Communicating your impact

Mark Walker, SCIP

Regional ICT Champion for the South East

Regional ICT Champions

Three strands for 2010/11• Signposting to information about third sector use of ICT

– Top websites– Databases, websites, funding, fundraising

• Support services for the third sector– Suppliers, volunteers, social enterprises, CVS

• Social Media– Benefits, techniques

About this session

Communicating your impact

• Audience• Messages• Campaigns• Storytelling• Internet• Social media

IMAGE:

www.giovanniorlando.it

Context

Who is using the internet?

• Young People• Older People• Wealthy People• Poor People• People With Disabilities• Geographic Communities• Communities of Interest• Government• Business• Individuals

• Your Colleagues• Your Volunteers• Your Friends• Your Family• Your Funders• Your Partners• Your Customers• Your Competitors• Your Suppliers

Who doesn’t use the internet?

• 10 million adults have never used the internet of which 4 million are also socially excluded [PWC 2009]

• Of the 4 million, 39% are over 65, 38% are unemployed and 19% are families with children.

• 70% of people living in social housing aren’t online – which is 28% of everyone not online [Oxford Internet Survey 2007]

• 70% of people over 65 have never used the internet [ONS 08]

Third Sector use of the internet

• 66% - fundraising and other research • 61% - purchasing goods and services • 51% - online membership or subscriptions• 45% - remote access • 40% - e-learning • 37% - social networking • 21% - blogging• 20% - VoIP / Skype – internet telephone calls

• nfpSynergy, Virtual Promise 2008 • groups with <£1m turnover

What can you use the internet for?

• Fundraising• Communications• Information• Listening• Collaboration• Productivity• Interaction• Branding• Development• Trust

Communications

Better Services

Fundraising

How to make an impact online

Think internet first

• Low cost• High impact• Share your stories• Hear other voices• Always on• Felixible, dynamic

How to tell a good story

• Brevity• Clarity• Narrative Arc• Relevance • Surprise

SOURCE: neurocooking.blogspot.com

PICTURE: Disney Corp.

Case studies

• Whose voice?– Clients– Funders– Partners– Yours • Key messages

– Motivation– People’s lives– Positive change– Practical– Values

Sharing your stories

Offline• Annual Report• Newsletter• Leaflets• Postcards• Events• Exhibitions• Face-to-face• DVD

Online• Your website• Facebook Fan Page• YouTube Channel• Twitter• Podcast

What you need for video stories

• Computer/internet• Video camera + mic• A website or blog• Facebook Fan Page• YouTube account• Twitter account• JustGiving account• Time + help• An audience• Luck + perseverance…

Exercise: Planning your campaigns

• Objectives • Audience• Research• Messages • Budget• Schedule• Delivery• Measurement

Charnworth Youth Club

• Christmas Party 2010• We want people who

live in the area to know more about what we do to help young people so that they will give us their money and their help• Our goal is to raise

£500 plus 50 new Facebook fans• What shall we do?

Exercise: Planning your campaigns

• Who are your target audience?• What is the impact of your work?• How is it relevant to them?• Whose is the best voice for them to hear to explain the

impact of your work?• How will you gather the stories that illustrate the impact

of your work?• How will you share your stories?

Who can help?

• www3.hants.gov.uk/player/community-video.htm

• peoplesvoicemedia.co.uk/case-studies

• Media Trust: Community Voices, www.mediatrust.org

• www.bbc.co.uk/journalism/skills/writing-styles/web-video/

• www.slideshare.net/scipmark

Good luck!

This workshop is based on the work of:

• Mark Walker• @scipmark 01273 234049• www.seictchampion.org.uk

• Regional ICT Champions: www.ictchampions.org.uk