- Alberta Lung
Alberta Lung Association
The Challenge
When Alberta Lung came to us in 2023, marketing was everyone’s side job. A freelance designer handled graphics, the COO ran social between everything else, health programs staff built their own promos, and web fixes went out to contractors one job at a time. The result was no digital strategy, an inconsistent brand, ads running with no donation tracking, and a donor base that was shrinking.
The brief was simple: one team with every specialist, so Alberta Lung could stop hiring out.
Services & Tech
Strategy
Photography
Paid Ads
Email Marketing
Social Media Management
Video
Web Dev & Maintenance
Client Details
Timeline
- June 2023 – Present
Industry
- Health charity
+90%
LinkedIn followers (355 to 673)
2x
Facebook engagement rate (2.6% to 5.2%)
+48%
Facebook reach per post (535 to 790 people)
+47%
Instagram followers (850 to 1,248)
115K
Facebook impressions in a day (February 2026)
8.2%
Radon ad click-through ($0.11 per click)
From a patchwork of freelancers to one full marketing team.
1. Organic social
Facebook, Instagram and LinkedIn, posted on a schedule instead of when someone found a spare hour. The feed carries the whole organization: program promos, support group dates, event announcements, awareness campaigns and the day-to-day stories that keep a health charity human. One voice and one visual system across all three platforms, so a post about a radon test kit and a post about a lung cancer support group look like they came from the same place.
2. Email
Alberta Lung’s Constant Contact list is one of its most direct lines to donors and patients, and it was underused. We took over the regular newsletter and built out the fundraising calendar around it: donor appeals, Giving Tuesday, the year-end campaign, program announcements and event invites. Each send is designed, written and scheduled by the same team producing the social and web content, so the message is the same whichever channel someone sees it in.
3. Paid ads
Where the ads used to run with no donation tracking, every campaign now has a goal and a way to measure it. That covers awareness pushes like the radon PSA, event promotion, direct fundraising asks, and the funder-backed health campaigns Alberta Lung delivers on behalf of partners, where reporting back to the funder is part of the job.
4. Website
ablung.ca is the destination for all of the above, and we maintain it as the in-house web team. That means every landing page for a campaign, every donation form, every event registration page and every program update, built and published as the need comes up rather than queued for a contractor. It also means the site stays consistent with the brand we’re pushing everywhere else, which it couldn’t when fixes were farmed out job by job.
5. Brochures and design
A health charity runs on print as much as pixels. We produce the brochures, booklets and trifolds for programs, the guides patients and families take home, posters and signage for events and clinics, invitations and the awards and recognition pieces that go to donors and volunteers.
Same designers as the digital work, so the pamphlet in a clinic waiting room matches the Instagram post about the same program.
6. Video
Video has become one of the biggest parts of the work. Patient and family stories are the core of it, giving Alberta Lung a way to show what the programs actually do for people. Around those sit event coverage, short-form reels cut for social, and ad spots for the paid campaigns. Shooting, editing and delivery all happen in-house, which is what makes the volume possible.