Using social media to shout about impact

30/06/2011

Measuring and Communicating

Your Impact Conference

29 June 2011

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are integral to each charity’s work for a better world.

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Using social media

to shout about impact

Claudine Snape

29 June 2011

� Outputs – the

services you deliver

Language

� To provide

� To support

� To enable

� To offer

� To run

� To deliver

� To establish

What do we mean by impact?

� Impact – the changes,

benefits or other effects

that happen to supporters as

a result of using your

services

Language

� To improve

� To increase

� To reduce

� Greater

� fewer c NCVO May 2010

Communicating impact

� Impact should be communicated through a range of

channels to multiple audiences

� Impact should be tailored for different channels and

relevant tactics employed

� Social media offers benefit of showing real time

impacts

� can be used not only to communicate impact but can

be fundamental to making change happen

Shouting about impact using digital storytelling

Photographer: Mike Grenville http://www.flickr.com/photos/mikegrenville/373549420/in/gallery-moebius14-

72157622917108565/

Digital storytelling

� Text, videos, photos, Tweets, Facebook posts,

online/offline – it’s all storytelling

� Digital storytelling is different, because it invites the

listener to become part of the story

� Gives people a real-world outcome

� It has to be easy and clear

� Mix engaging storytelling with direct asks

Friends have more impact

How to do it well…

Multimedia approach

Show real world impact

How to say thank you

Discussion within groups

� What do you think worked well?

� What aspects could you use at your organisation?

Ways to contribute to a story

After every action… share

� Have they made a donation?

� Signed a petition?

� Registered for an event?

� Signed up for newsletter?

� Been a beneficiary?

� Encourage them to tell their friends & say why…

Supporters will tell your story (if you ask)

The ‘nudge’

Use supporter stories for appeals

Importance of recognition

� Feedback is king

� Make people feel part of a

community

� Show how they made

a difference

� Build a sense of

achievement

that warm fuzzy feeling

‘Long after people forget what you did for them

they will remember the way you made them

feel.’

Walt Disney

� Use impact language

� Combine channels and formats

� Give supporters regular

opportunities to engage

� Hype up supporters’ stories

� Engage in dialogue, don’t just broadcast

� Encourage staff to be social media champions

� Create stories to share – externally AND internally

Individual task

� Create a story to demonstrate the impact of your

charity

1) Quantify end outcome with statistics

2) illustrate the proposed activity/service and number

of people targeted

3) outline individual story before activity/service

4) outline change after activity/service

5) Repeat end outcome linked to individual story

c NCVO’s communications circle May 2010

asthma.org.uk