What can we achieve together? Audience strategy conference, 26 May 2016
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The document discusses the declining engagement and increasing attrition among charity supporters, proposing a shift from one-way communications to genuine dialogue with supporters. It emphasizes the importance of storytelling, digital integration, and feedback in fostering donor loyalty and enhancing program effectiveness. The 'Snap Story' technology is presented as a solution for collecting and sharing impactful stories in real-time, benefiting both marketing and program management within NGOs.
What can we achieve together? Audience strategy conference, 26 May 2016
- 1. Engaging audiences in the new world Tobin Aldrich CEO, Misfit Foundation & strategy consultant Imogen Ward CEO Lessons for Life Foundation
- 2. Where are we now?
- 3. Where are we now?
- 4. But is that the problem? Results have been declining for years for most channels More and more charities Channels are all congested Supporter engagement is extremely low Attrition is increasing steadily Additional restrictions will just make this worse
- 5. The future: Engagement More engaged donors = more loyal donors Engaged non givers > donors Passive recipients of charity messages > advocates and champions Move from one way broadcast communications to genuine dialogue At last a relationship with supporters All charities want to do this. But how?
- 6. Engagement: Principles Tell compelling stories Embed digital Ask for feedback Invest in supporter care Get supporters to tell your story Create opportunities to ask
- 7. Engagement: what it needs Joined up strategies Focus on audiences & what they need Holistic approach Break down organisational silos and barriers Kill “fundraising” , “communications” & “services” as separate categories
- 8. Examples
- 16. Story Telling
- 17. Lessons for Life Transforming lives of children in the toughest parts of Africa through education Charity founded by world's largest international cable company, Liberty Global Has sent 50,000 vulnerable children to school since 2007 Programmes in Kenya, Uganda, Rwanda & South Africa
- 18. How do we get good stories? Hard to know where they are Never get them in time Written in project speak Don’t get good enough photos or videos Not a priority for project staff
- 19. How to get good stories Technology Training Motivation Effective systems & processes Integration
- 20. Snap Story Bridge the gap between donor & work they support Remove the barriers between “us” and “them” Link donations to outcomes Show the impact in real time
- 21. Snap Story Android app for field content collection Beneficiary data, case studies, photos & videos Collected in one database Web front end Available in real time Used by marketing staff & programmes teams
- 22. Snap Story in Action Candy showing Imogen Snap Story https://vimeo.com/141789711
- 23. Implications What donors need as feedback and what NGOs need to monitor programme effectiveness is the same info So this is not just a marketing/fundraising tool but a programme management system NGO marketing and programme management staff getting the same information at the same (real) time Partners also use the same system
- 24. Making it work Technology is easy part Must engage project staff Must become part of their day job Must work for them Need proper training in how to identify and tell good stories & taking good photos and video Needs proper plan to deploy content across range of channels Feedback is essential so they know it’s being used
- 25. Thank you! Tobin Aldrich [email protected] Imogen Ward [email protected]
- 26. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 27. Audience strategy: understanding and connecting with stakeholders Sponsored by Conference 26 May 2016 London #CCaudience WiFi: RRPN1 Password: kmrhja12