Strengthening Non-Profit Voices in Continuing Care
A strategic communications initiative for the Christian Health Association of Alberta (CHAA), focused on sector storytelling, branding, web content, social media growth, and collaborative member engagement.
Organization: Christian Health Association of Alberta (CHAA)
About the Project
CHAA represents Alberta’s not-for-profit continuing care providers, serving the province with over 165 years of compassionate care. Despite their legacy, CHAA lacked coordinated communications, consistent branding, and a visible online presence.
As Communications & Engagement Advisor, I led CHAA’s strategic communications, focusing on:
- Repositioning the organisation as a sector thought leader
- Updating website content and external messaging
- Launching a consistent, high-performing social media strategy
- Rebuilding engagement with member organisations
The Challenge
- Dormant communications channels with no formal strategy
- Limited brand awareness and underutilised storytelling potential
- Inconsistent sector-wide engagement across CHAA’s member network
- Absence of measurable digital presence
- Policy-sensitive communications environment requiring careful messaging
The Approach
1️. Website & Content Strategy
- Refreshed web content to reflect CHAA’s history, mission, leadership, and strategic positioning
- Developed high-level communications, including posts on ministerial transitions and system transformation
- Created member engagement tools (events registry, content submission forms, branding templates)
- Annual Report Development
- Designed CHAA’s first annual report in several years
- Highlighted member stories, policy achievements, and sector impact
- Created a content structure that could be replicated annually
3️. Social Media Strategy & Growth
- Developed and executed a 7-month content plan
- Prioritised LinkedIn thought leadership, community storytelling, and educational content
- Analysed performance and refined strategy based on audience data
Results (May–December 2024):
- Follower growth: +117% across all platforms
- LinkedIn growth: +232% growth
- Content posted: 311 posts across all platforms
4️. Member Collaboration & Tools
- Re-established the CHAA Communications Working Group
- Supported cross-posting, campaign alignment, and internal promotion of member programs
- Designed collaborative tools:
- Social media directory
- Event calendar
- Content request forms
Impact & Results
- Revitalised CHAA’s brand voice and digital presence
- Delivered a professional and consistent narrative across platforms
- Produced measurable results that informed strategic planning for 2025
- Increased trust and alignment with CHAA member organisations
- Created communications infrastructure for long-term sector positioning
Want to Work Together?
I help health and non-profit organisations build communications systems that drive visibility, engagement, and impact. Let’s amplify your message.