On Red Nose Day, Comic Relief digital strategy included collaborations with WattPad, YouTube stars, and a Snap Chat Live story. NPF Synergy focuses on Comic collaboration with WattPad that enable them to build a new fan base using an unexpected platform to connect with new audiences. As NPF Synergy point out to the statement of Tender CEO on brand tie-ups: the key is finding a way for brands to communicate with users in an “accretive way” that does not “disrupt the users’ experience”. And Comic Relief was able to access the platform without disrupting user experiences with their partnership with Leigh Ansell’s, a 21-year-old Wattpadd writer who have her own built-in fan base.
#tip: Branding collaborations is a strategy that you might need to consider in your digital marketing mix.
People are seen in the parks, police stations, shopping malls catching Pokemons, the new craze and sensation for tech games lovers. The game has been downloaded 7.5 million times from Google Play and the iOS App Store in the U.S., Interestingly nonprofit business innovatively embraced the hype, and highjacked the app to attract more people to their causes, starting from snapping pictures to Pokémon that they found in their charities location, or they might be lucky enough to be a Pokestop, or by simply going to those Pokestops to advertise for your charity.
“Click Consult has won one of marketing’s most prestigious awards – The Drum Search Award for Best Charity/Not for Profit Campaign for SEO – for its innovative search campaign for Oxfam Unwrapped, featuring social media, earned media and design work.” SEO can play a great role when used correctly, together with blogger engagement and social amplification. When the charity’s website is easy to navigate and reach through the search engine, it makes easier to foster a conversation with the potential donor. Many high profile charities are now using SEO tools to outreach to more audience and to increase awareness on their cause.
The Guardian explores how a quality of ruthlessness was used in some famous slogans for important causes made to effectively make a deep impression and captured their attention and support. The article emphasises on the importance of considering emotions as the secret ingredient for the success of a campaign. Emotional content connects audience to the organisation’s ads and urges people into acting.
This brings me to Nathalie Nahai, a web psychologist and international speaker, keynote from last week #SEObrighton conference. Charities need to design a persuasive toolkit that Nathalie articulates in the three phases: grab, provoke, convert; transforming your audience in active participants (either buyers or donors) is just as essencial and requires just as planning as engaging your audience. To do so it’s important to understand the phycology of decision making: unsurprisingly, decision making to take action is an emotional process. ‘Trust’ is another factor which is important to consider while trying to get people to take an action, and to get your audience’s trust you need to establish a construct your message based on homophily, as people get attracted to others who share the same values as them. Thus, for an effective communication demographic and psychographic research is essential.
Lawrie Simanowitz, Partner at Bates Wells Braithwaite solicitors, advices charities to “consider the implications of using Facebook and the risk that their data may be accessed without their knowledge”. In one of his cases, a fraudster penetrated the database of a charity obtaining information on thousands of members. The charity didn’t tell their member about the incident and after a year, the charity started receiving complains and in process they lost many members.
Security is a concern for any digitalised organisation and charities unfortunately are not exempt, and they need to implement security measures to protect themselves and their trustees.
The video above is from the Charity Digital News and it gives some good advices for security measures that charity needs to take.
- Ask a professional: some organisations are struggling to grasp the basic requirements.
- Physical security: lock the cabinet, lock the access doors and don’t leave the computer open out of business hours.
- Implement an information security awareness program: conduct an IT and information security indication awareness program before creating an account.
- User access: ensure all employee have a proper password policy and if they use organisation’s account on their mobile device, ensure those are also password protected.
- Keep an eye regularly on your firewall settings.
- Be aware of the various ways data can be leaked accidentally.
- In general, is not a lack of knowledge but a lack of good practice that usually leads to security breaches. People have to work in harmony with technology: online and IT technology, much like a car, is a complex tool that needs to be used with awareness.
This video has been published 5 months ago, but the message it’s still somehow relevant. It is a story of hope for all of those who got separated from family, friends, loved ones because of any kind of natural calamity or humanitarian crises. The combination of simple tools, such an hashtag Twitter campaign to spread the word to those who can help reach the person who’s been lost, and the use of Facebook images to identify her/his location can be incredibly effective in such circumstances.
Here are some social media tips for non profit organisations from Network For Good:
- Make it easy for your supporter to find you in any social media network
- Use a consistent name across all platforms
- Try not to use abbreviations so that you donors can easily find you.
- Share your links in your newsletters, and make sure that your supporter and donors know that you also have an active social media presence.
- Choose a striking profile photo, make sure it’s not too small. If you happen to have a unique, well designed logo, use it! Also, try to choose an icon that expresses that you are a nonprofit organisation.
- Test your social media activity: Facebook has built in analytics that helps you in measuring the post effectiveness and outreach.
- You can use free resources for twitter like Hootsuite or Tweetdeck or you can use Buffer, which helps you to post over the day and you don’t need to be locked up during the day.
- Test your shared contents to know what’s your audience like, try to connect to them and engage them.
- Engage your audience, ask questions and be positive!
- Retweet other posts that relate to the same issue you’re currently discussing.
- Don’t be afraid to reuse content.
Most charities have physical space, some of them are famous enough to be recognised, but what about smaller charities? Here is some advices from the personal experiences of the Roxy regarding outreaching your audience to represent your charity and connect with audience:
- Using fans, bands, and who’s coming to the show (your connection) to tell your story
- Create an intimate and real interaction with your audience through social media
- Create your own content to show it in a way that makes sense to your audience
- Use your social media platform to leverage your social graph.
Jean Shafiroff, the writer of “Successful Philanthropy”, shares some tips regarding how to choose whom you donate to:
- Check the charity penal statement
- The charity should have only 20% spending on overhead
- Follows your passion (which cause do you like?)
- Use charity navigator to understand the charity performance.