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NGO review

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A review of 20 charities and how they utilise digital channels to raise awareness and generate income.

A review of 20 charities and how they utilise digital channels to raise awareness and generate income.

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  • Bullying UK is part of the Family Lives Group
  • The ad itself compares the company's profits with the consequences of the pollution Shell has caused for the people of the Niger Delta. Local communities claim that the numerous oil spills, which have not been adequately cleaned up, have left them with little option but to drink polluted water, eat contaminated fish, farm on spoiled land and breathe in air that stinks of oil and gas. That's what is really important here: the future for the people of the Niger Delta. The fact that 2,000 individuals eagerly accepted the opportunity to pay for this ad shows that many people share our concern. The irony of this row over the ad is that it will make even more people aware of these vital issues and, we hope, force Shell – quite literally – to clean up its act
  • Conserves and restores African rainforests by empowering local men, women, and children through training, community development, research and education to preserve their natural heritage.
  • USD 10,000 first day on youtube Call to action layover – 2 nd video – Jennifer Connelly
  • Transcript

    • 1. A Comparative Review of NGOs Usage of Digital Media for Awareness and Income Generation
    • 2. Happy Bystanders Donors Spreaders Evangelists Instigators Listen Money Share Ask Create Involvement/ Relationship Participator Type The Ladder of Engagement Source: Beth Kanter
    • 3.
      • Active use of digital media
      • Large charities
        • Annual income greater than £40M
        • Global; offices present in multiple countries
        • Have household names
      • Small to medium charities
        • Annual income between £10,000 and £40M
        • Local; offices based in one or two countries only
        • Unfamiliar to the masses
      Charity Selection Criteria
    • 4. Selected Large Charities * * *
    • 5. Selected Small Charities * *
    • 6. Review Methodology Content Engagement Awareness Partnerships Review against each charity to determine best practice
      • Organisation Purpose
      • General Information
      • Donating
      • Involvement
      • Projects
      • News
      • Search Engine Optimisation
      • Online Marketing
      • Blogs
      • Micro Blogs
      • Rich Media
      • Social Media
      • Social News
      • Retail
      • Search
      • Awareness Platforms
      • Fund Raising
      • Income Generation
    • 7. Review - Content
    • 8. Content – Domain & Audience
      • Domain Name
        • .org OR .org.uk
        • 90% use this top level domain
      • Target Audience
        • 95% have donors as one of their primary audiences
    • 9.
      • Rotating images - 65%
      • Concise statements - 80%
      • Constant ‘Donate’ button - 75%
      Content - Organisation Purpose
    • 10. Content – General Information
      • General Information
        • Most common name – ‘About Us’ 85%
    • 11. ‘ About Us’ contains best practice content History What we do Leadership Financials Careers FAQs Locations Contact Content – General Information
    • 12. Content - Donate
      • Prominent Donate Button on site 75%
      • Methods of donating
        • Online donation 95%
        • Offline donation info 75%
        • Gifts in kind 25%
        • Ecommerce 50%
    • 13. Content - Donate Prominent Donate button exists on every web page
    • 14. Oxfam/ Nokia Mobile Application for donations Content - Donate
    • 15. Cancer Research Interactive Fund Raising Idea Generator Content – Involvement
      • Fund raising
        • Common Name - Get involved 35%
        • Fundraising, volunteering, social media
    • 16. Content – Projects Camfed use of interactive map to detail projects
      • Projects
        • Common Names – Projects 20%/ what we do 20%
        • Case studies: achievements, ongoing and future
    • 17. Content – Media/ News
      • Common Name – News 45%
      News feed also available through panel on all web pages Subscribe by RSS or email
    • 18. Review - Awareness
    • 19. Awareness
      • SEO - 75%
        • Backlinks
        • Meta data/ Keywords
      • Online marketing - 75%
        • Display
        • Campaigns
    • 20. Keywords in text and Meta data - Gambia - Charity - WYCE - Education - Health - Children - Madina Salaam Backlinks - Gambia Blogs - Gambia/ Africa web sites Awareness - SEO
    • 21. Awareness – Page Takeover High impact advertising – World Vision Page Takeover of The Weather Network, US.
    • 22. Awareness – Free Display Charity: water banner on related blog @ no charge
    • 23. Review - Engagement
    • 24. Engagement
      • Social Media is the rapid growth channel for the non-profit sector
    • 25. Engagement - Blog
      • 85% of charities use a blog
      • Cancer Research UK - to cover the latest research, including that funded by the charity.
      • To also highlight other relevant material, debunk myths/ media scares and provide links to other helpful resources.
      • Target visitor includes
        • Medical professionals
        • Medical researchers
        • Students
        • Cancer patients
        • Family & friends of cancer patients
        • The media
    • 26.
      • Key community features available on the blog
        • Share function for Facebook and Twitter
        • Blog search
        • Browse by category
        • Links to other related blogs and sites
        • Twitter feed
        • News feed (links to news section of main website)
        • Email service for updates
        • Email service for newsletters
        • RSS feed
        • Podcast subscription
      • Since inception in 2007, the blog has had over 600,000 views & more than 11,000 backlinks
      Engagement - Blog
    • 27. Engagement – Facebook Page
      • 90% of charities have a Facebook Page
      • To build a community within a community that can support, learn, donate and digitally advocate the activities of the American Red Cross
      • To inform and interact with its supporters within an online social environment
    • 28. Engagement – Facebook Page 220,000+ fans High levels of interactivity
    • 29. Engagement – Twitter
      • 85% of charities use Twitter
      • Social Media Campaign
        • Facebook, Twitter, MySpace, Blogs
      • To raise funds for an FT advertisement
      • 2000 people provided £30,000 for the ad
      • Amnesty's most successful online appeal
    • 30. Engagement – Social News 'Add This' Widget
      • 60% of charities use Social News
    • 31. Engagement – Rich Media Photos
      • 55% of charities use Flickr
      • Online backup of original photo
      • Link to photo from off-site
      • Post it directly to other sites
      • "Assign a license" feature, other people can use images without copyright violation
      • Software not required to upload images
      • Free accounts limited to only 200 pictures. Upgrade options for non-profits
      • Community uploads
    • 32. Engagement – Rich Media Video
      • 90% of the charities use video in some form either on their web site, YouTube or Vimeo.
      • Compared to TV adverts, online video clips offer an immediate 'call to action'
      • charity: water posts video content on
        • Website, YouTube, Vimeo, Blogs, Online publications
        • On Vimeo alone, charity: water has posted more than 130 video clips
        • one of charity: water's YouTube videos resulted in $10,000 in donations on the first day
    • 33. Engagement – Rich Media Video
    • 34. Engagement – Rich Media Video
      • Rules for online video
        • Watch and research other charities' videos
        • Make your video interesting
        • Include a call to action at the end
        • Seed the video using relevant keywords and descriptions
        • Let your user base know that the video exists by sending out an email with a link to the video
        • Once you have the embed code seed it on social networking sites (Facebook, MySpace, blogs, etc.)
        • Encourage people to share the video
    • 35. Review - Partnerships
    • 36. Partnerships
      • Partners for reach and non-core competencies
    • 37. Partnerships - Retail Critical Success Factor: Ensure the community is informed about retail partners
      • 75% of charities use some form of Ecommerce
    • 38. Partnerships - Search Critical Success Factor: Ensure the community is informed about search partners
      • 95% of charities are included in charity search
    • 39.
      • In collaboration with Google, Yahoo, and Bing
      • Use UNICEF web site or downloadable tools (apps, toolbar, search box)
      • For each online search, Internet advertisers donate a small sum
      • Users can track their contribution
      Partnerships - Search
    • 40. Partnerships - Search
    • 41. Partnerships - Awareness
      • 75% of charities use other publishing or rich media sites to raise awareness
      • Benefits of YouTube
        • Premium branding & increased uploading
        • Listing on the Non-profit channels and Non-profit videos pages
        • Add 'Call-to-action' overlay on videos to drive campaigns
        • find skilled YouTube users to create a video for your cause
    • 42. Partnerships – Fund Raising Critical Success Factor: Ensure the community is informed about fund raising partners
      • 75% of charities use fund raising partners
    • 43. Partnerships – Fund Raising
    • 44. Partnerships – Fund Raising
      • Partnering with celebrities to digitally raise funds
      • Hugh Jackman charity contest
        • Hugh sends a tweet asking you to explain why your charity should receive funds from him
        • Winning tweet: 'Half of all schools in the WORLD lack water, these kids in Ethiopia are cheering for you'
        • photo attached of the students in Ethiopia holding up signs addressed to the actor - “Dear Hugh, without clean water this is NO LIFE.”
    • 45. Tan Rahman Email - [email_address] Twitter - @tanrahman Skype - tanrahman

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