Which audience?Matching Digital Media Strategies with Non-Profit Audiences

Joanne JacobsSocial Media Expert ConsultantEmail: joanne@joannejacobs.netTwitter: joannejacobsPhone: (+44) 07948 318 298

Image source: http://www.flickr.com/photos/frankenhut/2718407067/

Defining audiences

• Donors/Volunteers

• Corporate supporters/partners

• End customers

Image source:

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

Donors/volunteers

TALKImage source:: http://www.flickr.com/photos/richardstowey/118272308/

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

Corporate partners/supporters

MARKETINGImage source: http://www.flickr.com/photos/irsein/5144677794/

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

End consumers/beneficiaries

PROFILE & ACTIONImage source: http://www.flickr.com/photos/doctorow/2496308570/

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

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/

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/

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/

Case studies in NFP interaction

• Unicef• Warchild• Oxfam• Greenpeace

Image source: http://www.flickr.com/photos/renneville/2731220043/

Joanne Jacobs: NFP Conference November 2010

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.

Joanne Jacobs: NFP Conference November 2010

Unicef homepage, rich media

Joanne Jacobs: NFP Conference November 2010

Unicef: Facebook, twitter

Joanne Jacobs: NFP Conference November 2010

Unicef: Blog

Joanne Jacobs: NFP Conference November 2010

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.

Joanne Jacobs: NFP Conference November 2010

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 Iraq, 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.

Joanne Jacobs: NFP Conference November 2010

War Child home

Joanne Jacobs: NFP Conference November 2010

War Child Facebook, Twitter

Joanne Jacobs: NFP Conference November 2010

Warchild Community, YouTube

Joanne Jacobs: NFP Conference November 2010

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

Joanne Jacobs: NFP Conference November 2010

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.

Joanne Jacobs: NFP Conference November 2010

Oxfam home, news

Joanne Jacobs: NFP Conference November 2010

Oxfam Facebook

Joanne Jacobs: NFP Conference November 2010

Oxfam Youtube, Twitter

Joanne Jacobs: NFP Conference November 2010

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.

Joanne Jacobs: NFP Conference November 2010

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.

Greenpeace home, social media

Greenpeace Blog, YouTube

Greenpeace Facebook, Twitter

Joanne Jacobs: NFP Conference November 2010

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.

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

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Questions?

• Joanne Jacobs• Social Media Expert Consultant• Email: joanne@joannejacobs.net• Blog: http://joannejacobs.net/• Twitter: joannejacobs• Skype: bgsbjj• Skype-in: (+44) 0208 144 9348• Mob: (+44) 07948 318 298