Inspirational Instagram campaigns from WaterAid. Content marketing conference, 16 April 2015

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This document discusses WaterAid's use of Instagram to share photos and stories about their work providing access to clean water, sanitation and hygiene. It provides tips for nonprofits on using Instagram effectively, such as curating high quality images, telling compelling stories through photos and captions, engaging supporters on the platform, and measuring the impact of Instagram activities. The document also outlines WaterAid's plans to further develop their Instagram strategy through initiatives like takeovers and meetups.

WaterAid on Instagram
www.wateraid.org
‘The impact photos have is really hard to underestimate. It makes
everything much more immediate and is a great way for people to
connect with what we do.’

The Early Days (or, What Not to Do!)
www.wateraid.org

Discovering what works and running with it
www.wateraid.org

The power of #everyday #everywhere
www.wateraid.org

www.wateraid.org
Image Quality: why it’s important
Instagram is its own platform, and should be treated differently to other platforms
It’s visually led, so every image you share on it should be curated carefully
As it get’s bigger and gains more users this is even more important
Don’t just pump out the same content as on every other channel
Let the picture tell the story
Captions are important too, but people won’t stop to read them without a great shot!
Why is this slide less interesting to look at? You guessed it, because there’s no photo!

www.wateraid.org
20 ways ... milk an opportunity

www.wateraid.org
Relating your content to the world around it
https://instagram.com/p/kZqhYQNq9-/?taken-
by=wateraid

www.wateraid.org
Know your audience (at least a bit)

Getting noticed by Instagram
www.wateraid.org

www.wateraid.org
Being a good Instagram ‘Community
Member’ https://instagram.com/p/kzJrv8Nq4Q/

www.wateraid.org
Ultimate recognition! The suggested user list

Measuring your progress
www.wateraid.org

www.wateraid.org
Mobilise your networks
Many of your supporters will already be on Instagram
Photographers that you work with will be on Instagram
When commissioning a photographer brief in some Instagram
shots
Host an insta-meet to get people involved irl

www.wateraid.org
Internal Recognition: the Growing Importance of Instagram

www.wateraid.org
SMS welcome test: we are testing communicating with new regular givers via the
channel by which they were recruited. So, for example, if someone responded to a
TV ad by text message, we are sending them stewardship content by SMS for the
first 6 months of their regular giving journey:

www.wateraid.org
To our Mobilise supporters: these are people who give £3 a month to
WaterAid via their mobile phones and each month, we send them
stewardship/engagement content.

www.wateraid.org
To our SMS cash prospects: people who have or haven’t given a financial gift to
WaterAid previously but who have only communicated with us via SMS. We send them SMS cash
asks.
‘Help save children like Salvadore today:
http://goo.gl/5Xgz67 Text WATER to 70500 & give £5 to
WaterAid. Reply OUT to end free msgs’.

Pitfalls of success? Imitation / flattery
www.wateraid.org

What’s left to do? Our future plans
www.wateraid.org
Our first ever instameet!
Mini-meets at Glastonbury
More take-overs
Managing supporter accounts better

Content marketing:
planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
Sponsored by

Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk

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