101006 communicating your impact
DESCRIPTION
How can you use the internet to tell your stories and explain the impact your organisation is having? This is from a one-hour a workshop I am delivering at the 2010 AGM of Community First East Hampshire. It includes an overview of why the internet is relevant to all communications as well as more detailed look at how to use video and online activity to support fundraising and promotional campaigns.TRANSCRIPT
Communicating your impact
Mark Walker, SCIP
Regional ICT Champion for the South East
Regional ICT Champions
Three 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
About this session
Communicating your impact
• Audience• Messages• Campaigns• Storytelling• Internet• Social media
IMAGE:
www.giovanniorlando.it
Context
Who is using the 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
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]
Third Sector use of 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
What can you use the internet for?
• Fundraising• Communications• Information• Listening• Collaboration• Productivity• Interaction• Branding• Development• Trust
Communications
Better Services
Fundraising
How to make an impact online
Think internet first
• Low cost• High impact• Share your stories• Hear other voices• Always on• Felixible, dynamic
How to tell a good story
• Brevity• Clarity• Narrative Arc• Relevance • Surprise
SOURCE: neurocooking.blogspot.com
PICTURE: Disney Corp.
Case studies
• Whose voice?– Clients– Funders– Partners– Yours • Key messages
– Motivation– People’s lives– Positive change– Practical– Values
Sharing your stories
Offline• Annual Report• Newsletter• Leaflets• Postcards• Events• Exhibitions• Face-to-face• DVD
Online• Your website• Facebook Fan Page• YouTube Channel• Twitter• Podcast
What you need for video 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…
Exercise: Planning your campaigns
• Objectives • Audience• Research• Messages • Budget• Schedule• Delivery• Measurement
Charnworth Youth Club
• Christmas Party 2010• 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• Our goal is to raise
£500 plus 50 new Facebook fans• What shall we do?
Exercise: Planning your 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?
Who can help?
• www3.hants.gov.uk/player/community-video.htm
• 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
Good luck!
This workshop is based on the work of:
• Mark Walker• @scipmark 01273 234049• www.seictchampion.org.uk
• Regional ICT Champions: www.ictchampions.org.uk