Communicating your impact

Mark Walker, SCIP

Regional ICT Champion for the South East

Regional ICT Champions

Listening

Understanding your audience

Strategic planning

Managing campaigns

Collaboration and teamwork

Growing your voice

Measurement

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

Communicating your impact

• Audience• Messages• Campaigns• Storytelling• Internet• Social media

IMAGE:

www.giovanniorlando.it

A new fundraising challenge

What we’re used toOne application @ £1,000s

What we need to learn100s of donations @ £10

New skills to learn

From form-filling…

to tin-rattling

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

We are changing the way

we make decisions

We are changing the way

we make decisions

We may listen to the sellerWe may listen to the seller

But we are spending more time

listening to buyers

But we are spending more time

listening to buyers

How to make an impact online

Planning your campaigns

Objectives

Audience

Research

Messages

Budget

Schedule

Delivery

Measurement

Sharing your stories

Offline• Annual Report

• Newsletter

• Leaflets

• Postcards

• Events and Exhibitions

• Face-to-face

• DVD/CD

Online• Your website

• Facebook Fan Page

• YouTube Channel

• Twitter

• Podcast

Planning your campaigns

• Name 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?

Think internet first

Low cost

High impact

Share your stories

Hear other voices

Always on

Flexible, dynamic

How to tell a good story

Brevity

Clarity

Narrative Arc

Relevance

Surprise

WORDS: neurocooking.blogspot.com PICTURE: Disney Corp.

How to tell a good story

DirectionNarrativeAction

Case studies

• Whose voice?– Clients– Funders– Partners– Yours • Key messages

– Motivation– People’s lives– Positive change– Practical– Values

What you need for 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…

Exercise 1: Planning your 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

Exercise 1: 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?

Exercise 2: Plan your own campaign

Objectives

Audience

Research

Messages

Budget

Schedule

Delivery

Measurement

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

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