Which audience? Matching Digital Media Strategies with Non-Profit Audiences Joanne Jacobs Social Media Expert Consultant Email: [email protected]Twitter: joannejacobs Phone: (+44) 07948 318 Image source: http://www.flickr.com/photos/frankenhut/2718407067/
35
Embed
Which Audience? Strategy Development for Non Profit Organisations
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Which audience?Matching Digital Media Strategies with Non-Profit Audiences
• 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