Nacro online strategy


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Nacro online development strategy 2008

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Nacro online strategy

  1. 1. Nacro online strategy M Farrar 2008 NACRO online strategy Minuche Farrar
  2. 2. External context <ul><li>Criminal justice has a controversial media image </li></ul><ul><li>People, especially young people, who commit crimes are demonised in the press </li></ul><ul><li>Move towards rehabilitation and attempts to reduce prison population </li></ul>Nacro online strategy M Farrar
  3. 3. Background <ul><li>Service users drawn from overcrowded prisons or from highly disadvantaged backgrounds where they risk getting involved in crime </li></ul><ul><li>Funding becoming more localised </li></ul><ul><li>Policymakers looking for joined-up solutions </li></ul>Nacro online strategy M Farrar
  4. 4. NACRO’s strengths <ul><li>Clear understanding of environment </li></ul><ul><li>Well positioned to respond to cross-party support for an increased independent-sector service delivery </li></ul><ul><li>Well-established and respected profile </li></ul><ul><li>Expert staff </li></ul><ul><li>Strong local presence </li></ul><ul><li>Equality and diversity implementation </li></ul>Nacro online strategy M Farrar
  5. 5. Overview <ul><li>Nacro would like to align itself with </li></ul><ul><li>Service users </li></ul><ul><li>Funders </li></ul><ul><li>Policymakers </li></ul>Nacro online strategy M Farrar
  6. 6. Objectives <ul><li>Augment services for service users </li></ul><ul><li>Become a trusted resource for service users </li></ul><ul><li>Become a magnet for funding </li></ul><ul><li>Build on its authoritative status among policymakers </li></ul><ul><li>Continue providing consultancy and training to agencies </li></ul><ul><li>Integrate with existing services </li></ul>Nacro online strategy M Farrar
  7. 7. Key messages <ul><li>Nacro is the main charity in England and Wales dedicated to reducing offending </li></ul><ul><li>We can help you avoid becoming involved in crime and reoffending and help rehabilitate you </li></ul><ul><li>We are secure, with local knowledge, and are a good prospect to fund </li></ul><ul><li>We can provide you with authoritative policy analysis and consultancy on offending, particularly youth offending </li></ul>Nacro online strategy M Farrar
  8. 8. Approach to target audiences <ul><li>Reaching a variety of service users might require several online forms of communication </li></ul><ul><ul><li>Offenders </li></ul></ul><ul><ul><li>Ex-offenders </li></ul></ul><ul><ul><li>Those at risk </li></ul></ul><ul><ul><li>Different age groups </li></ul></ul><ul><li>Funders seek transparency </li></ul><ul><li>Policymakers expect factual authoritative information </li></ul><ul><li>Agencies want clear, brief, relevant information </li></ul>Nacro online strategy M Farrar
  9. 9. Reaching audiences effectively <ul><li>Establish target groups to address different needs </li></ul><ul><li>Vulnerable or excluded </li></ul><ul><li>Offenders </li></ul><ul><li>Ex-offenders </li></ul>Nacro online strategy M Farrar
  10. 10. Using online communications to reach audiences <ul><li>Highlight projects </li></ul><ul><li>Feature case studies of those Nacro have helped </li></ul><ul><li>Provide specific advice to complement existing advice </li></ul><ul><li>Provide joined-up information for each type of user </li></ul><ul><li>Build two-way communication with audiences </li></ul><ul><li>Build profile to influence national policy </li></ul><ul><li>Provide an easily accessed resource </li></ul><ul><li>Highlight Nacro’s successes - good news stories </li></ul>Nacro online strategy M Farrar
  11. 11. NACRO online strategy Minuche Farrar
  12. 12. Using online communication to help Nacro <ul><li>Complement work already being done </li></ul><ul><li>Save costs through online publications and donations transactions </li></ul><ul><li>Present a comprehensive picture at policy level </li></ul><ul><li>Enable audiences to interact with Nacro </li></ul><ul><li>Gain longstanding relationships with audiences </li></ul>Nacro online strategy M Farrar
  13. 13. Planning a new website <ul><li>Structure around key audiences </li></ul><ul><li>Build it around user ‘journeys’ </li></ul><ul><li>Meet accessibility criteria </li></ul><ul><li>Use stories and case studies </li></ul><ul><li>Build in future needs </li></ul><ul><li>Clear structure and functionality </li></ul><ul><li>Simple content management </li></ul><ul><li>Keep language clear, avoid jargon, not patronising </li></ul>Nacro online strategy M Farrar
  14. 14. Nacro online strategy M Farrar
  15. 15. Other online communications <ul><li>Specifically-targeted communications may work better alongside website </li></ul><ul><li>Microsite for service users with different approach to information? </li></ul><ul><li>Use social networking sites to direct people to specific areas of site eg consultancy and training on Facebook - this needs to be very clearly planned and focused </li></ul><ul><li>Use local networks to direct people to site </li></ul><ul><li>Start with simple website and build from there </li></ul>Nacro online strategy M Farrar
  16. 16. NACRO online strategy Minuche Farrar
  17. 17. How it should work <ul><li>Call to action on every page </li></ul><ul><li>Simple transaction function </li></ul><ul><li>Image boxes with text </li></ul><ul><li>Search </li></ul><ul><li>Frequently updated home page </li></ul><ul><li>Highlight features </li></ul><ul><li>Showcase for national projects </li></ul>Nacro online strategy M Farrar
  18. 18. Supporting a new website <ul><li>Establish awareness </li></ul><ul><li>Build commitment </li></ul><ul><li>Manage change </li></ul><ul><li>Use existing collaborations </li></ul>Nacro online strategy M Farrar
  19. 19. Redevelopment planning <ul><li>Evaluate needs over 3-year period </li></ul><ul><li>Analyse similar site and best practice </li></ul><ul><li>Survey audiences and other stakeholders </li></ul><ul><li>Work with a user group - mainly internal </li></ul><ul><li>Analyse technological requirements and integrate with IT plan </li></ul><ul><li>Audit of existing site and future requirements </li></ul><ul><li>Evaluate resource requirements and impact on workforce </li></ul>Nacro online strategy M Farrar
  20. 20. Nacro online strategy Any questions? NACRO online strategy Minuche Farrar