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![Who doesn ’t use the internet? 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children. 70% of people living in social housing aren ’ t online – which is 28% of everyone not online [Oxford Internet Survey 2007] 70% of people over 65 have never used the internet [ONS 08]](https://image.slidesharecdn.com/110219communicatingyourimpact-110222101226-phpapp02/75/110219-Communicating-your-Impact-Using-the-Internet-10-2048.jpg)
Uploaded byMark Walker
110219 Communicating your Impact Using the Internet
The document discusses strategies for effectively communicating impact within the third sector, emphasizing the importance of audience understanding, campaign planning, and storytelling. It highlights the diverse demographics of internet users and the significant number of individuals who are online, outlining how the internet can be leveraged for fundraising and outreach. It includes practical exercises to help organizations plan their campaigns, focusing on objectives, audience research, and sharing impactful stories.
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110219 Communicating your Impact Using the Internet
- 1. Communicating your impactMark Walker, SCIP Regional ICT Champion for the South East
- 2. Regional ICT ChampionsListening Understanding your audience Strategic planning Managing campaigns Collaboration and teamwork Growing your voice Measurement
- 3. Regional ICT ChampionsThree strands for 2010/11 Signposting to information about third sector use of ICT Top websites Databases, websites, funding, fundraising Support services for the third sector Suppliers, volunteers, social enterprises, CVS Social Media Benefits, techniques
- 4. Communicating your impactAudience Messages Campaigns Storytelling Internet Social media IMAGE: www.giovanniorlando.it
- 5. A new fundraisingchallenge What we ’re used to One application @ £1,000s What we need to learn 100s of donations @ £10
- 6. New skills tolearn From form-filling… to tin-rattling
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- 9. Who is usingthe internet? Young People Older People Wealthy People Poor People People With Disabilities Geographic Communities Communities of Interest Government Business Individuals Your Colleagues Your Volunteers Your Friends Your Family Your Funders Your Partners Your Customers Your Competitors Your Suppliers
- 10. Who doesn ’tuse the internet? 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009] Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children. 70% of people living in social housing aren ’ t online – which is 28% of everyone not online [Oxford Internet Survey 2007] 70% of people over 65 have never used the internet [ONS 08]
- 11. Third Sector useof the internet 66% - fundraising and other research 61% - purchasing goods and services 51% - online membership or subscriptions 45% - remote access 40% - e-learning 37% - social networking 21% - blogging 20% - VoIP / Skype – internet telephone calls nfpSynergy, Virtual Promise 2008 groups with <£1m turnover
- 12. What can youuse the internet for? Fundraising Communications Information Listening Collaboration Productivity Interaction Branding Development Trust Communications Better Services Fundraising
- 13. We are changingthe way we make decisions
- 14. We may listento the seller
- 15. But we arespending more time listening to buyers
- 16. How to makean impact online
- 17. Planning your campaignsObjectives Audience Research Messages Budget Schedule Delivery Measurement
- 18. Sharing your storiesOffline Annual Report Newsletter Leaflets Postcards Events and Exhibitions Face-to-face DVD/CD Online Your website Facebook Fan Page YouTube Channel Twitter Podcast
- 19. Planning your campaignsName someone in your target audience What is the impact of your work? How is it relevant to them? Whose voice would the like to hear to explain the impact of your work? How will you gather the stories that illustrate the impact of your work? How will you share your stories with them?
- 20. Think internet first Low cost High impact Share your stories Hear other voices Always on Flexible, dynamic
- 21. How to tella good story Brevity Clarity Narrative Arc Relevance Surprise WORDS : neurocooking.blogspot.com PICTURE : Disney Corp.
- 22. How to tella good story D irection N arrative A ction
- 23. Case studies Whosevoice? Clients Funders Partners Yours Key messages Motivation People’ s lives Positive change Practical Values
- 24. What you needfor telling stories? Computer/internet Video camera + mic A website or blog Facebook Fan Page YouTube account Twitter account JustGiving account Time + help An audience Luck + perseverance…
- 25. Exercise 1: Planningyour campaigns Objectives Audience Research Messages Budget Schedule Delivery Measurement Charnworth Youth Club Youth Club Revamp 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 Our goal is to raise £500 plus 50 new Facebook fans by the end of May What shall we do? Write a plan for a fundraising campaign
- 26. Exercise 1: Planningyour campaigns Who are your target audience? What is the impact of your work? How is it relevant to them? Whose is the best voice for them to hear to explain the impact of your work? How will you gather the stories that illustrate the impact of your work? How will you share your stories?
- 27. Exercise 2: Planyour own campaign Objectives Audience Research Messages Budget Schedule Delivery Measurement
- 28. Who can help?peoplesvoicemedia.co.uk/case-studies Media Trust: Community Voices, www.mediatrust.org www.bbc.co.uk/journalism/skills/writing-styles/web-video/ www.slideshare.net/ scipmark www.ictchampions.org.uk/downloads
- 29. Good luck! Thisworkshop is based on the work of: Mark Walker @scipmark 01273 234049 www.seictchampion.org.uk Regional ICT Champions: www.ictchampions.org.uk
Editor's Notes
- #2 How to Choose a Database Mark Walker, SCIP, 01273 234049
- #11 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.
- #29 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.
- #30 Thanks & To Find Out More