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What can we achieve together? Audience strategy conference, 26 May 2016

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Tobin Aldrich, CEO,  Misfit Foundation
Imogen Ward, chief executive, Lessons for Life Foundation

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: www.charitycomms.org.uk

Published in: Government & Nonprofit
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What can we achieve together? Audience strategy conference, 26 May 2016

  1. 1. Engaging audiences in the new world Tobin Aldrich CEO, Misfit Foundation & strategy consultant Imogen Ward CEO Lessons for Life Foundation
  2. 2. Where are we now?
  3. 3. Where are we now?
  4. 4. But is that the problem? Results have been declining for years for most channels More and more charities Channels are all congested Supporter engagement is extremely low Attrition is increasing steadily Additional restrictions will just make this worse
  5. 5. The future: Engagement More engaged donors = more loyal donors Engaged non givers > donors Passive recipients of charity messages > advocates and champions Move from one way broadcast communications to genuine dialogue At last a relationship with supporters All charities want to do this. But how?
  6. 6. Engagement: Principles Tell compelling stories Embed digital Ask for feedback Invest in supporter care Get supporters to tell your story Create opportunities to ask
  7. 7. Engagement: what it needs Joined up strategies Focus on audiences & what they need Holistic approach Break down organisational silos and barriers Kill “fundraising” , “communications” & “services” as separate categories
  8. 8. Examples
  9. 9. Story Telling
  10. 10. Lessons for Life Transforming lives of children in the toughest parts of Africa through education Charity founded by world's largest international cable company, Liberty Global Has sent 50,000 vulnerable children to school since 2007 Programmes in Kenya, Uganda, Rwanda & South Africa
  11. 11. How do we get good stories? Hard to know where they are Never get them in time Written in project speak Don’t get good enough photos or videos Not a priority for project staff
  12. 12. How to get good stories Technology Training Motivation Effective systems & processes Integration
  13. 13. Snap Story Bridge the gap between donor & work they support Remove the barriers between “us” and “them” Link donations to outcomes Show the impact in real time
  14. 14. Snap Story Android app for field content collection Beneficiary data, case studies, photos & videos Collected in one database Web front end Available in real time Used by marketing staff & programmes teams
  15. 15. Snap Story in Action Candy showing Imogen Snap Story https://vimeo.com/141789711
  16. 16. Implications What donors need as feedback and what NGOs need to monitor programme effectiveness is the same info So this is not just a marketing/fundraising tool but a programme management system NGO marketing and programme management staff getting the same information at the same (real) time Partners also use the same system
  17. 17. Making it work Technology is easy part Must engage project staff Must become part of their day job Must work for them Need proper training in how to identify and tell good stories & taking good photos and video Needs proper plan to deploy content across range of channels Feedback is essential so they know it’s being used
  18. 18. Thank you! Tobin Aldrich tobin@aldrichfundraising.com Imogen Ward imogen@lessonsforlifefoundation.org
  19. 19. 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: www.charitycomms.org.uk
  20. 20. Audience strategy: understanding and connecting with stakeholders Sponsored by Conference 26 May 2016 London #CCaudience WiFi: RRPN1 Password: kmrhja12

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