Social media for charitable foundations - Association of Charitable Foundations (ACF) presentation

Social media for foundations

James Grant, Joseph Rowntree Foundation

Agenda

James Grant / james.grant@jrf.org.uk

1. Introduction to social media2. How social media can be useful for

foundations 3. Strategy4. Creating great digital content5. Top tips and tools

Why does social media exist?

James Grant / james.grant@jrf.org.uk

What are people doing?

James Grant / james.grant@jrf.org.uk

For foundations, what is social media good for?

James Grant / james.grant@jrf.org.uk

Launching/promoting work Profile and networkingIncreasing (traditional) media coverageStakeholder mapping and monitoringBeing humanBrandingTransparencyEngaging/mobilising supportersIncreasing audienceImpact analysisMaking more of what you’re already doing

James Grant / james.grant@jrf.org.uk

Launching/promoting work

Launching/promoting work

Strategy

James Grant / james.grant@jrf.org.uk

1. Objectives 2. Resources 3. Prioritise 4. Content / tools 5. Agree a plan6. Capture and communicate

constantly7. Analyse

JRF Strategy

James Grant / james.grant@jrf.org.uk

Objectives- increase impact of research in public policy in order to reduce poverty in UK- target content to the people it’s intended for- increase profile of staff and support them to develop their professional networks- protect and strengthen brand

JRF Strategy

James Grant / james.grant@jrf.org.uk

Target audience = policymakers and opinion-formers (MPs, media, campaigners, practitioners)

ResourcesResearch reportsHistorical archive of research reportsStaffBrand/reputationWebsite

JRF Strategy

James Grant / james.grant@jrf.org.uk

Content• Research report

Tools • Twitter • Blog

JRF Strategy

James Grant / james.grant@jrf.org.uk

Capturing and communicating• tweet from events (quotes and photos, etc.)• team effort to favorite/retweet key tweets

(ensures nothing is lost)• judge who is/isn’t engaging with the

content online • gather data from tweets, Google Analytics

and anecdotal evidence of impact, circulate

Basics of creating great digital content

James Grant / james.grant@jrf.org.uk

• Think digital first• Make it mobile• Be visual• Keep it short• Think carefully about the title• Be interested and interesting• Tell stories• Use video• Capture as you go

There’s no such There’s no such thing as a thing as a captive captive audience!audience!

The online audience is....

• Busy (drip-feed)• Negotiating a lot of different content• Skimming• Not reading/watching to the end of

anything• Not going to work hard to understand

what you mean• Not coming to you • Not going to see it the first time you

share it

How to identify opportunities for creating

great online content

• Keep abreast of current debate / mood

• Respond to current debate / mood• Anticipate debate • Recognize a story

Top tools and tips…

James Grant / james.grant@jrf.org.uk

Thanks!

James Grant / james.grant@jrf.org.uk