A Comparative Review of NGOs A Comparative Review of NGOs Usage of Digital Media for Usage of Digital Media for

Awareness and Income GenerationAwareness and Income Generation

Happy Bystanders

Donors

Spreaders

Evangelists

Instigators

Listen Money Share Ask Create

Involvement/ Relationship

Pa

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The Ladder of EngagementThe Ladder of Engagement

Source: Beth Kanter

Active use of digital media Large charities

– Annual income greater than £40M – Global; offices present in multiple countries– Have household names

Small to medium charities– Annual income between £10,000 and £40M – Local; offices based in one or two countries only – Unfamiliar to the masses

Charity Selection CriteriaCharity Selection Criteria

Selected Large CharitiesSelected Large Charities

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Selected Small CharitiesSelected Small Charities

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Review MethodologyReview Methodology

Content EngagementAwareness Partnerships

Review against each charity to determine best practice

Organisation Purpose

General Information

Donating Involvement Projects News

Search Engine Optimisation

Online Marketing

Blogs Micro Blogs Rich Media Social Media Social News

Retail Search Awareness Platforms

Fund Raising Income Generation

Review - ContentReview - Content

Content – Domain & AudienceContent – Domain & Audience

Domain Name– .org OR .org.uk – 90% use this top level domain

Target Audience– 95% have donors as one of their primary

audiences

•Rotating images - 65%•Concise statements - 80%•Constant ‘Donate’ button - 75%

Content - Organisation PurposeContent - Organisation Purpose

Content – General InformationContent – General Information

General Information– Most common name – ‘About Us’ 85%

‘About Us’ contains best practice content

History

What we do

Leadership

Financials

Careers

FAQs

Locations

Contact

Content – General InformationContent – General Information

Content - DonateContent - Donate

Prominent Donate Button on site 75%

Methods of donating– Online donation 95%– Offline donation info 75%– Gifts in kind 25%– Ecommerce 50%

Prominent Donate button

exists on every web page

Content - DonateContent - Donate

Oxfam/ Nokia Mobile Application for donations

Content - DonateContent - Donate

Cancer Research Interactive Fund

Raising Idea Generator

Content – InvolvementContent – Involvement Fund raising

– Common Name - Get involved 35%– Fundraising, volunteering, social media

Content – ProjectsContent – Projects

Camfed use of interactive map to detail projects

Projects– Common Names – Projects 20%/ what we do 20%– Case studies: achievements, ongoing and future

Content – Media/ NewsContent – Media/ News

News feed also available

through panel on all web

pages

Subscribe by RSS or email

Common Name – News 45%

Review - AwarenessReview - Awareness

AwarenessAwareness

SEO - 75%– Backlinks– Meta data/ Keywords

Online marketing - 75%– Display– Campaigns

Keywords in text and Meta data- Gambia- Charity- WYCE- Education- Health- Children- Madina Salaam

Backlinks- Gambia Blogs- Gambia/ Africa web sites

Awareness - SEOAwareness - SEO

Awareness – Page TakeoverAwareness – Page Takeover

High impact advertising – World Vision Page Takeover of The Weather Network, US.

Awareness – Free DisplayAwareness – Free Display

Charity: water banner on related blog @ no charge

Review - EngagementReview - Engagement

EngagementEngagement

Social Media is the rapid growth channel for the non-profit sector

Engagement - BlogEngagement - Blog

85% of charities use a blog Cancer Research UK - to cover the latest

research, including that funded by the charity.

To also highlight other relevant material, debunk myths/ media scares and provide links to other helpful resources.

Target visitor includes Medical professionals Medical researchers Students Cancer patients Family & friends of cancer patients The media

Key community features available on the blog Share function for Facebook and Twitter Blog search Browse by category Links to other related blogs and sites Twitter feed News feed (links to news section of main website) Email service for updates Email service for newsletters RSS feed Podcast subscription

Since inception in 2007, the blog has had over 600,000 views & more than 11,000 backlinks

Engagement - BlogEngagement - Blog

Engagement – Facebook PageEngagement – Facebook Page

90% of charities have a Facebook Page To build a community within a community that can support,

learn, donate and digitally advocate the activities of the American Red Cross

To inform and interact with its supporters within an online social environment

Engagement – Facebook PageEngagement – Facebook Page

220,000+ fans

High levels of interactivity

Engagement – TwitterEngagement – Twitter

85% of charities use Twitter

Social Media Campaign Facebook, Twitter,

MySpace, Blogs To raise funds for an FT

advertisement 2000 people provided

£30,000 for the ad Amnesty's most

successful online appeal

Engagement – Social NewsEngagement – Social News

'Add This' Widget 60% of charities use Social News

Engagement – Rich Media PhotosEngagement – Rich Media Photos 55% of charities use Flickr Online backup of original

photo Link to photo from off-site Post it directly to other sites "Assign a license" feature,

other people can use images without copyright violation

Software not required to upload images

Free accounts limited to only 200 pictures. Upgrade options for non-profits

Community uploads

Engagement – Rich Media VideoEngagement – Rich Media Video

90% of the charities use video in some form either on their web site, YouTube or Vimeo.

Compared to TV adverts, online video clips offer an immediate 'call to action'

charity: water posts video content on Website, YouTube, Vimeo, Blogs, Online publications On Vimeo alone, charity: water has posted more than 130

video clips one of charity: water's YouTube videos resulted in $10,000 in

donations on the first day

Engagement – Rich Media VideoEngagement – Rich Media Video

Engagement – Rich Media VideoEngagement – Rich Media Video

Rules for online video Watch and research other charities' videos Make your video interesting Include a call to action at the end Seed the video using relevant keywords and descriptions Let your user base know that the video exists by sending

out an email with a link to the video Once you have the embed code seed it on social

networking sites (Facebook, MySpace, blogs, etc.) Encourage people to share the video

Review - PartnershipsReview - Partnerships

Retail Affiliates Search Awareness Wiki entry Fund raising0

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70

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90

100

Partnerships

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PartnershipsPartnerships

Partners for reach and non-core competencies

Partnerships - RetailPartnerships - Retail

Critical Success Factor: Ensure the community is informed about retail partners

75% of charities use some form of Ecommerce

Partnerships - SearchPartnerships - Search

Critical Success Factor: Ensure the community is informed about search partners

95% of charities are included in charity search

In collaboration with Google, Yahoo, and Bing

Use UNICEF web site or downloadable tools (apps, toolbar, search box)

For each online search, Internet advertisers donate a small sum

Users can track their contribution

Partnerships - SearchPartnerships - Search

Partnerships - SearchPartnerships - Search

Partnerships - AwarenessPartnerships - Awareness 75% of charities use other publishing or rich media sites

to raise awareness Benefits of YouTube

Premium branding & increased uploading

Listing on the Non-profit channels and Non-profit videos pages

Add 'Call-to-action' overlay on videos to drive campaigns

find skilled YouTube users to create a video for your cause

Partnerships – Fund RaisingPartnerships – Fund Raising

Critical Success Factor: Ensure the community is informed about fund raising partners

75% of charities use fund raising partners

Partnerships – Fund RaisingPartnerships – Fund Raising

Partnerships – Fund RaisingPartnerships – Fund Raising Partnering with celebrities to digitally raise funds Hugh Jackman charity contest

– Hugh sends a tweet asking you to explain why your charity should receive funds from him

– Winning tweet: 'Half of all schools in the WORLD lack water, these kids in Ethiopia are cheering for you'

– photo attached of the students in Ethiopia holding up signs addressed to the actor - “Dear Hugh, without clean water this is NO LIFE.”

Tan RahmanTan RahmanEmail - Email - tan@rahman.com

Twitter - @tanrahmanTwitter - @tanrahmanSkype - tanrahmanSkype - tanrahman