Embed Size (px)
Citation preview
Engaging audiences in the new world
Tobin Aldrich CEO, Misfit Foundation & strategy consultant
Imogen WardCEO Lessons for Life Foundation
Where are we now?
Where are we now?
But is that the problem?Results have been declining for years for most channels
More and more charities
Channels are all congested
Supporter engagement is extremely low
Attrition is increasing steadily
Additional restrictions will just make this worse
The future: EngagementMore engaged donors = more loyal donors
Engaged non givers > donors
Passive recipients of charity messages > advocates and champions
Move from one way broadcast communications to genuine dialogue
At last a relationship with supporters
All charities want to do this. But how?
Engagement: PrinciplesTell compelling stories
Embed digital
Ask for feedback
Invest in supporter care
Get supporters to tell your story
Create opportunities to ask
Engagement: what it needsJoined up strategies
Focus on audiences & what they need
Holistic approach
Break down organisational silos and barriers
Kill “fundraising” , “communications” & “services” as separate categories
Examples
Story Telling
Lessons for LifeTransforming lives of children in the toughest parts of Africa through education
Charity founded by world's largest international cable company, Liberty Global
Has sent 50,000 vulnerable children to school since 2007
Programmes in Kenya, Uganda, Rwanda & South Africa
How do we get good stories?Hard to know where they are
Never get them in time
Written in project speak
Don’t get good enough photos or videos
Not a priority for project staff
How to get good storiesTechnology
Training
Motivation
Effective systems & processes
Integration
Snap StoryBridge the gap between donor & work they support
Remove the barriers between “us” and “them”
Link donations to outcomes
Show the impact in real time
Snap StoryAndroid app for field content collection
Beneficiary data, case studies, photos & videos
Collected in one database
Web front end
Available in real time
Used by marketing staff & programmes teams
Snap Story in ActionCandy showing Imogen Snap Storyhttps://vimeo.com/141789711
ImplicationsWhat donors need as feedback and what NGOs need to monitor programme effectiveness is the same info
So this is not just a marketing/fundraising tool but a programme management system
NGO marketing and programme management staff getting the same information at the same (real) time
Partners also use the same system
Making it workTechnology is easy part
Must engage project staff
Must become part of their day job
Must work for them
Need proper training in how to identify and tell good stories & taking good photos and video
Needs proper plan to deploy content across range of channels
Feedback is essential so they know it’s being used
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
Audience strategy:understanding and connecting with
stakeholders
Sponsored by
Conference26 May 2016
London#CCaudience
WiFi: RRPN1Password: kmrhja12
