The document outlines a social media strategy for small charities, emphasizing the importance of setting goals, conducting an audit, creating engaging content, and analyzing results. It includes case studies and practical examples to illustrate how charities can effectively utilize social media for fundraising and community engagement. Additionally, it highlights the significance of understanding audience dynamics and trends, as well as the role of analytics in refining digital strategies.

1. Small Charities Communications
Conference
London
10 July 2019

2. WHO WE ARE

4. TODAY’S STRUCTURE
PART ONE: COMMUNITY
• What is a Social Media Strategy?
• Step One: Goals
• Step Two: Audit
• Case Study: Autistica
PART TWO: ENGAGEMENT
• Step Three: Content
• Case Study: Bliss
PART THREE: SOLICITATION
• Step Four: Analytics
• Measurement
• Case Study: Islamic Relief
Q&A

5. PART ONE: COMMUNITY

6. WHAT IS A SOCIAL MEDIA
STRATEGY?

7. WHAT IS A SOCIAL
MEDIA STRATEGY
A social media
strategy defines the
relationships, their value
and sets out a plan to
harness them to achieve a
particular goal or set of
goals.

8. WHY IS IT IMPORTANT?
• 7.2% of individual donations in the UK were
made online in 2016.
• In 2018, the global population of social media
users grew to 2.44 billion, or 33% of the world
population.
• 95% of NGOs worldwide have a Facebook page.
83% have a Twitter profile. 40% are active on
Instagram.
• 18% of all online donations come from mobile
device users.

9. WHAT DOES IT LOOK
LIKE?
1. Goals
2. Audit
3.
Content
4.
Analytics

10. COMMUNITY
Step One: Goals
1. Goals
2. Audit
3.
Content
4.
Analytics

11. GOALS: WHY DO
CHARITIES INVEST IN
SOCIAL MEDIA?
• Most charities now have a presence on social
media – how are you using it?
• ‘The Ask’.
• Not just about having a presence.

12. GOALS
EXERCISE
• What are your organisational goals?
• Who are you trying to reach?
• How can social media help you achieve these?

13. COMMUNITY
Step Two: Audit
1. Goals
2. Audit
3.
Content
4.
Analytics

14. AUDIT
Now that you’ve identified your goals, take a step back
to take a look at your existing activity. Take stock of:
• Your audience.
• Evidence (Analytics).
• Platforms.
• Content.

15. P.O.S.T.
THEORY
PEOPLE
Who are your audience?
• What motivates them?
• Who do they listen to?
• What’s important to them?
• What makes them take action?
OBJECTIVE
What do you want to get out of
your digital strategy?
• Donations?
• Sign ups?
• Educate?
• Drive website traffic?
SOCIAL OPTIMISATION
What will your plan/workflow look
like?
• Content Calendar? Engagement?
Influencers?
• How are you hoping to meet
your objectives through your
target audience?
TOOLS
What platform will you be using?
• Twitter?
• Facebook?
• Instagram?

16. CASE STUDY
• 11 corporate fundraising awards in the past
eighteen months.
• Use of LinkedIn and internal channels.
• Work as a team across all departments and
share successes.

17. PART TWO: ENGAGEMENT

18. ENGAGEMENT
Step Three: Content
1. Goals
2. Audit
3.
Content
4.
Analytics

19. CONTENT
• Content types.
• How it is distributed.
• Best practice.

20. WHAT IS CONTENT?
• Practical.
• Functional.
• Tactical.
• Outcome-Oriented.
• On social, it’s what we produce, consume and
share – take place in many forms: video, text,
audio, podcast, infographic or image.

21. CONTENT CREATION
AND DISTRIBUTION
• Research.
• Be informed and reactive to trends.
• Monitor activity.
• Don’t be afraid to take risks!
• Make sure conditions are optimal.

22. THE MOBILE
EXPERIENCE
• Mobile users exceeded desktop users for the
first time late 2015.
• Often overlooked in terms of social media.
• Facebook mobile currently brings 1 in 5 users to
JustGiving.
• Think about mobile user experience.
• E.g. JustTextGiving.

23. #HASHTAGS
What is a hashtag?
Social media is all about having a conversation,
and hashtags make it easier to listen and engage
with individuals talking about a specific subject
area.
#Caturday
#CatsOfTwitter

24. #HASHTAGS
How are they used?
• Navigable lists.
• It’s a way to ‘tag’ content to make it
discoverable.
• Highlight topics and conversations.
• Craft voice.
• Numbers – yes, spaces and punctuation – no!
There isn’t a preset list of hashtags, so they can
be put in front of anything.

25. #HASHTAGS
Take Part in Conversations
Events
Creating and using hashtags for events can help
attendees track posts and take part in conversations in
real-time.
If you’re hosting an event, it’s worth creating one that
is memorable, unique, and relevant.
Context
Engaging with trending hashtags is a great way to drive
likes and shares, but always be mindful of the topic and
tone.

26. CASE STUDY
• Successfully addressing difficult topics on
social.
• Use of ‘user generated’ content creatively.
• Testing content is key.

27. PART THREE: SOLICITATION

28. SOLICITATION
1. Goals
2. Audit
3.
Content
4.
Analytics

29. MEASUREMENT & ANALYTICS

30. ANALYTICS
“Data is the most powerful tool charities
have to understand who their enthusiasts
are and how they can better
communicate with them, in order to build
more meaningful relationships that lead
to loyalty and increased giving over
time.”

31. ANALYTICS:
INTERNALISING
FINDINGS
• Start small and build incrementally.
• Your strategy will be informed by what you
learn through data.
• A data-led digital culture is based on learning
and growing, and is flexible and evidence-
based.

32. CASE STUDY
• Telling stories of supporters.
• Use of a different approach per channel.
• Facebook Live & WhatsApp.
• Don’t be afraid.

33. SOLICITATION
CHECKLIST
• Showcase your work
• Remember dinner party etiquette.
• Tell people what you want.
• Tell good stories.
• Recognise every contribution.
• Don’t skimp on transparency.

34. THANK YOU
Any questions?
Let us know, we’d love to hear from you.

35. Small Charities
Communications Conference
10 July 2019
London
#CCsmallcharity
Sponsored by

36. 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