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/

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Which Audience? Strategy Development for Non Profit Organisations

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