30/06/2011 Measuring and Communicating Your Impact Conference 29 June 2011 CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world. W: www.charitycomms.org.uk T: 020 7426 8877
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30/06/2011
Measuring and Communicating
Your Impact Conference
29 June 2011
CharityComms is the professional membership body for charity communicators. We believe charity communications
are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 020 7426 8877
asthma.org.uk
Using social media
to shout about impact
Claudine Snape
29 June 2011
� Outputs – the
services you deliver
Language
� To provide
� To support
� To enable
� To offer
� To run
� To deliver
� To establish
What do we mean by impact?
� Impact – the changes,
benefits or other effects
that happen to supporters as
a result of using your
services
Language
� To improve
� To increase
� To reduce
� Greater
� fewer c NCVO May 2010
Communicating impact
� Impact should be communicated through a range of
channels to multiple audiences
� Impact should be tailored for different channels and
relevant tactics employed
� Social media offers benefit of showing real time
impacts
� can be used not only to communicate impact but can
be fundamental to making change happen
Shouting about impact using digital storytelling
Photographer: Mike Grenville http://www.flickr.com/photos/mikegrenville/373549420/in/gallery-moebius14-
72157622917108565/
Digital storytelling
� Text, videos, photos, Tweets, Facebook posts,
online/offline – it’s all storytelling
� Digital storytelling is different, because it invites the
listener to become part of the story
� Gives people a real-world outcome
� It has to be easy and clear
� Mix engaging storytelling with direct asks
Friends have more impact
How to do it well…
Multimedia approach
Show real world impact
How to say thank you
Discussion within groups
� What do you think worked well?
� What aspects could you use at your organisation?
Ways to contribute to a story
After every action… share
� Have they made a donation?
� Signed a petition?
� Registered for an event?
� Signed up for newsletter?
� Been a beneficiary?
� Encourage them to tell their friends & say why…
Supporters will tell your story (if you ask)
The ‘nudge’
Use supporter stories for appeals
Importance of recognition
� Feedback is king
� Make people feel part of a
community
� Show how they made
a difference
� Build a sense of
achievement
that warm fuzzy feeling
‘Long after people forget what you did for them
they will remember the way you made them
feel.’
Walt Disney
� Use impact language
� Combine channels and formats
� Give supporters regular
opportunities to engage
� Hype up supporters’ stories
� Engage in dialogue, don’t just broadcast
� Encourage staff to be social media champions
� Create stories to share – externally AND internally
Individual task
� Create a story to demonstrate the impact of your
charity
1) Quantify end outcome with statistics
2) illustrate the proposed activity/service and number
of people targeted
3) outline individual story before activity/service