Nacro online strategy M Farrar 2008 NACRO online strategy Minuche Farrar

External context Criminal justice has a controversial media image People, especially young people, who commit crimes are demonised in the press Move towards rehabilitation and attempts to reduce prison population Nacro online strategy M Farrar

Criminal justice has a controversial media image

People, especially young people, who commit crimes are demonised in the press

Move towards rehabilitation and attempts to reduce prison population

Background Service users drawn from overcrowded prisons or from highly disadvantaged backgrounds where they risk getting involved in crime Funding becoming more localised Policymakers looking for joined-up solutions Nacro online strategy M Farrar

Service users drawn from overcrowded prisons or from highly disadvantaged backgrounds where they risk getting involved in crime

Funding becoming more localised

Policymakers looking for joined-up solutions

NACRO’s strengths Clear understanding of environment Well positioned to respond to cross-party support for an increased independent-sector service delivery Well-established and respected profile Expert staff Strong local presence Equality and diversity implementation Nacro online strategy M Farrar

Clear understanding of environment

Well positioned to respond to cross-party support for an increased independent-sector service delivery

Well-established and respected profile

Expert staff

Strong local presence

Equality and diversity implementation

Overview Nacro would like to align itself with Service users Funders Policymakers Nacro online strategy M Farrar

Nacro would like to align itself with

Service users

Funders

Policymakers

Objectives Augment services for service users Become a trusted resource for service users Become a magnet for funding Build on its authoritative status among policymakers Continue providing consultancy and training to agencies Integrate with existing services Nacro online strategy M Farrar

Augment services for service users

Become a trusted resource for service users

Become a magnet for funding

Build on its authoritative status among policymakers

Continue providing consultancy and training to agencies

Integrate with existing services

Key messages Nacro is the main charity in England and Wales dedicated to reducing offending We can help you avoid becoming involved in crime and reoffending and help rehabilitate you We are secure, with local knowledge, and are a good prospect to fund We can provide you with authoritative policy analysis and consultancy on offending, particularly youth offending Nacro online strategy M Farrar

Nacro is the main charity in England and Wales dedicated to reducing offending

We can help you avoid becoming involved in crime and reoffending and help rehabilitate you

We are secure, with local knowledge, and are a good prospect to fund

We can provide you with authoritative policy analysis and consultancy on offending, particularly youth offending

Approach to target audiences Reaching a variety of service users might require several online forms of communication Offenders Ex-offenders Those at risk Different age groups Funders seek transparency Policymakers expect factual authoritative information Agencies want clear, brief, relevant information Nacro online strategy M Farrar

Reaching a variety of service users might require several online forms of communication

Offenders

Ex-offenders

Those at risk

Different age groups

Funders seek transparency

Policymakers expect factual authoritative information

Agencies want clear, brief, relevant information

Reaching audiences effectively Establish target groups to address different needs Vulnerable or excluded Offenders Ex-offenders Nacro online strategy M Farrar

Establish target groups to address different needs

Vulnerable or excluded

Offenders

Ex-offenders

Using online communications to reach audiences Highlight projects Feature case studies of those Nacro have helped Provide specific advice to complement existing advice Provide joined-up information for each type of user Build two-way communication with audiences Build profile to influence national policy Provide an easily accessed resource Highlight Nacro’s successes - good news stories Nacro online strategy M Farrar

Highlight projects

Feature case studies of those Nacro have helped

Provide specific advice to complement existing advice

Provide joined-up information for each type of user

Build two-way communication with audiences

Build profile to influence national policy

Provide an easily accessed resource

Highlight Nacro’s successes - good news stories

NACRO online strategy Minuche Farrar

Using online communication to help Nacro Complement work already being done Save costs through online publications and donations transactions Present a comprehensive picture at policy level Enable audiences to interact with Nacro Gain longstanding relationships with audiences Nacro online strategy M Farrar

Complement work already being done

Save costs through online publications and donations transactions

Present a comprehensive picture at policy level

Enable audiences to interact with Nacro

Gain longstanding relationships with audiences

Planning a new website Structure around key audiences Build it around user ‘journeys’ Meet accessibility criteria Use stories and case studies Build in future needs Clear structure and functionality Simple content management Keep language clear, avoid jargon, not patronising Nacro online strategy M Farrar

Structure around key audiences

Build it around user ‘journeys’

Meet accessibility criteria

Use stories and case studies

Build in future needs

Clear structure and functionality

Simple content management

Keep language clear, avoid jargon, not patronising

Nacro online strategy M Farrar

Other online communications Specifically-targeted communications may work better alongside website Microsite for service users with different approach to information? Use social networking sites to direct people to specific areas of site eg consultancy and training on Facebook - this needs to be very clearly planned and focused Use local networks to direct people to site Start with simple website and build from there Nacro online strategy M Farrar

Specifically-targeted communications may work better alongside website

Microsite for service users with different approach to information?

Use social networking sites to direct people to specific areas of site eg consultancy and training on Facebook - this needs to be very clearly planned and focused

Use local networks to direct people to site

Start with simple website and build from there

NACRO online strategy Minuche Farrar

How it should work Call to action on every page Simple transaction function Image boxes with text Search Frequently updated home page Highlight features Showcase for national projects Nacro online strategy M Farrar

Call to action on every page

Simple transaction function

Image boxes with text

Search

Frequently updated home page

Highlight features

Showcase for national projects

Supporting a new website Establish awareness Build commitment Manage change Use existing collaborations Nacro online strategy M Farrar

Establish awareness

Build commitment

Manage change

Use existing collaborations

Redevelopment planning Evaluate needs over 3-year period Analyse similar site and best practice Survey audiences and other stakeholders Work with a user group - mainly internal Analyse technological requirements and integrate with IT plan Audit of existing site and future requirements Evaluate resource requirements and impact on workforce Nacro online strategy M Farrar

Evaluate needs over 3-year period

Analyse similar site and best practice

Survey audiences and other stakeholders

Work with a user group - mainly internal

Analyse technological requirements and integrate with IT plan

Audit of existing site and future requirements

Evaluate resource requirements and impact on workforce

Nacro online strategy Any questions? NACRO online strategy Minuche Farrar