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Using social media to shout about impact


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Claudine Snape, Asthma UK …

Claudine Snape, Asthma UK

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  • 1. Measuring and Communicating Your Impact Conference 29 June 2011CharityComms is the professional membership body for charity communicators. We believe charity communicationsare integral to each charity’s work for a better world.W: T: 020 7426 887730/06/2011
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  • 3. Using social mediato shout about impactClaudine Snape29 June 2011
  • 4. What do we mean by impact?Outputs – the Impact – the changes,services you deliver benefits or other effectsLanguage that happen to supporters asTo provide a result of using yourTo support servicesTo enable LanguageTo offer To improveTo run To increaseTo deliver To reduceTo establish Greater fewer c NCVO May 2010
  • 5. Communicating impactImpact should be communicated through a range ofchannels to multiple audiencesImpact should be tailored for different channels andrelevant tactics employedSocial media offers benefit of showing real timeimpactscan be used not only to communicate impact but canbe fundamental to making change happen
  • 6. Shouting about impact using digital storytellingPhotographer: Mike Grenville
  • 7. 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
  • 8. Friends have more impact
  • 9. How to do it well…
  • 10. Multimedia approach
  • 11. Show real world impact
  • 12. How to say thank you
  • 13. Discussion within groups What do you think worked well? What aspects could you use at your organisation?
  • 14. Ways to contribute to a storyAfter 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…
  • 15. Supporters will tell your story(if you ask)
  • 16. The ‘nudge’
  • 17. Use supporter stories for appeals
  • 18. Importance of recognitionFeedback is kingMake people feel part of acommunityShow how they madea differenceBuild a sense ofachievement
  • 19. that warm fuzzy feeling‘Long after people forget what you did for them they will remember the way you made them feel.’Walt Disney
  • 20. Use impact languageCombine channels and formatsGive supporters regularopportunities to engageHype up supporters’ storiesEngage in dialogue, don’t just broadcastEncourage staff to be social media championsCreate stories to share – externally AND internally
  • 21. Individual task Create a story to demonstrate the impact of your charity1) Quantify end outcome with statistics2) illustrate the proposed activity/service and number of people targeted3) outline individual story before activity/service4) outline change after activity/service5) Repeat end outcome linked to individual story c NCVO’s communications circle May 2010
  • 22.