Using social media to shout about impact
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Claudine Snape, Asthma UK www.charitycomms.org.uk/events
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Using social media to shout about impact
- 1. Measuring and Communicating Your Impact Conference 29 June 2011 CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 020 7426 8877 30/06/2011
- 3. Using social media to shout about impact Claudine Snape 29 June 2011
- 4. What do we mean by impact? Outputs – the Impact – the changes, services you deliver benefits or other effects Language that happen to supporters as To provide a result of using your To support services To enable Language To offer To improve To run To increase To deliver To reduce To establish Greater fewer c NCVO May 2010
- 5. Communicating impact Impact should be communicated through a range of channels to multiple audiences Impact should be tailored for different channels and relevant tactics employed Social media offers benefit of showing real time impacts can be used not only to communicate impact but can be fundamental to making change happen
- 6. Shouting about impact using digital storytelling Photographer: Mike Grenville http://www.flickr.com/photos/mikegrenville/373549420/in/gallery-moebius14- 72157622917108565/
- 7. Digital storytelling Text, videos, photos, Tweets, Facebook posts, online/offline – it’s all storytelling Digital storytelling is different, because it invites the listener to become part of the story Gives people a real-world outcome It has to be easy and clear Mix engaging storytelling with direct asks
- 8. Friends have more impact
- 9. How to do it well…
- 12. Show real world impact
- 13. How to say thank you
- 14. Discussion within groups What do you think worked well? What aspects could you use at your organisation?
- 15. Ways to contribute to a story After every action… share Have they made a donation? Signed a petition? Registered for an event? Signed up for newsletter? Been a beneficiary? Encourage them to tell their friends & say why…
- 16. Supporters will tell your story (if you ask)
- 17. The ‘nudge’
- 18. Use supporter stories for appeals
- 24. Importance of recognition Feedback is king Make people feel part of a community Show how they made a difference Build a sense of achievement
- 25. that warm fuzzy feeling ‘Long after people forget what you did for them they will remember the way you made them feel.’ Walt Disney
- 26. Use impact language Combine channels and formats Give supporters regular opportunities to engage Hype up supporters’ stories Engage in dialogue, don’t just broadcast Encourage staff to be social media champions Create stories to share – externally AND internally
- 27. Individual task Create a story to demonstrate the impact of your charity 1) Quantify end outcome with statistics 2) illustrate the proposed activity/service and number of people targeted 3) outline individual story before activity/service 4) outline change after activity/service 5) Repeat end outcome linked to individual story c NCVO’s communications circle May 2010
- 28. asthma.org.uk