6. TOPICS
OUTCOMES
Buffet Â
Interactive
Reflective
FRAMING
The
 Agenda
Implement
 one
Â
small
 step
 to
Â
improve
 or
Â
create
 NGO
Â
digital
 strategy
⢠Introduction
⢠Digital
 Trends
⢠Digital
Â
Assessment
⢠Writing
 Your
Â
Digital
 Strategy
⢠Content
 &
 Social
Â
Media
 Channels
⢠Q/A
Â
⢠Reflection
Resources: Â Â http://bethkanter.wikispaces.com/IFC-ÂASIA
7. Think
 and
 Share
⢠What
 are
 your
 burning
 questions
Â
about
 digital
 strategy?
Â
8. Online
 Poll
Just
 three
 words
 to
 describe
 your
 organizationâs
Â
biggest
 challenge
 around
 creating
 and
Â
implementing
 a
 digital
 strategy?
Slido.com
IFC-ÂâASIA
http://bit.ly/IFC-ÂâASIA-Ââ1
9. Think Global, Act Local
What NGOs Fundraisers Need To
Know About Digital Trends
10.
11. Google:        Loon  Project
Facebook: Â Â Â Internet.org
45. Strategy: GEN Z
They respond to humor and good
storytelling that is highly visual and
brief. Speak their language and let
them customize their donor
experience with your NGO
46. Trend 3:
Trust in institutions is decreasing
while influence of âpersonal brands
and networksâ is increasing. People
trust employees of NGO as an
information source. They also are
likely to seek out information from
people in their online networks.
59. Connectivity and social media also
can help you create an army of
ambassadors to share your NGOâs
stories and influence people in their
networks
60. Coordinating
 &
 Amplifying
 Digital
 Ambassadors
 =
 Impact
âWhen
 you
 hear
 an
 idea
 from
 two
Â
people,
 it
 counts
 for
 twice
 as
 much
Â
as
 if
 you
 randomly
 hear
 it
 once.
Â
Â
And
 if
 you
 hear
 an
 idea
 from
 ten
Â
people,
 the
 impact
 is
 completely
Â
off
 the
 charts
 compared
 to
 just
 one
Â
person
 whispering
 in
 your
 ear.
Â
Coordinating
 and
 amplifying
 the
Â
evangelists
 of
 your
 idea
 is
 a
 big
Â
part
 of
 the
 secret
 of
 marketing
Â
with
 impact.â
Â
Seth
 Godin
61.
62.
63. Strategy: Brand Presence Is Not
Enough
Staff should be present on digital
media channels as their personal
brand and leverage networks.
Identify and cultivate supporters to
share stories with their networks,
focus on those who influence others
decisions.
64. Digital
 Trends:
 Global
 and
 Local
â How
 do
 these
 trends
Â
influence
 your
 NGOâs
Â
thinking
 about
 digital
Â
strategy?
â What
 have
 you
 thought
Â
about
 before?
â What
 resonated?
Â
Â
65. Your
 NGOâs
 Digital
 Strategy
⢠Written
 outline
 that
 focuses
 on
 the
Â
big
 picture created
 by
 staff
Â
responsible
 for
 implementation
⢠Gets
 input
 from
 staff
Â
⢠Determines
 how
 to
 best
 invest
Â
limited
 resources
 and
 staff
 time
⢠Assesses
 your
 digital
 assets
 â
website,
 content,
 social
 media,
Â
email,
 and
 mobile
 presence
 to
 help
Â
your
 NGO
 achieve
 impact
⢠Short
 timeframe,
 technology
Â
changes
 fast
Resource: Â Â http://www.care2services.com/2017-Âdigital-Âoutlook-Âreport
66. A
 Digital
 SWOT
 Analysis
⢠Strength:
 Whatâs
 good?
 Something
 that
 you
 are
 doing
 well.
Â
⢠Weakness:
 Whatâs
 bad?
 An
 area
 you
 need
 to
 improve.
Â
⢠Opportunity:
 Whatâs
 easy
 to
 improve?
 Changes
 or
 strengths
Â
that
 you
 can
 take
 advantage
 of.
 Areas
 of
 weakness
 that
 can
 be
Â
improved
 upon.
Â
⢠Threat:
 What
 is
 stopping
 you
 from
 turning
 a
 weakness
 into
 an
Â
opportunity?
 Obstacles
 that
 you
 are
 facing.
Â
Strategy Digital  Level Investment Staff
Channels Mobile  Presence Website Social Â
Media
Content Email
Source: Â http://www.care2services.com/2017-Âdigital-Âoutlook-Âreport
67. What
 level
 is
 your
 NGOâs
 strategy?
Crawl
No
 digital
 strategy
 in
 place
Walk
Informal
 digital
 strategy
Â
 or
 strategy
 outline
 for
 one
Â
channel
 that
 includes
 objectives,
 audience,
 metrics,
Â
consistent
 communication/frequency,
 and
 part
 time
 staff
Â
for
 digital.
Run
Formal,
 written
 digital
 strategy
 for
 several
 channels,
Â
measurable
 objectives,
 target
 audiences
 and
 personas,
Â
communications
 &
 frequency
 for
 each
 channel,
 full-Ââtime
Â
staff
 dedicated
 to
 digital,
 metrics,
 ROI
 analysis,
 annual
Â
analysis
 of
 channels,
 and
 experiments
 with
 digital
Â
platforms.
69. Whereâs
 Your
 Organization
 Now?
â What
 do
 you
 need
 to
 do
 to
 improve?
Â
 What
 do
Â
you
 think
 is
 the
 biggest
 priority?
72. AUDIENCE: Artists
 and
 neighborhood
 residents
 interested
 in
 showing,
 creating,
Â
or
 understanding
 art.
MEASURABLE
 GOALS:
Â
Increase
 engagement by
 2
 comments
 per
 FB
 post
 by
 FY
 2017
Content
 analysis
 of
Â
 conversations:
 Does
 it
 make
 the
 organization
 more
Â
accessible?
Increase
 enrollment in
 classes
 and
 attendance
 at
 events
Â
 by
 5%
 by
 FY
 2017
10%
Â
 students
 /attenders
 say
 they
 heard
 about
 us
 through
 Facebook,
 Instagram,
Â
Twitter
Convert
 students
 and
 attendees
 to
 members
 by
 30%
 by
 FY
 2017
 or
 raise
 $x
CONTENT
Show
 the
 human
 face
 of
 artists,
 remove
 the
 mystique,
 get
 audience
 to
 share
 their
Â
favorites
 artists
 on
 social
 channels.
Â
 Focus
 on
 video
 content,
 including
 FB
 Live.
Â
Â
Donation
 ask
 via
 email
 after
 they
 complete
 classes.
CHANNELS
Facebook,
 Twitter,
 and
 Instagram
 to
 use
 best
 practices
 and
 align
Â
engagement/content
 with
 other
 channels
 which
 includes
 flyers,
 emails,
 and
 web
Â
site
 with
 mobile
 presence
 and
 social
 sharing
 widgets.
Â
Â
Â
Â
IMPLEMENTATION
Two
 staff
 members
 will
 allocate
 5-Ââ7
 hours
 per
 week
 of
 their
 time.
Â
 Weekly
Â
strategy
 meeting
 that
 includes
 planning
 and
 measurement.
Â
Â
 Work
 with
 web
Â
developer.
Â
Basic
 Digital
 Strategy:
 Kearny
 Street
 Workshop
73. Step
 1:
 Define
 Measurable
 Goals
Reach
Â
Engage
Action
Donate
Increase  engagement  by Â
4%  on  Facebook
Increase  the  number  of Â
people  who  follow  us  on Â
Twitter  by  10%
Grow  our  web  site Â
visitors  by  10%
Grow  our  email Â
newsletter  by  1000 Â
names
74. Step
 2:
Â
 Define
 Your
 Target
 Audience
Demographics Relationship Online
 Usage
Interests
Young
 people
 age
 18-Ââ24
 who
 use
 social
 media
 and
 mobile
 and
Â
care
 about
 our
 organizationâs
 mission.
Â
Â
 They
 have
 requested
Â
information
 or
 shared
 information
 about
 a
 recent
 advocacy
Â
campaign,
 but
 have
 not
 donated.
Â
 They
 respond
 to
 humor
 and
Â
visual
 content.
Â
 They
 would
 be
 inspired
 to
 donate
 if
 they
 were
Â
asked
 by
 a
 peer
 and
 or
 they
 could
 run
 their
 own
 fundraiser.
75. Step
 3:
 Get
 A
 Deeper
 Understanding
 of
 Your
 Audience
RESEARCH
⢠Analytics
⢠Audience
Â
Data
⢠Survey
⢠Interviews
PERSONA
⢠Name
⢠Demographics
⢠Interests
⢠Motivations
⢠Influences
⢠Channels
76. Step
 3:
Â
 Create
 Personas
Personas  are  fictionalized  characters Â
to  represent  different  target  audiences Â
for  your  digital  strategy.    It  helps  you Â
create  the  right  content  and  useful Â
tool  when  identifying  digital  channels.
Personas  save  you  time  and  make Â
your  digital  strategy  more  effective.
78. The
 Organization
⢠NGO
 w/
 a
 mission
 to
 protect
 endangered
 animals
⢠Runs
 different
 advocacy
 campaigns,
 online
 petitions
Â
and
 educational
 campaigns.
⢠Needs
 to
 raise
 money
 from
 online
 supporters,
Â
transforming
 them
 from
 advocates
 to
 donors
 to
 help
Â
support
 their
 field
 program.
⢠Planning
 an
 advocacy
 campaign
 to
 raise
 awareness
Â
about
 a
 cosmetic
 product
 that
 is
 endangering
Â
moonbears
 in
 Asia
 because
 of
 the
 way
 it
 is
Â
manufactured.
Â
 The
 process
 is
 cruel
 and
 kills
 the
Â
bears.
79. Meet
 Ming-ÂâNa
Who:
Â
Â
 Millennial
 who
 lives
 with
 her
 parents
 and
 works
 at
 a
 bank,
 interested
 in
 fashion
 and
Â
protecting
 animals.
Â
Â
 She
 is
 passionate
 about
 sustainability
 and
 has
 signed
 online
 petitions
 for
Â
the
 NGOâs
 past
 campaigns.
What story?:
Â
Â
 The
 organization
 needs
 to
 tell
 a
 story
 to
 help
 connect
 their
 campaign
 to
 her
Â
passion
 for
 protecting
 animals
 and
 her
 other
 interests.
What
 channels
 does
 she
 use?
Â
Â
Â
 She
 uses
 Instagram
 mostly
 because
 of
 her
 fashion
 interest,
Â
but
 also
 nature
 and
 animals
 photos.
Â
 She
 loves
 browsing
 photos
 -Ââ leaving
 comments,
 sharing
Â
with
 friends.
Â
 She
 takes
 photos
 of
 animals
 and
 earth
 friendly
 fashion
 on
 her
 account
 and
Â
shares
 on
 Instagram with
 her
 followers
 from
 her
 country
 and
 beyond.
Â
 Loves
 beautiful
Â
pictures
 of
 bears.
Â
What  story  should  the  organization  tell?
What  channels?
80. Exercise:
 Think
 and
 Write
⢠Write
 down
 your
 objectives
 and
 make
 them
Â
measurable
⢠Describe
 the
 target
 audiences
 that
 you
 want
Â
to
 reach
 through
 digital
⢠Write
 one-Ââpersona
 based
 on
 what
 you
 know
Â
about
 your
 audience
86. Digital
 Content
 Best
 Practices
⢠Content
 themes
 and
 stories
 resonate
 with
Â
your
 audience
 personas
 and
 support
Â
measurable
 goals
Â
â˘Content
 is
 shared
 across
 channels
 and
Â
optimized
 for
 different
 social
 media
 channels
⢠Different
 Formats:
 Video,
 Photo,
 Text
Â
⢠Disciplined
 work
 flow
 to
 plan,
 create,
 curate,
Â
share
 and
 measure
Â
87. THE
 PLANNING
 WORK
 FLOW
SCHEDULING
 &
 ORGANIZING
Who,
 What,
 When,
 Channel
THEME
 DISCOVERY
Make
 a
 high
 level
 plan
RESEARCH
 &
 BRAINSTORMING
What
 content
 do
 personas
 want
 to
 consume?
88. Content
 Themes
⢠Behind
 the
 scenes
 at
 your
 organization
⢠Stories
 of
 impact
 about
 the
 target
 audience
⢠Showcase
 programs
 or
 services
⢠Fun
 or
 inspiring
 stories
 or
 content
⢠Educational
 or
 practical
 tips
⢠Industry
 or
 local
 news,
 breaking
 news,
 news
 jacking
⢠Research,
 data,
 policy
 information
⢠Curate
 content
 useful
 to
 your
 audience
⢠User-Ââgenerated
 content
91. Visual
 Content
 Creation
 Tools
http://blog.hubspot.com/marketing/visual-Ââcontent-Ââcreation-Ââsocial-Ââmedia
92. Exercise:
 Think &
 Write &
 Share Pair
â Identify
 content
 theme.
Â
Â
 Brainstorm
 some
 ideas
 about
Â
your
 NGO
 would
 share
 a
 story
 related
 to
 that
 theme
Â
that
 resonates
 with
 your
 target
 audience.
âBehind
 the
 scenes
 at
 your
 organization
âStories
 of
 impact
 about
 the
 target
 audience
âShowcase
 programs
 or
 services
âFun
 or
 inspiring
 stories
 or
 content
âEducational
 or
 practical
 tips
âIndustry
 or
 local
 news,
 breaking
 news,
 news
 jacking
âResearch,
 data,
 policy
 information
âCurate
 content
 useful
 to
 your
 audience
âUser-Ââgenerated
 content
102. Pick
 the
 Best
 Channels
 to
 Reach
 Your
 Audience
â Optimize
 the
 2-Ââ3
 most
 important
 social
 platforms
 first
â Optimize
 for
 multiple
 screens
â Right
 size
 to
 your
 capacity
â Experiment
 with
 adding
 niche
 or
 experimental
 channels,
Â
with
 small
 pilot
 first
 to
 learn
 and
 incrementally
 investing
Â
based
 on
 results
â Repurpose
 and
 recycle
 content
 creatively
 across
Â
channels
â Measure,
 learn,
 improve
103. â Complete your FB profile, prioritized
in algorithm
â Experiment with post length: Short
copy could work well for clicks,
whereas longer copy could work
better for engagement.
â Lead with a question in your post
â Use bullet point lists
â Add a pull quote from your content
â Include an emoji or two
â Tag other pages/users
â Share content via messenger
â Images work well on Facebook, ideal
size 1,200 x 630 pixels or use Canva
â Video, video, video! Experiment
Facebook Live
114. How
 To
 Get
 Started
1. What
 moment
 of
 impact
 will
 you
 live
Â
stream?
2. Create
 a
 simple
 template
 for
 the
Â
broadcast
3. Respond
 to
 commenters
4. Tell
 people
 WHEN
 you
 are
 going
 live
Â
and
 promote
 in
 advance
5. Track
 your
 CTAs
6. Thank
 supporters
 in
 a
 separate
 post
Â
with
 a
 link
 to
 the
 video
 and
 Call
 to
Â
Action
115. Exercise:
 Think,
 Write,
 and
 Share
â How
 can
 you
 share
 your
 story/content
 as
 a
Â
Facebook
 live
 event
 or
 a
 video?
Â
 Think
 about
 your
Â
goal
 and
 your
 audience.
116. â 2016 - One Billion Users
â Bots - automated
responses
â Early adopter stage for
NGOS
117. 1
 Climate
 Reality
Â
Â
https://www.facebook.com/climatereality/
2
 Anne
 Frank
 House
https://www.facebook.com/annefrankhouse/
3
 National
 Geographic
https://www.facebook.com/NatGeoGenius/
4
 Mission/USA
 (Pope)
https://www.messenger.com/t/MissioUSA
119. Redefining
 Brand
 Ambassadors
 for
 Digital
⢠Any
 stakeholder
 who
 is
Â
passionate
 about
 your
Â
organization
 â Staff,
 Board,
Â
and
 Supporters
⢠Shares
 information
 about
Â
your
 organization
 on
 social
Â
channels
⢠Asks
 their
 online
 social
Â
networks
 to
 support
 to
 the
Â
organization.
Digital  Brand Â
Ambassadors
120. Social
 Media
 Ambassador
 Programs
Staff/Board
âInsidersâ
Supporters
âOutsidersâ
Organizational Campaign
121. Human
 Rights
 Watch:
Â
 Organizational
 â Employee
 Engagement
Â
⢠Goal:
 Supports
 Program
 and
Â
Fundraising
 Campaigns
⢠Leverage
 individual
 networks
 of
Â
over
 200
 staff
 members
 on
 Twitter
⢠Social
 media
 policy
 encourages
 all
Â
staff
 to
 participate
 as
 personal
Â
brands
⢠Provide
 training
 and
 support,
 with
Â
social
 media
 manager
 providing
Â
support
⢠Internal
 coordination
 via
 listserv
⢠Provides
 value
 to
 staff
 for
 content
Â
curation
 and
 media
 relations
135. Provide
 A
 Communications
 Toolkit
 with
 Basics
⢠Overview
 of
 organization
Â
and
 campaign
⢠Talking
 points
⢠Brand
 and
 Staff
 social
Â
media
 accounts
⢠Hashtags
⢠Sample
 FB
 Updates
⢠Sample
 Tweets
⢠Sample
 LinkedIn
 Updates
⢠Visual
 Content
 for
Â
different
 channels,
Â
different
 campaign
Â
messages
⢠List
 of
 collateral
 materials
Â
online
 â logos,
 important
Â
links,
 etc.
136.
137.
138.
139.
140.
141. Momsrising:
Â
 Joyful
 FuneralsâŚ.
Cultivate
 Organizational
 Awareness:
Â
Momsrising:
 Joyful
 Funerals
146. Your  Digital  Strategy Â
Creating  A  Plan  for  Optimizing  your  NGOâs Â
Digital  Presence
Beth  Kanter  and  Tharum  Bun
THANK Â YOU