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Social on a shoestring - Small charities communications conference, 11 July 2018


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Sarah Peterson, communications consultant, Peterson communications

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do:

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Social on a shoestring - Small charities communications conference, 11 July 2018

  1. 1. Social media on a shoestring Small charities conference 11th July 2018 Sarah Peterson Peterson Communications
  2. 2. Welcome • Disclaimer: I won’t be giving you a set of rules! • Today is about sharing my experience of social media - what you can do to help achieve results - my suggestions about how you can make the most of it
  3. 3. Social media is important for charities because…. A great way to communicate with your supporters & donors Helps you reach out to people & organisations who could make a difference to your cause Encourages new supporters and donors Enables you to tell a story, take people on a journey & bring your cause to life Lloyds Bank Digital Business Index 2017 Charities can help drive a positive change – your social media communications could make a difference
  4. 4. Which channel to choose • Facebook (32 million in UK) - engage supporters & you can create communities within specialist groups, longer posts • Twitter (15 million in UK) - engage supporters & potential partnerships or relationships with other charities, shorter posts • Instagram (14 million in UK) - picture or video-led - hashtags can help widen your reach • LinkedIn (10 million) - share news, recruit volunteers, grants & foundations
  5. 5. Which channel(s) to prioritise? • Which platform(s) are you currently using? - take a look at your social media analytics & website - have you run a specific campaign that has achieved results? • Resource - consider managing one platform really well rather than be everywhere and rarely post
  6. 6. Writing a social media content plan • Why bother to plan? - helps you vary your content consistent tone - you don’t have to keeping trying to think of what to post - consistent tone - helps you promote all aspects of your charity, not just current or newsy content • Where do I start?
  7. 7. Planning content ahead • Free tools that enable you to plan your posts ahead - Buffer (3 platforms, 10 posts in advance) - Hootsuite (3 platforms, 30 posts in advance) - TweetDeck (1 platform) - Friends+Me (paid-for if you want Instagram) - Lightful
  8. 8. Your plan – how to start All the details about your charity & what you do Event, promotions and seasonal links Posts that ask or thank Ad-hoc content Inspirational content that shows how your organisation works for change
  9. 9. 1. Facts & figures Every detail about what your charity does… • Who do you help, what services do you provide? • If relevant profile members of staff - Trustees, Patrons, Scientific Committee, etc • Materials you publish (on and offline) - annual review, factsheets, advice guidelines - important partnerships? • News, announcements • Your mission statement - history of your charity & the future
  10. 10. This is a really positive post about an ambassador joining the organisation but you can post about your current patrons, team, Trustees who have been in post for a while in exactly the same way - a great way to remind your followers that there is talent & passion across the charity
  11. 11. You can easily plan a series of posts that promote all the vital services and support that you offer. Great to include a signpost to an important online resource ‘Small charity doesn’t mean small impact.’ An excellent graphic that could be used to post about other areas of the charity as well. Elements of this graphic could be used as individual posts too – all easily plannable!
  12. 12. 2. Events and seasonal links • Can you link your cause to: - national awareness days, seasons or national holidays, anniversaries of when your organisation was founded, etc • Mentions & reminders about all your planned events and special appeals
  13. 13. An effective way to link the cause with the day – there’s not always time or resource to create graphics, so this would work just as well with a link to web resources A positive & clear call to action linked to an anniversary. Even if you don’t have a particular image until the last minute you can still plan/write the post ahead
  14. 14. This Tweet was part of a planned 4 week campaign. Don’t be shy about telling your followers what to do - they certainly did in this instance! 58 shares! All the Tweets were planned ahead using Buffer.
  15. 15. Your turn to write a post!
  16. 16. Here’s how they did it Emotional Inspirational Showcases the people in the organisation Human touch! Directly shows the impact of donations & support
  17. 17. 3. Asking & thanking Run a marathon for us! Donate now!! Support our appeal! Come to our events! Become a regular giver!
  18. 18. Asking • What type of financial help do you need? - online, legacies, grants - corporate, events, individual fundraising, regular giving, one-off appeals • Non-financial - could be volunteers or partnerships that donate time or services
  19. 19. A wonderful way to ‘ask’!
  20. 20. A great way to combine thanking and asking
  21. 21. Thanking • Celebrate fundraisers - thanking them & describing how they support you is important for them & could inspire others to fundraise/support you • Small is beautiful - an annual cake sale or a weekly volunteer in your office as important as a large scale fundraiser • Consistently thank your supporters & partners - try to mention all the different things supporters do to help your organisation
  22. 22. 4. Ad-hoc content • Events - photos or commentary/video that you want to upload immediately • A comment or response to the news - could be a story that relates to your cause & you want to post about it on that day - could be an article you’re sharing & you want to add a comment • Announcements - you might need to post a news item on the day
  23. 23. In both these Tweets a current news story has been shared that directly relates to the cause. The commentary from The Ollie Foundation is positive and they clearly signpost further information & support
  24. 24. A great way to show your impact. Doesn’t have to be large scale to feel really positive
  25. 25. 5. Inspirational content Inspirational, warm content that shows how your organisation works to make a positive change Tell your story, show your impact What is the scale of the problem? and how is your charity trying to solve it? Inspire with stories “Hope not hype”
  26. 26. Strong stats that illustrate the scale of the problem & what the charity is doing to change it
  27. 27. Inspiring story which works just as well on Instagram
  28. 28. For families affected by these issues, this post makes you want to click through and know that the stories from others will be helpful and supportive
  29. 29. On Twitter The Herts Domestic Abuse Helpline speak directly to those in need, showing great care & sensitivity with the words. Clear signposting to online information.
  30. 30. On Instagram the longer caption length has been used to describe in more detail the support offered with clear calls to action for phone or online support
  31. 31. A strong quote and images that link through to a powerful story
  32. 32. Measurement • Look at your social media analytics on a monthly or bi-monthly basis - within the account & simple to review • Your website - increase in visits? check your Google Analytics - visits coming from which platform? • Newsletter/database - new people signing up? • General enquiries about what you do - email, telephone
  33. 33. Advice on planning • Write down ideas that fall into the 5 categories discussed here • Plan monthly and in advance • No more than 6 months to start with as interesting to review & see what’s working well • Use a planning tool (i.e. buffer) • Review against your objectives • Good luck!
  34. 34. Summary: 5 things to take away • Plan • Keep it real and connected to your cause • Say thank you as well as please • Think about what you respond to on social media and apply it to your posts • Try and include a call to action or signpost further info & help
  35. 35. 11 July 2018 London #CCsmallcharity Small charities communications conference
  36. 36. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: