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

Name your fave brand and why?

• 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/