Fundacja Klementyna is a local non-profit organization operating in Białobrzegi and its surrounding areas. Its mission is to help seniors overcome poverty and loneliness. We developed a social media communication plan to make the content on Facebook, Instagram, and LinkedIn more cohesive and to reach a wider audience, including potential donors. How did we do it? Read on!
The main challenge was organizing fragmented communications and creating a professional image that would attract both individual donors and business partners. The foundation needed tools that would clearly and transparently showcase the scale of their support and translate into real growth in the number of volunteers and donations.
In developing the strategy, we applied the Messy Middle purchasing model, adapting it to the realities of the NGO sector to effectively guide the audience from learning about the mission to providing real support:
Social Media (Exploration & Evaluation): We developed a communication plan (37 pages of strategy, 38 custom designs) that unified the messaging across all platforms. We focused on showing the foundation's "human face" — the stories of volunteers and beneficiaries — to build authentic connection and trust.
Inclusivity and Accessibility: The project accounted for the specific needs of the audience (seniors and people with disabilities), reflected in features such as adjustable font size and sign language accessibility.
We began our collaboration by getting to know the people behind Fundacja Klementyna, who told us what they expected and what should be included in the communication plan. To better understand their target audience, brand vision, needs, strengths, and attributes, we prepared a detailed brief with in-depth questions. We also reviewed competitor activity and the foundation's existing online presence. The next step was defining what their refreshed social media communication should look like. To achieve this, we developed the tone of voice, personas, metaprograms, and brand archetype.
To better understand Fundacja Klementyna's target audience, we developed 5 personas — a volunteer, someone seeking help for another person, an individual donor, a corporate donor, and a person who wants to get involved but doesn't yet know how. We analyzed their needs as well as the concerns that might hold them back from partnering with the foundation. We compared them, identifying common elements and behaviors, and drew conclusions. This made it easier for us to create a social media communication plan tailored to the target audience.
Alongside the social media efforts, we designed the structure and content for a new website (MVP), which became the central point of conversion. Our goal was to create a space that not only informs but, above all, shortens the path to providing help. We used authentic storytelling (stories of beneficiaries like Pan Marian and Pani Maria) so donors could see the real impact of their contributions. We simplified navigation and introduced clear Call to Action (CTA) messages, making it easy to find ways to donate 1.5% of their tax or sign up for volunteering.
The efforts brought measurable benefits to the foundation's image and operations:
Complete digital ecosystem: The foundation gained cohesive tools where social media generates reach and emotion, while the website effectively finalizes the help process.
Highly rated collaboration: The project was a success, confirmed by references from the Foundation's Board, highlighting our creativity and fresh approach to social marketing.
Scalability readiness: Implementing the MVP version of the website gave the foundation a solid base for further digital development and professional acquisition of new partners.
The Fundacja Klementyna case study demonstrates that professional marketing in the NGO sector is a strategic combination of emotional storytelling and technological optimization. Creating a transparent ecosystem allowed the organization to move beyond its local scope and become a modern, trustworthy partner for anyone who wants to help.
