# Forward in 7: Social Media Strategy for Lifewise NZ
> Discover the 'Forward in 7' campaign strategy focusing on social media donation funnels, target audience analysis for Auckland, and campaign KPI tracking.

Tags: marketing-strategy, social-media-campaign, non-profit-fundraising, donation-funnel, tiktok-marketing, instagram-strategy, auckland
## Forward in 7: Campaign Overview
- **Core Concept:** A simple, direct pathway to remove barriers to donation.
- **Content Style:** Authentic stories and real New Zealand perspectives shared via TikTok and Instagram.

## Platforms and Discovery Pathway
- **Primary Platform:** Instagram (Reels for storytelling, Stories for CTAs/Link stickers).
- **Secondary Platforms:** TikTok (cross-posted for reach) and the Lifewise website as the final donation endpoint.
- **Strategy:** Focuses on a clear pathway from Discovery → Engagement → Donation.

## Target Audience Profile
- **Demographics:** Auckland CBD residents, aged 18–30.
- **Psychographics:** Socially conscious individuals with authentic values and low-to-moderate income.
- **Alignment:** Targeted at 'Café Culture' users and organic social media amplifiers.

## Measurement and Success Metrics
- **Primary KPI:** $10,000 in total donations generated over 6 months.
- **Objective:** Offset operating losses for Merge Café and ensure financial sustainability.
- **Supporting Metrics:**
  - Engagement Rate (emotional resonance).
  - Video Views & Completion (attention retention).
  - Click-Through Rate (conversion funnel effectiveness).
  - Pay It Forward Participation (adoption of the $7 donation ask).
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