Mark Tucker-Evans from the Council on the Ageing (QLD) and Rhod Ellis-Jones discuss how non-profits can use digital campaigns and online engagement to empower people, attract funding, and challenge stereotypes. They explain that online tools allow organizations to bring attention to issues, gather support around solutions, and demonstrate community input in policy development. The document also outlines various online tactics that can be used including visual storytelling, user-generated content, engagement, media relations and more.

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Challenging stereotypes
through online engagement
Mark Tucker-Evans, CEO, Council on the Ageing (QLD)
Rhod Ellis-Jones, Principal, Ellis Jones

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Non-profits online: the challenge
— Complex communications function
— Empower people
— Solve problems
— Attract funding

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Engagement & participation
Digital campaigns allow us to:
- Bring attention to an issue online
- Gather support around the solution
- Raise funding
- Establish the credibility of an organisation
- Challenge spin with facts
- Source and demonstrate community input
in policy development

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Fast forward
— Adoption of technologies and new
media is accelerating
— Since last year, Facebook’s 800 million
user base has hit the 1 billion mark.
— Australians have the second-highest
per capita uptake of smartphones in
the world.

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COTA Queensland
— Member, Federation of Councils on the
Ageing.
— Work closely with government and key
stakeholders to create age-friendly
cities and communities.
— Informing diverse policies – aged care,
housing, transport, energy etc.

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Age-friendly
— Outdoor spaces and buildings
— Transportation & Housing
— Social participation
— Respect and social inclusion
— Civic participation and employment
— Communication and information
— Community and health services.

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Tools & tactics
— Visual storytelling
— UGC
— Engagement – ask for a response
— 3rd party advocacy
— Media relations
— Blogger outreach
— Facts/trivia

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Things to consider
— What is your organisation’s key purpose
and how can your online communications
activity achieve this?
— Strategic decisions: resources and
capacity will determine your digital and
social media networking capability.

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Thank you
cotaqld.org.au
Twitter: @COTAQld
ellisjones.com.au
Twitter: @EllisJonesLive
LinkedIn: Ellis Jones