How charities can maximise their message in the digital world. What does digital mean for charities in 2013? Jo Kerr, vInspired Digital Manager

1. How to maximise your
message in the digital world
1. About me
2. About vInspired
3. What does digital mean in 2013?
4. Key trends
5. Five top tips
6. Best practice examples

2. Jo Kerr, Digital Manager
vInspired
• University of St Andrews, English M.A.
(Hons) 2006
• City University, Magazine Journalism
PGDip 2007
• Digital agencies in Glasgow and London
2007-10
• Charity sector since 2010 (RNID)
• CharityWorks ‘highflyer’ 2010-11
• Launched website for Action on Hearing
Loss 2011
• Joined vInspired as Digital Manager
2012 – www.vinspired.com

4. What we believe
Young people can change the
world through volunteering

5. What we do
inspire young people to discover
the value of volunteering-
for themselves and for others

6. How we do it
Give them opportunities
To do good things

7. Our USPs
Young people are at the heart of everything we do
We are game-changers in youth action
Volunteering lays the foundations for enterprise &
employment

8. Our USPs
We develop skilled, caring and engaged young people
who feel they belong
We deliver

9. Our Big Hairy Audacious Goals
• The best, most recognised & most loved youth
charity by young people
• Sustainable income streams
• Stakeholders see us as:
• Big
• Innovative
• Effective
• Well loved
• Making a difference
• Good enough to win an award every year

10. And so…
Scale - Think big
Reach - Think diversity
Recognition - Think expert & brilliance
Impact - Think positive change for all

11. What does ‘digital’ mean in
2013?
• Communication method?
• Channels?
• Tools and services?
• Where your audience ‘live’?
• A fact of life?
• An opportunity?
• Something to be scared of?

12. Key trends
1. User-centred design (personas)
2. Content strategy
3. Integration with social media
4. Lean and start-up methodologies
5. Open data (APIs)
6. MOBILE

13. Tip #1 Digital strategy
• Background
• Vision
• Organisational aims
• Digital aims (mapped to org aims)
• Objectives
• Tactics (and channels)
• Resource
• Budget
• Timescales

14. Tip #2 Think ‘digital first’
• Don’t start with an offline campaign and
make the online fit
• Make sure digital is in the room and at
the table
• Digital team should be evangelists for
digital methodologies
• It’s about end-users (aka people!) so
there’s no place for jargon

15. #3 Empower all staff
• Digital Champions – devolve
responsibility
• Twitter accounts
• Training
• Voice and tone guide
• Data driven decisions
• Steering groups

16. #4 Mobile
• Mobile only users - 22% in UK + greater
in disadvantaged groups
• We don’t get to decide what devices
people use – they do
• Pinching and zooming is not OK
• Responsive design
• Content structured for mobile

17. #5 Know your audience
• User research – LISTEN
• Data – qualitative and quantitative
• Personas
• Test all your assumptions
• Minimum Viable Product
• User generated content

18. Examples #1
• Cancer charities in
US and UK
• Informative
• Great tone of voice

19. Examples #2
• Government and
education in the UK
• Prototyping and beta
versions

20. What vInspired do

21. Thank you!
• Follow me @gambollingsylph
• Follow @vinspired
• Add me on LinkedIn
• Questions? jo.stroyankerr@gmail.com