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Which Audience? Strategy Development for Non Profit Organisations
 

Which Audience? Strategy Development for Non Profit Organisations

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Keynote for the Not For Profit Conference in November 2010 http://www.wearetechmap.com/index.php/conferences/conference-nfp/

Keynote for the Not For Profit Conference in November 2010 http://www.wearetechmap.com/index.php/conferences/conference-nfp/

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    Which Audience? Strategy Development for Non Profit Organisations Which Audience? Strategy Development for Non Profit Organisations Presentation Transcript

    • Which audience? Matching Digital Media Strategies with Non-Profit Audiences Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298 Image source: http://www.flickr.com/photos/frankenhut/2718407067/
    • Scope of the presentation
      • Defining audiences
      • What do audiences need to know?
      • How do audiences want to interact?
      • How do various digital media meet these interaction needs/wants?
      • Case studies in NFP interaction
      • Refining strategies to changing audience needs
    • Defining audiences
      • Donors/Volunteers
      • Corporate supporters/partners
      • End customers
      Image source:
    • Donors/Volunteers
      • Need to know:
        • How they can help (other than giving money)
        • What example tasks they can do
      • Want to have:
        • Recognition for value of contribution
        • Allocated tasks
        • Active role in decision making for donation investment
      • Ongoing:
        • Recognition
        • Certification/fellowship
    • Donors/volunteers
      • TALK
      Image source:: http://www.flickr.com/photos/richardstowey/118272308/
    • Corporate partners/supporters
      • Need to know:
        • Tax benefits
        • How money is being spent
        • Signage at events / networking opportunities
      • Want to have:
        • Public recognition for sponsorship
        • Club-like deals among other partners
        • Reports for tabling at AGMs
      • Ongoing:
        • Demonstrated value for support
        • Profile for the charity/cause
    • Corporate partners/supporters MARKETING Image source: http://www.flickr.com/photos/irsein/5144677794/
    • End consumers/beneficiaries
      • Need to know:
        • What services are available & how these help
        • How to access services
        • Who is in their network
      • Want to have:
        • Active role in decision making for donation investment
        • Control over benefits
      • Ongoing:
        • Voice on personal issues
        • Recognition of the charity/cause
    • End consumers/beneficiaries PROFILE & ACTION Image source: http://www.flickr.com/photos/doctorow/2496308570/
    • Audience characteristics
      • Donors/supporters:
        • Community oriented, 2 way interaction
        • > SOCIAL
      • Corporate partners/supporters
        • Reporting& marketing oriented, 1 way interaction
        • > BROADCAST
      • End consumers/Beneficiaries
        • Service oriented + support networks, partial interaction
        • > BROADCAST + NETWORK
    • What do audiences need to know?
      • Information related to mainstream media coverage?
      • Information about events/key dates?
      • Information about performance for reporting?
      Image source: http://www.flickr.com/photos/dbaron/311474707/
    • How do audiences want to interact?
      • Questions and answers?
      • Stories?
      • Conversations?
      • Tools/calculators or research polls?
      Image source: http://www.flickr.com/photos/markhillary/1347412899/
    • Meeting audience needs/wants
      • Only choose digital communication options that respond to audience needs
      • No presence, or minimal presence is better than poorly kept presence
      • Management of digital strategies requires communications training
      Image source: http://www.flickr.com/photos/jvoss/40789803/
    • Case studies in NFP interaction
      • Unicef
      • Warchild
      • Oxfam
      • Greenpeace
      Image source: http://www.flickr.com/photos/renneville/2731220043/
    • Unicef
      • http://www.unicef.org.uk/
      • Donors/volunteers: Mainly donations and sale of cards.
      • Corporate partners: Large established companies – Barclays, BT, Clarkes, The Co-Operative, Dell, DHL, FTSE, Ikea, Kamtar, Kodak, Manchester United, Orange, Pampers, Rangers FC, Samsonite, Starwoord. Swarovski, Vodafone.
      • Beneficiaries: Children across 190 countries and territories
      • STRATEGY – communicate about activities to raise funds.
    • Unicef homepage, rich media
    • Unicef: Facebook, twitter
    • Unicef: Blog
    • Unicef: Summary
      • Need to connect disparate digital communications
      • Good brand has driven fans on Facebook and Twitter
      • Strong mainstream media profile
      • Strong blog mentions , again due to brand profile
      • DIAGNOSIS: Good use of social media, but requires better integration and user engagement. Could also enable greater campaigning and action rather than focusing entirely on fund-raising.
    • WarChild
      • http://www.warchild.org.uk
      • Donors/volunteers: Donations, sale of online music, challenge events, campaign awareness and advocacy.
      • Corporate partners: Celebrities, Individuals and Companies, including Guitar Hero, Harper Collins, HMV, Steinway & sons, Metropolis Studios and the Design Corporation .
      • Beneficiaries: Children living in warzones in I raq, Afghanistan, Uganda and D.R. Congo
      • STRATEGY – use digital channels for advocacy and to educate on how to support, as well as sell music through online store.
    • War Child home
    • War Child Facebook, Twitter
    • Warchild Community, YouTube
    • Warchild summary
      • Highly integrated and targeted at young people and educators
      • Large fanbase on Facebook and Twitter, partly due to music interest - >13,700 fans on Facebook, >8,400 followers on twitter
      • Low but steady news profile
      • Blog mentions are low , and mostly referring to other entities.
      • DIAGNOSIS: Good use of social media, recognising target audience for youth action. Good online strategy but need to communicate more effectively benefits to partners, and to encourage more mainstream media engagement
    • Oxfam
      • http:// www.oxfam.org.uk /
      • Donors/volunteers: Volunteering, campaigning, donations, cooperative action.
      • Corporate partners: Large companies including Accenture, Marks & Spencer, Pizza Express, Aviva.
      • Beneficiaries: Emergency aid recipients, development work, campaigning for action in 62 countries of the world.
      • STRATEGY – communicate different activities and opportunities to become involved.
    • Oxfam home, news
    • Oxfam Facebook
    • Oxfam Youtube, Twitter
    • Oxfam summary
      • Need to connect all online activities. Good brand has driven fans on Facebook and Twitter
      • Strong media presence and mentions
      • Strong blog mentions , again due to brand profile
      • Information is extensive, different content for different audiences
      • DIAGNOSIS: Good use of digital, but requires better integration and donor/supporter engagement to showcase positive action.
    • Greenpeace
      • http:// www.greenpeace.org.uk/autofrontpage
      • Donors/volunteers: Fundraising, campaign action, sale of green goods.
      • Corporate partners: Nil identified. Focuses attention on individual support.
      • Beneficiaries: Environmental issues around the world
      • STRATEGY – communicate options for action and means of raising funds.
    • Greenpeace home, social media
    • Greenpeace Blog, YouTube
    • Greenpeace Facebook, Twitter
    • Greenpeace summary
      • Sophisticated social media strategy and good brand has driven fans on Facebook (>10,000) and Twitter (>13,000), but viral campaigns have also helped
      • Strong media mentions
      • Strong blog mentions , again due to brand profile
      • Strong profiling of individual action stories. Focus on individual, rather than corporate support has enabled absolute focus on individual action.
      • DIAGNOSIS: BEST PRACTICE, CLEARLY MEETING NEEDS OF IDENTIFIED AUDIENCE.
    • Refining strategies
      • Digital strategies should be reviewed at least biannually
      • Change based on objectives, not random performance criteria
      • Changing tactics should ALWAYS be communicated to audiences
      Image source: http://www.flickr.com/photos/mehulantani/4281746510/
    • Questions?
      • Joanne Jacobs
      • Social Media Expert Consultant
      • Email: joanne@joannejacobs.net
      • Blog: http://joannejacobs.net/
      • Twitter: joannejacobs
      • Skype: bgsbjj
      • Skype-in: (+44) 0208 144 9348
      • Mob: (+44) 07948 318 298
    • Index of images used
      • Slide 1 - stacked chairs: http://www.flickr.com/photos/frankenhut/2718407067/
      • Slide 3 - technicolour audience: http://www.flickr.com/photos/veryveryquiet/4659847212/
      • Slide 5 - phone boxes: http://www.flickr.com/photos/richardstowey/118272308/
      • Slide 7 - business applause: http://www.flickr.com/photos/irsein/5144677794/
      • Slide 9 - help on way: http://www.flickr.com/photos/doctorow/2496308570/
      • Slide 11 - donations gallery: http://www.flickr.com/photos/dbaron/311474707/
      • Slide 12 - tube help point: http://www.flickr.com/photos/markhillary/1347412899/
      • Slide 13 - sparse audience: http://www.flickr.com/photos/jvoss/40789803/
      • Slide 14 – empty diner table: http://www.flickr.com/photos/renneville/2731220043/
      • Slide 35 - beach at sunset with lighthouse: http://www.flickr.com/photos/mehulantani/4281746510/
      • - All other images screenshots from websites -