marketing and communications, Canadian Breast Cancer Foundation, tells MiC.
‘We have a thriving online community here at the foundation. The hub is Facebook and our Finding Hope blog. We’ve had a lot of requests from our supporters from across the country to connect with us not just while they’re at home or work, but on the go as well,’ she says.
‘We have a 13,000-strong fan base on Facebook, which is fantastic, and we’ve had tremendous growth in the last four months. We identified that to keep our community engaged, and to provide a service to them in connecting with us, we needed to enter the world of applications.’
Launched today, the app provides users with bilingual news and event information, access to mobile versions of the online communities (Facebook, Twitter and the Finding Hope blog), registration to the annual CIBC Run for the Cure, and the ability to check their fundraising progress for the run and make donations.
The new app will be promoted primarily through the foundation’s social media properties and website.
