Which Audience? Strategy Development for Non Profit Organisations
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The document presents strategies for engaging non-profit audiences such as donors, corporate partners, and beneficiaries through digital media. It emphasizes the need for tailored communication that addresses audience-specific needs and preferences, and includes case studies from organizations like UNICEF, War Child, Oxfam, and Greenpeace that illustrate effective digital strategies. Additionally, it highlights the importance of regular reviews and adjustments to digital approaches based on audience engagement and organizational objectives.
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Which Audience? Strategy Development for Non Profit Organisations
- 1. Which audience? Matching Digital Media Strategies with Non-Profit Audiences Joanne Jacobs Social Media Expert Consultant Email: [email protected] Twitter: joannejacobs Phone: (+44) 07948 318 298 Image source: http://www.flickr.com/photos/frankenhut/2718407067/
- 2. Scope of the presentation Defining audiences What do audiences need to know? How do audiences want to interact? How do various digital media meet these interaction needs/wants? Case studies in NFP interaction Refining strategies to changing audience needs
- 3. Defining audiences Donors/Volunteers Corporate supporters/partners End customers Image source:
- 4. Donors/Volunteers Need to know: How they can help (other than giving money) What example tasks they can do Want to have: Recognition for value of contribution Allocated tasks Active role in decision making for donation investment Ongoing: Recognition Certification/fellowship
- 5. Donors/volunteers TALK Image source:: http://www.flickr.com/photos/richardstowey/118272308/
- 6. Corporate partners/supporters Need to know: Tax benefits How money is being spent Signage at events / networking opportunities Want to have: Public recognition for sponsorship Club-like deals among other partners Reports for tabling at AGMs Ongoing: Demonstrated value for support Profile for the charity/cause
- 7. Corporate partners/supporters MARKETING Image source: http://www.flickr.com/photos/irsein/5144677794/
- 8. End consumers/beneficiaries Need to know: What services are available & how these help How to access services Who is in their network Want to have: Active role in decision making for donation investment Control over benefits Ongoing: Voice on personal issues Recognition of the charity/cause
- 9. End consumers/beneficiaries PROFILE & ACTION Image source: http://www.flickr.com/photos/doctorow/2496308570/
- 10. Audience characteristics Donors/supporters: Community oriented, 2 way interaction > SOCIAL Corporate partners/supporters Reporting& marketing oriented, 1 way interaction > BROADCAST End consumers/Beneficiaries Service oriented + support networks, partial interaction > BROADCAST + NETWORK
- 11. What do audiences need to know? Information related to mainstream media coverage? Information about events/key dates? Information about performance for reporting? Image source: http://www.flickr.com/photos/dbaron/311474707/
- 12. How do audiences want to interact? Questions and answers? Stories? Conversations? Tools/calculators or research polls? Image source: http://www.flickr.com/photos/markhillary/1347412899/
- 13. Meeting audience needs/wants Only choose digital communication options that respond to audience needs No presence, or minimal presence is better than poorly kept presence Management of digital strategies requires communications training Image source: http://www.flickr.com/photos/jvoss/40789803/
- 14. Case studies in NFP interaction Unicef Warchild Oxfam Greenpeace Image source: http://www.flickr.com/photos/renneville/2731220043/
- 15. Unicef http://www.unicef.org.uk/ Donors/volunteers: Mainly donations and sale of cards. Corporate partners: Large established companies – Barclays, BT, Clarkes, The Co-Operative, Dell, DHL, FTSE, Ikea, Kamtar, Kodak, Manchester United, Orange, Pampers, Rangers FC, Samsonite, Starwoord. Swarovski, Vodafone. Beneficiaries: Children across 190 countries and territories STRATEGY – communicate about activities to raise funds.
- 16. Unicef homepage, rich media
- 18. Unicef: Blog
- 19. Unicef: Summary Need to connect disparate digital communications Good brand has driven fans on Facebook and Twitter Strong mainstream media profile Strong blog mentions , again due to brand profile DIAGNOSIS: Good use of social media, but requires better integration and user engagement. Could also enable greater campaigning and action rather than focusing entirely on fund-raising.
- 20. WarChild http://www.warchild.org.uk Donors/volunteers: Donations, sale of online music, challenge events, campaign awareness and advocacy. Corporate partners: Celebrities, Individuals and Companies, including Guitar Hero, Harper Collins, HMV, Steinway & sons, Metropolis Studios and the Design Corporation . Beneficiaries: Children living in warzones in I raq, Afghanistan, Uganda and D.R. Congo STRATEGY – use digital channels for advocacy and to educate on how to support, as well as sell music through online store.
- 21. War Child home
- 22. War Child Facebook, Twitter
- 24. Warchild summary Highly integrated and targeted at young people and educators Large fanbase on Facebook and Twitter, partly due to music interest - >13,700 fans on Facebook, >8,400 followers on twitter Low but steady news profile Blog mentions are low , and mostly referring to other entities. DIAGNOSIS: Good use of social media, recognising target audience for youth action. Good online strategy but need to communicate more effectively benefits to partners, and to encourage more mainstream media engagement
- 25. Oxfam http:// www.oxfam.org.uk / Donors/volunteers: Volunteering, campaigning, donations, cooperative action. Corporate partners: Large companies including Accenture, Marks & Spencer, Pizza Express, Aviva. Beneficiaries: Emergency aid recipients, development work, campaigning for action in 62 countries of the world. STRATEGY – communicate different activities and opportunities to become involved.
- 26. Oxfam home, news
- 27. Oxfam Facebook
- 29. Oxfam summary Need to connect all online activities. Good brand has driven fans on Facebook and Twitter Strong media presence and mentions Strong blog mentions , again due to brand profile Information is extensive, different content for different audiences DIAGNOSIS: Good use of digital, but requires better integration and donor/supporter engagement to showcase positive action.
- 30. Greenpeace http:// www.greenpeace.org.uk/autofrontpage Donors/volunteers: Fundraising, campaign action, sale of green goods. Corporate partners: Nil identified. Focuses attention on individual support. Beneficiaries: Environmental issues around the world STRATEGY – communicate options for action and means of raising funds.
- 31. Greenpeace home, social media
- 34. Greenpeace summary Sophisticated social media strategy and good brand has driven fans on Facebook (>10,000) and Twitter (>13,000), but viral campaigns have also helped Strong media mentions Strong blog mentions , again due to brand profile Strong profiling of individual action stories. Focus on individual, rather than corporate support has enabled absolute focus on individual action. DIAGNOSIS: BEST PRACTICE, CLEARLY MEETING NEEDS OF IDENTIFIED AUDIENCE.
- 35. Refining strategies Digital strategies should be reviewed at least biannually Change based on objectives, not random performance criteria Changing tactics should ALWAYS be communicated to audiences Image source: http://www.flickr.com/photos/mehulantani/4281746510/
- 36. Questions? Joanne Jacobs Social Media Expert Consultant Email: [email protected] Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298
- 37. Index of images used Slide 1 - stacked chairs: http://www.flickr.com/photos/frankenhut/2718407067/ Slide 3 - technicolour audience: http://www.flickr.com/photos/veryveryquiet/4659847212/ Slide 5 - phone boxes: http://www.flickr.com/photos/richardstowey/118272308/ Slide 7 - business applause: http://www.flickr.com/photos/irsein/5144677794/ Slide 9 - help on way: http://www.flickr.com/photos/doctorow/2496308570/ Slide 11 - donations gallery: http://www.flickr.com/photos/dbaron/311474707/ Slide 12 - tube help point: http://www.flickr.com/photos/markhillary/1347412899/ Slide 13 - sparse audience: http://www.flickr.com/photos/jvoss/40789803/ Slide 14 – empty diner table: http://www.flickr.com/photos/renneville/2731220043/ Slide 35 - beach at sunset with lighthouse: http://www.flickr.com/photos/mehulantani/4281746510/ - All other images screenshots from websites -