Post on 23-May-2020
Marketing your charity on a
budget How to create great stories that help your organisation
achieve its goals
Writer, editor, editorial project manager and comms specialist working only with charities. Passionate about creating great websites and publications including annual reviews, magazines and more. Has worked with more than 60 not-for-profit organisations in the UK and worldwide.
Jennifer Campbell
Creative communications consultant. Specialises in helping charities place the audience at the heart of her marketing strategy and creating a real sense of community both online and offline. Passionate about enabling charities to create high impact communications with minimal resources.
Dawn Newton
Training session - outline
Welcome and introduction
1 – Define topics & tone
2 – Study your audience
Break
3 – Social media and email
4 – Master storytelling
Break
5 – Review and refine
Q&A
Close
What are your goals?
Jot down 3 things you want to get from the session today
• Printed • Telephone • SMS • TV ads • Print media • Billboards
• Telephone • SMS • Newsletter • Letters • Meetings • Noticeboard
• Intranet • Instant
messaging • Email
• Social media • Website • Email • Video • Ads/listings
Online external
Online internal
Offline external
Offline Internal
Channels
My top 5 thrifty
tips
Define topics and tone
How to on my blog dawnnewtonltd.com
Creating your own topic map
Work in pairs to create
mind maps 8 minutes
How could we use the topics?
Campaigns Hashtags Blogs Email
Tone of voice It’s not what you say—it’s how you say
Tone of voice
Tone of voice
"It's not what you say, but how you say
it."
Why does it matter?
• It sets you apart • It builds trust • It’s an expression of
the people behind the brand
Exercise: Word list 3 words you would and wouldn’t use to define
your brand
• Optimistic • Authoritative • Human • Clear
We are the UK’s leading research charity aiming to defeat dementia.
We power world class studies that give us the best chance of beating dementia sooner. Our pioneering work focuses on prevention, treatment and cure.
We are energising a movement across society to support, fund and take part in dementia research.
We aim to empower people across all generations through greater understanding of dementia. Together we have the power to defeat dementia.
Even the colours you choose send a message
Break
Study your audience
Be constantly
curious
What motivates
them? What do they need?
Why should they care?
@gapingvoid Hugh MacLeod, Cartoonist
Your audience
Draw a portrait of your key target groups You have 5 minutes
• Who are they?
• What kind of job do they have?
• What activities/interests?
• What problem/s do you help them solve?
What is social media? Websites and applications that enable users to
create and share content or to participate in social networking.
Platforms What you post and how you post it varies across Facebook, Twitter and Instagram
Twit
ter • Wide photos
• Text limit • Hashtags • Trends • Tagging • TV show live • Good for B2B • Crowded
space
Face
book
• Standard photos
• Videos • Tagging • Personal
space • Posting 1 or 2
times a day
Inst
agra
m
• Square photos • Short videos • Hashtags • Tagging
Brainstorm – what are the differences between them?
https://blog.bufferapp.com/social-media-checklist
Top tip: Never assume that they know what you are talking about
When creating content
The social media checklist 1. Is the message educational or entertaining?
2. Is the voice correct?
3. Is it too long?
4. Is the URL correct?
5. Should I target a specific audience with this message?
6. Did I use the right keywords and hashtags to maximize exposure?
7. How many times have I already posted something today?
8. Did I spell check?
9. Will I be okay with absolutely anyone seeing this?
10.Is this reactive communication or is it well thought-out?
11.Did I make the most of visual content—images, video, slides?
Calls to action
Action words Links Images
Write a tweet of up to 100 characters (which has been found to be the optimal length)
You have 5 minutes
Social Listening “I remind myself every morning:
Nothing I say this day will teach me anything. So if I'm going to learn, I must do it by listening.”
- Larry King
Listening
Look to successful peers / similar organisations
Search relevant / local / popular hashtags
Weekly search for mentions of your organisation with variations of the organisation’s name
Join tweet ups and live feeds
Content curation
#CharityHour on Wednesdays
at 8-9PM
#CharityTuesday
Showing gratitude to supporters
Lots of conversations with followers
Timing
Trending
TV
Increasing reach
• Schedule for lunch/evenings • Search for mentions • Seasonal trends • Consider promoted posts • Jump into conversations
• Retweet/share content
Increasing engagement - Choose your bait
New experiences
Meet new people
Feel part of something
Make a difference
Share skills
Learn something
Engagement Increasing engagement: • Surprising • Funny • Ask questions • Behind the scenes content • User generated content • Competitions
How to tap into new audiences: • Popular hashtags • TV features • Build relationships with influencers • Ask your audience to share with
their networks
Takeover You could also consider a takeover day where you have a guest to run your
social which could be an expert or beneficiary
• Photos get a 35% boost in RTs • Videos get a 28% boost • Quotes get a 19% boost in RTs
• Including a number receives a 17% bump in RTs • Hashtags receive a 16% boost
Engagement by Post Type Research by Twitter Media Blog
Email marketing 1. Be personal and friendly 2. Keep it simple – 3 key messages 3. Intriguing subject lines 4. Beautiful imagery 5. 80/20 rule – 80% useful content 20% promo
6. Constantly improve
“You may tell a tale that takes up residence in someone's soul,
becomes their blood and self and purpose. That tale will move them and drive them and who knows that
they might do because of it, because of your words. That is your
role, your gift.” - Erin Morgenstern
WHY STORYTELLING?
http://blog.actionsprout.com/dramatically-improve-nonprofit-storytelling-skills/
The greatest stories never told!
http://www.abccopywriting.com/2013/12/10/what-really-makes-a-good-story
“The story is one of the basic tools invented by the mind of man(kind) for the purposes of
gaining understanding.
There have been great societies that did not use the wheel, but
there have been no great societies that did not tell
stories.” -Collison, 1999
http://www.ollieheath.com/story-telling/
http://research.northumbria.ac.uk/support/2012/10/23/telling-a-good-story-impact-case-studies-as-narrative-arc/
The narrative arc
Humans of New York
“After I was born, I was the subject of a 45-minute dissertation at Columbia University. Almost all of my organs were born externally, and had to be sewn into my body. I don’t have a belly button-- only a scar where my feeding tube used to be. My mother even tells me that she wasn’t sure if I’d ever be able to stand, eat, or drink. But now I can rollerblade. I can do a handstand on my crutches. I’ve got a core group of friends, a girlfriend, a college degree, and I’m helping to manage a radio station at the age of 23.”
http://www.humansofnewyork.com/post/113888262551/after-i-was-born-i-was-the-subject-of-a
How could we use storytelling? • Pre or post event interviews
• Using statistics like the ones in the LYG infographic
• Ask participants why they love to volunteer
• Share failures and successes
• Share tips and advice
• Gather quotes and testimonials
• Use short video on Instagram (3 to 15 seconds long)
How can we bring our stories to life?
• Use humour • Comic strip • Images • Video • Audio • Show impact • Use quotes
Share a story
Share a real story that was memorable or touched you in some way
Photo editing tools
Free to install on your phone
Photo editing tools
Desktop apps Picasa – edit photos, add text and create collages
Canva / Picmonkey – in browser edit and resize photos, has layers
Pixlr – add text, edit images and add lots of effects
Mobile apps Over
PicsArt
No crop
Picgrid
Review and Refine Analytics
Review what works • Take risks, these
will show up on your analytics
• Highlight what works and record patterns
• Set a regular time in your calendar to review your stats
Setting goals & planning campaigns Reach beneficiaries
Raise awareness
Campaign
Recruit volunteers
Fundraise
Final thought “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you
made them feel.” - Maya Angelou
Media Trust – Art of engagement conference: https://storify.com/nicolamo/art-of-engagement Facebook group: https://www.facebook.com/groups/thirdsectorcomms/ Best practice: http://www.nptechforgood.com/2015/02/08/10-twitter-best-practices-for-nonprofits/ Editorial calendar: https://scripted.com/content-marketing-2/editorial-calendar-how-to-tips/ http://coschedule.com/content-marketing-editorial-calendar http://www.lightboxcollaborative.com/2015-editorial-calendar Twitter ads: https://www.jonnyross.com/news/a-basic-guide-to-twitter-ads-everything-you-need-to-know-to-get-started https://biz.twitter.com/success-stories/rspb
Further reading
Using Hootsuite for Twitter: http://www.martinlugton.com/setting-up-your-twitter-command-centre/ Good practice examples: https://vinspired.com https://www.facebook.com/vinspired https://twitter.com/ProjectScotland https://twitter.com/FoyerFederation https://twitter.com/somewhereto_ https://twitter.com/NCVYS https://www.facebook.com/HFVC.org.uk https://twitter.com/UKYouth https://twitter.com/LondonYouth https://twitter.com/bycLIVE https://www.facebook.com/LondonersStories/
Storytelling: http://blog.justgiving.com/five-charities-using-authentic-storytelling-online/ http://livefreerange.com/download-my-free-quick-guide/ http://zoeamar.com/2015/01/21/six-reasons-why-charities-should-harness-hyperlocal-communications/ http://blog.actionsprout.com/dramatically-improve-nonprofit-storytelling-skills/ Using quotes: http://www.bethkanter.org/quote/ Toolkit Volunteering Matters @volunteering_uk Jun 15 Back at #Evolve2015 @sorl discusses young people & volunteering. Our new toolkit helps tap into young people's skills http://goo.gl/mI1fmz
Hashtags and further reading http://sparkuparts.com/blog/social-media-posting-with-hashtags-for-each-day-of-the-week/ http://www.popsugar.com/tech/Hashtags-Instagram-34605401 Weekday hashtags: #Mondayblues / #Mondaymotivation #charityTuesday or #CT / #GivingTuesday #wisdomWednesday #ThrowbackThursday or #TBT #FeelgoodFriday / #FollowFriday or #FF Further reading: http://www.theguardian.com/voluntary-sector-network/2014/aug/20/ice-bucket-challenge-hashtag-charity-macmillan http://www.nptechforgood.com/2009/10/29/10-popular-hashtags-for-nonprofits/ http://www.charitychoice.co.uk/blog/the-best-hashtags-to-use-when-supporting-charities-online/160 http://www.bethkanter.org/nonprofits-instagram/