Client: Whizz Kidz
Source: Third Sector (Main)
Date: 03 November 2009
Page: 19
Circulation: 13357
Size: 311cm2
Value: 1937.53
EH»SB1
Why social networking is so useful
Rob Dyson of Whizz-Kidzargues that online communities are a great way for small charities to make an impact
hen Whizz-Kidz designed
a new poster to
encourage City workers
to take part in the Paris
Marathon earlier this year, the charity
wanted a second opinion. So it showed
the poster, which featured a young
woman looking seductively
over her shoulder, to its followers
on social networking websites
Twitter,Flickrand Facebook.
The results, according to Rob
Dyson, the charity's PR manager,
were enlightening. "Potentially
sexist, and can't see how fits with
Whizz-Kidz,"commented one user.
"I think Freud would have a field
day with the poster," said another.
"And the Fundraising Standards Dyson Askedfor feedback about poster (inset)
Board logo appears to be approving
the good lady's posterior." insightful," he says. "It Social networking is particularly useful
Dyson says the Whizz-Kidz events makes sense, if you are a small for smaller charities, he says: "In
team took on board some of the "constructive" with fewer resources for advertising, of more traditional media, it remains
charity terms
feedback, but went ahead to use all the free channels a challenge to make an impression
with the poster. It was designed by an available to promote your work." on a national scale for a smaller,
all-female team and meant to be ironic, Dyson first started to see the benefits rather niche organisation."
he says, and the comments came of social networking when he set Despite the potential of social networking,
from charity PR and marketing professionalsgroup on Facebook for charity
up a Dyson says, there are dangers.
rather than the campaign's press officers and soon realised the "The audiences are very diverse
target audience. However, the episode technology could be used to benefit and immediate with social media, so
has provided some important lessons his charity. "It occurred to me that it's important to be thoughtful and
for future campaigns, he says. Whizz-Kidz really had to be in the targeted with replies,"he says."It's invaluable
"I really value the feedback, which spaces where our supporters already to engage people straightaway
is generally supportive and sometimes were,"he says. and build relationships."
è

Client: Whizz Kidz
Source: Third Sector (Main)
Date: 03 November 2009
Page: 19
Circulation: 13357
Size: 311cm2
Value: 1937.53
è
Curriculum Vitae
2008 PR manager, Whizz-Kidz
2007 Created the Third Sector PR and
Communications Network on
Facebook
2002 PR officer,Scope
2000 Bookstart scheme liaison officer
and conference coordinator,
Booktrust
Establishing a dialogue quickly is
crucial to improving a charity's
profile, he says. That means responding
to 'tweets' and other messages
that would previously have been directed
to specific people within the
organisation.
As a result, Dyson says, he always
needs to be thinking about the bigger
picture: "The key is not just to broadcast,
but to engage."PaulJarvis
I MoreCommunications at:
thirdsectorxo.uk/resources/
goodpractice
n