110219 Communicating your Impact Using the Internet


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How can you use the internet to communicate with your funders and supporters? How can you maximise the impact of your communications? What is the impact of your work and how can you communicate it?

This presentation accompanies a 3 hour workshop I delievered for 20 people at Community Action MK on 22 February 2011

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  • How to Choose a Database Mark Walker, SCIP, 01273 234049
  • Some more figures from recent surveys A lot of these people fall into groups that we as third sector organisations are working with A CHOICE ? We could pack up and go home after drawing the conclusion that these people are not using the internet so we don ’ t need to change or service delivery to reach these people with new media. They are happy outside of the circle and we are happy to work with them like that. OR We could look at ways to bring these groups inside the circle and more effective in our work and drive down social exclusion through increased digital inclusion by looking at these tools and ideas? These are the people front line organisation in OUR sector see and are seeking to support every day. We have a responsibility as LIOs to lead by example.
  • Objectives ...Decide what message you want to convey or what campaign to raise Audience ... Don ’ t decide on a social media platform / tool and then ask your supporters to join that platform then support you as they will first be faced with the barrier of accessing the new tool. Instead establish a presence in the platform or using the tool where you already know your target audience are. Strategy ... Have a clear idea of where the use of social media should take you – treat it like any “ traditional ” marketing campaign in this sense. Its about people and their stories. Implement ... See what others are doing, look at similar organisations. Try out tools and websites, sign up for free trials, tell a limited number of supporters at first. Sustain ... Very important. Don ’ t launch and then leave alone! Social networks need to be cultivated, conversations need to be stimulated and people need their questions and points they raise responded to. If this doesn ’ t take place the network will very quickly loose its inertia. Consider writing this “ gardening ” role into someone ’ s job description or recognising it as a key organisational task. Don ’ t be concerned if you feel the need to “ pull the plug ” on a communication idea if its not working. As most social media is free or very low cost this shouldn ’ t have a huge impact financially.
  • Thanks & To Find Out More
  • 110219 Communicating your Impact Using the Internet

    1. 1. Communicating your impact Mark Walker, SCIP Regional ICT Champion for the South East
    2. 2. Regional ICT Champions Listening Understanding your audience Strategic planning Managing campaigns Collaboration and teamwork Growing your voice Measurement
    3. 3. Regional ICT Champions <ul><li>Three strands for 2010/11 </li></ul><ul><li>Signposting to information about third sector use of ICT </li></ul><ul><ul><li>Top websites </li></ul></ul><ul><ul><li>Databases, websites, funding, fundraising </li></ul></ul><ul><li>Support services for the third sector </li></ul><ul><ul><li>Suppliers, volunteers, social enterprises, CVS </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Benefits, techniques </li></ul></ul>
    4. 4. Communicating your impact <ul><li>Audience </li></ul><ul><li>Messages </li></ul><ul><li>Campaigns </li></ul><ul><li>Storytelling </li></ul><ul><li>Internet </li></ul><ul><li>Social media </li></ul><ul><li>IMAGE: </li></ul><ul><li>www.giovanniorlando.it </li></ul>
    5. 5. A new fundraising challenge <ul><li>What we ’re used to </li></ul><ul><li>One application @ £1,000s </li></ul><ul><li>What we need to learn </li></ul><ul><li>100s of donations @ £10 </li></ul>
    6. 6. New skills to learn <ul><li>From form-filling… </li></ul><ul><li>to tin-rattling </li></ul>
    7. 8. Context
    8. 9. Who is using the internet? <ul><li>Young People </li></ul><ul><li>Older People </li></ul><ul><li>Wealthy People </li></ul><ul><li>Poor People </li></ul><ul><li>People With Disabilities </li></ul><ul><li>Geographic Communities </li></ul><ul><li>Communities of Interest </li></ul><ul><li>Government </li></ul><ul><li>Business </li></ul><ul><li>Individuals </li></ul><ul><li>Your Colleagues </li></ul><ul><li>Your Volunteers </li></ul><ul><li>Your Friends </li></ul><ul><li>Your Family </li></ul><ul><li>Your Funders </li></ul><ul><li>Your Partners </li></ul><ul><li>Your Customers </li></ul><ul><li>Your Competitors </li></ul><ul><li>Your Suppliers </li></ul>
    9. 10. Who doesn ’t use the internet? <ul><li>10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] </li></ul><ul><li>Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children. </li></ul><ul><li>70% of people living in social housing aren ’ t online – which is 28% of everyone not online [Oxford Internet Survey 2007] </li></ul><ul><li>70% of people over 65 have never used the internet [ONS 08] </li></ul>
    10. 11. Third Sector use of the internet <ul><li>66% - fundraising and other research </li></ul><ul><li>61% - purchasing goods and services </li></ul><ul><li>51% - online membership or subscriptions </li></ul><ul><li>45% - remote access </li></ul><ul><li>40% - e-learning </li></ul><ul><li>37% - social networking </li></ul><ul><li>21% - blogging </li></ul><ul><li>20% - VoIP / Skype – internet telephone calls </li></ul><ul><ul><ul><li>nfpSynergy, Virtual Promise 2008 </li></ul></ul></ul><ul><ul><ul><li>groups with <£1m turnover </li></ul></ul></ul>
    11. 12. What can you use the internet for? <ul><li>Fundraising </li></ul><ul><li>Communications </li></ul><ul><li>Information </li></ul><ul><li>Listening </li></ul><ul><li>Collaboration </li></ul><ul><li>Productivity </li></ul><ul><li>Interaction </li></ul><ul><li>Branding </li></ul><ul><li>Development </li></ul><ul><li>Trust </li></ul><ul><li>Communications </li></ul><ul><li>Better Services </li></ul><ul><li>Fundraising </li></ul>
    12. 13. We are changing the way we make decisions
    13. 14. We may listen to the seller
    14. 15. But we are spending more time listening to buyers
    15. 16. How to make an impact online
    16. 17. Planning your campaigns <ul><li>Objectives </li></ul><ul><li>Audience </li></ul><ul><li>Research </li></ul><ul><li>Messages </li></ul>Budget Schedule Delivery Measurement
    17. 18. Sharing your stories <ul><li>Offline </li></ul><ul><li>Annual Report </li></ul><ul><li>Newsletter </li></ul><ul><li>Leaflets </li></ul><ul><li>Postcards </li></ul><ul><li>Events and Exhibitions </li></ul><ul><li>Face-to-face </li></ul><ul><li>DVD/CD </li></ul><ul><li>Online </li></ul><ul><li>Your website </li></ul><ul><li>Facebook Fan Page </li></ul><ul><li>YouTube Channel </li></ul><ul><li>Twitter </li></ul><ul><li>Podcast </li></ul>
    18. 19. Planning your campaigns <ul><li>Name someone in your target audience </li></ul><ul><li>What is the impact of your work? </li></ul><ul><li>How is it relevant to them? </li></ul><ul><li>Whose voice would the like to hear to explain the impact of your work? </li></ul><ul><li>How will you gather the stories that illustrate the impact of your work? </li></ul><ul><li>How will you share your stories with them? </li></ul>
    19. 20. Think internet first <ul><li>Low cost </li></ul><ul><li>High impact </li></ul><ul><li>Share your stories </li></ul><ul><li>Hear other voices </li></ul><ul><li>Always on </li></ul><ul><li>Flexible, dynamic </li></ul>
    20. 21. How to tell a good story <ul><li>Brevity </li></ul><ul><li>Clarity </li></ul><ul><li>Narrative Arc </li></ul><ul><li>Relevance </li></ul><ul><li>Surprise </li></ul>WORDS : neurocooking.blogspot.com PICTURE : Disney Corp.
    21. 22. How to tell a good story <ul><li>D irection </li></ul><ul><li>N arrative </li></ul><ul><li>A ction </li></ul>
    22. 23. Case studies <ul><li>Whose voice? </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Funders </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Yours </li></ul></ul><ul><li>Key messages </li></ul><ul><ul><li>Motivation </li></ul></ul><ul><ul><li>People’ s lives </li></ul></ul><ul><ul><li>Positive change </li></ul></ul><ul><ul><li>Practical </li></ul></ul><ul><ul><li>Values </li></ul></ul>
    23. 24. What you need for telling stories? <ul><li>Computer/internet </li></ul><ul><li>Video camera + mic </li></ul><ul><li>A website or blog </li></ul><ul><li>Facebook Fan Page </li></ul><ul><li>YouTube account </li></ul><ul><li>Twitter account </li></ul><ul><li>JustGiving account </li></ul><ul><li>Time + help </li></ul><ul><li>An audience </li></ul><ul><li>Luck + perseverance… </li></ul>
    24. 25. Exercise 1: Planning your campaigns <ul><li>Objectives </li></ul><ul><li>Audience </li></ul><ul><li>Research </li></ul><ul><li>Messages </li></ul><ul><li>Budget </li></ul><ul><li>Schedule </li></ul><ul><li>Delivery </li></ul><ul><li>Measurement </li></ul><ul><li>Charnworth Youth Club </li></ul><ul><li>Youth Club Revamp </li></ul><ul><li>We want people who live in the area to know more about what we do to help young people so that they will give us their money and their help to revamp the youth club </li></ul><ul><li>Our goal is to raise £500 plus 50 new Facebook fans by the end of May </li></ul><ul><li>What shall we do? </li></ul><ul><li>Write a plan for a fundraising campaign </li></ul>
    25. 26. Exercise 1: Planning your campaigns <ul><li>Who are your target audience? </li></ul><ul><li>What is the impact of your work? </li></ul><ul><li>How is it relevant to them? </li></ul><ul><li>Whose is the best voice for them to hear to explain the impact of your work? </li></ul><ul><li>How will you gather the stories that illustrate the impact of your work? </li></ul><ul><li>How will you share your stories? </li></ul>
    26. 27. Exercise 2: Plan your own campaign Objectives Audience Research Messages Budget Schedule Delivery Measurement
    27. 28. Who can help? <ul><li>peoplesvoicemedia.co.uk/case-studies </li></ul><ul><li>Media Trust: Community Voices, www.mediatrust.org </li></ul><ul><li>www.bbc.co.uk/journalism/skills/writing-styles/web-video/ </li></ul><ul><li>www.slideshare.net/ scipmark </li></ul><ul><li>www.ictchampions.org.uk/downloads </li></ul>
    28. 29. Good luck! <ul><li>This workshop is based on the work of: </li></ul><ul><li>Mark Walker </li></ul><ul><li>@scipmark 01273 234049 </li></ul><ul><li>www.seictchampion.org.uk </li></ul><ul><li>Regional ICT Champions: www.ictchampions.org.uk </li></ul>