Digital round-up – July

Highlights this month include: #WaistcoatWednesday, Charity Digital Code, IoF’s Fundraising Convention and diversity.

It’s been a month of relentless hot weather, football optimism and bleak world news. Plus another bumper crop of great charity content and digital reads.

stacks of ice cream cones in the window of an ice cream shop. they lean under the weight

How to use – pick and choose links to read, or open in new tabs for later. Or bookmark this post. Even better, subscribe and get future round-ups direct to your inbox. Enjoy!

Content

Bloodwise's call to celebrate WaistcoatWednesday to help beat blood cancer

Bloodwise launched amazing reactive fundraising #WaistcoatWednesday on 7 July to coincide with Gareth Southgate’s big moment on 11 July. At one point on the day #WaistcoastsWednesday was trending confusingly. National Trust spontaneously responded with a tweet about not wasting the coast but didn’t use #WasteCoastWednesday.

There was other fun football content including a forecast from The Met Office, #GarethSouthgateWould tweets including this one from Bliss, Scope’s brilliant BSL videos (see Football’s Coming Home), Give Blood’s missing Os, and many examples of Harry Maguire’s meme including this excellent one from The Horniman Museum. There were serious messages too including this striking image sharing stats about rates of domestic violence.

Lower half of white woman's face. She has blood dripping from her nose and wiped across her mouth. Looks like the England flag.

Also this month:

scruffy dog lying on the grass. speech bubble comes out of its mouth filled with emoji including one of paws, tree, poo etc

How do you promote your members or partner organisations? I love these tweets from Small Charities Coalition shouting-out to members for Pride and the football. Also London Community Foundation showcase grant recipients, in this case following Wimbledon.

Digital

Have you read and given feedback on the Charity Digital Code which launched in July? Consultation closes 25 September.

New websites

This month BHF launched their new website including new font.

Launching a new website, even though it has been a huge project, is not always big news for your audience. I liked this promo video from SUSE (Scottish Union of Supported Employment) to launch their new site.

Fundraising

The digital stream at this year’s IoF Fundraising Convention looked excellent. Catch up with a few of the expertly curated Twitter threads and blog posts if you weren’t there:

Crisis comms

I ran a workshop at the Hospice UK Comms Day which was about brand and reputation. Here are some useful tips from crisis expert Kitty Hamilton. Hospice UK produced a Wakelet of the day, sharing useful tips for hospices. And here is the blog post I wrote about using social media in crisis comms.

chaotic hose pipe, swirling patter

See also:

Leadership

This month there have been lots of discussions about diversity. Vicky Browning from ACEVO shared her commitment to creating a more diverse and inclusive charity sector. Jane Ide from NAVCA blogged Diversity: it’s time to make it real and Diversity part 2: nobody said it was going to be easy.

How do world leaders use Twitter? Lots of data to get stuck in to from Twiplomacy.

50 world leaders shown in individual circles, illustrating Twiplomacy's tweet

10 charity digital people who should be on your radar – some top people who regularly share their digital knowledge. Very happy to have been included. Thanks Lightful.

And finally….

Sign on the wall in a zoo. naughty penguin of the month. Good penguin of the month.

Does social media negatively affect your mental health? Why not take time out with #ScrollFree September? You don’t have to go full Cold Turkey? Cut down as a Night Owl or Sleeping Dog. Check out the website to find out more.

Don’t forget to book your ticket for Being the Story in October. Super Early Bird rate ends 24 August.

Your recommendations

What did you read, watch or launch this month? Please add your links in the comments.

Can I help you?

Get in touch if I can help you with digital copywriting, content planning, training or strategy. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection.

——

Did you miss June’s round-up? Catch up with more good reads!

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Using social media for crisis comms

How your culture, use of social media and the crisis itself influences whether you should use social media to respond.

This blog post was produced for Hospice UK following the HUK Comms Day in July. It is intended for hospices and healthcare providers but is relevant to others too.

chaotic hose pipe, swirling patter

What does your crisis comms plan say about how you’ll use social media? Does your social media policy or strategy (if you have one) include detail about how to respond to an emergency or high-profile story? Do you have the skills and processes in place so you could hit the ground running if you needed to?

Charities have consistently been in the headlines this year. Some cases such as Oxfam, GOSH and Alder Hey were front page news for weeks. Charities such as RNLI and Dogs Trust had to set the records straight when journalists mis-reported stories about their work. We live in a time where people can voice their opinions loudly.

In crisis situations (which can be bad or good), social media can be well used to promote your side of the story, to connect with supporters and to even turn a story around. But to get it right, you need to fully assess the situation to work out how to respond. What you do depends on having a culture and framework where social media is a well-oiled comms tool.

Deciding what to do depends on the crisis and your approach to social media.

Different types of crisis

For the comms team or social media officer, a crisis occurs when they have to drop everything to work on the issue. Therefore a crisis can take various forms. For example a crisis can be:

  • an organisational crisis – physical incidents (fire, flood, power cut, bad weather etc) / patient incident / funding crisis / fraud / malpractice / data breach / high-profile patient / patron in the news
  • a crisis in the local area – as community-based organisations, should you join in with local issues? If a local crisis hits (such as a big accident, fire, local celebrity scandal) do you have capacity or the inclination to connect with local people or show solidarity?
  • social media ‘crisis’ – this means something which is primarily on social media. This could be something you have started yourself which has ‘gone viral’ or a hashtag you need to join in with, or a patient documenting their illness which includes the care you are giving them.

How you respond depends on the situation. And the culture and community you have created around your comms.

A social culture

Does your organisation primarily use social media to broadcast? This means that your Twitter or Facebook feeds are effectively noticeboards announcing events or news? There is no interaction or engagement.

Or is your social media, social? An organisation with fully social channels typically does many of the following:

  • receives and responds to comments – building relationships with supporters
  • comments on other people’s messages – this means they follow and listen to others, responding where relevant
  • connects with local people and businesses away from their own channels – either in other forums or groups, or joining in with social media ‘events’ like #BirminghamHour
  • being creative with social – joining in with trending or topical issues
  • using storytelling
  • trusting staff and volunteers to use social media in their work (this is especially key if you had to draft in colleagues to help out in a crisis)
  • building a group of followers who stand up for the organisation.

If you have a social rather than broadcast approach to your comms and social media, when a crisis hits, you will be in a better place to respond. Partly because you’ll probably have a bigger audience but mostly because you will have an engaged one.

Comms planning

Key to responding well is planning. Have you done a training exercise around a crisis situation? Have you brainstormed situations and standard responses? Even if these scenarios never occur, it is useful to have done the thinking so you can apply it to a different situation.

It is essential to have done thinking around:

  • your tone of voice and housestyle. How is this different on social media? How would your press statement work cut and pasted on to Twitter? Do you need to change the jargon or simplify the message? What images could you use?
  • your integrated comms – how will you use different social channels? How will this integrate with your website, print and email comms?
  • processes around publishing to social media, including monitoring and responding out of office hours. Do you have a list of who uses social media in a professional capacity to represent your organisation so you can get hold of them in an emergency?

I have produced a set of questions to help you work out whether it is a good idea to respond or not – see Crisis Comms Questions (PDF). There are no right or wrong answers and not every question will be relevant. This is intended to help you think about the situation either as part of your crisis comms planning in ‘peacetime’ or if you are in a live crisis.

screenshot of questions about whether to take action or not

Examples

In addition to well documented crisis, played out on social including Oxfam, GOSH, RNLI and Dogs Trust, here are some examples of hospice crisis comms in action.

St Giles Hospice – #MakeFredFamous

Some of the tweets received to #MakeFredFamous

91-year old Fred attends St Giles Hospice’s computer group. The team asked people to wish him happy birthday via their Twitter feed. It took off!

To date there have been 45k retweets and 40k likes and thousands of people sent birthday messages. Fred was featured on local news and radio.

The team worked out when to calm the situation down and regularly checked in with Fred that he was ok with the attention. Fred signed off the press release. The coverage helped them to tell people about a different aspect of their work as Fred wasn’t a patient.

Sue Ryder Thorpe Hall

Sample of tweets responding to a theft at Thorpe Hall

When someone stole donations from the hospice last Christmas, the team wrote an open letter to the thief on their website and promoted it on the social channels. This inspired people to do something to help.

Local people, businesses and community groups rallied round and gave donations. The story got on the local news. The hospice was overwhelmed by the response and over £5000 was raised.

Thorpe Hall could have said nothing about the incident but by approaching it in a positive way, the story spread and inspired people to get involved with great results.

Useful reads

See also 5 digital comms tips for hospices – a blog post from 2015 with some great examples.

What do you think?

How has your organisation approached crisis comms? Are there situations where you purposefully haven’t used social media? How do you make decisions about what to do? Who decides?

Please do share in the comments. I’d particularly like feedback on the PDF questions – are they useful / what’s missing?

Can I help you?

Get in touch if I can help you with digital copywriting, content planning, training or strategy. I work with charities of all shapes and sizes. Can I help give your comms or digital processes a healthcheck and ideas injection?

 

 

With thanks to Sue Ryder, St Giles Hospice, St Wilfrid’s Hospice and St Ann’s Hospice who shared their experiences as part of research for the workshop / blog.

Digital round-up – June

June passed by in a blur of great weather, football fever and lots of great charity reads. Get an ice cream / cool drink and settle back to hook some juicy digital catches!

metal fish in a paddling pool, ready to be hooked for fun. Summer picture.

Warning – this is another bumper crop. Pick and choose links to read, or open in new tabs for later. Or bookmark this post. Even better, subscribe and get future round-ups direct to your inbox. Enjoy!

Content

Dogs Trust - cute animation. Starts with a dog shuffling across the screen looking cheeky

Map with hundreds of red dots, each clickable to read the supporter's comment

5s video showing a small wave washing away a person (in lego) talking a photo of the weather.

Screenshot of doggy Twitter Moment

Digital

In case you missed it Brathay Trust: a lesson in crisis comms.

Brathay's instagram - image of a young man in a bright yellow t-shirt completing the run

Teams and ways of working

Mind your language

Suicide has been in the news a lot recently. Here are some guides to writing about it responsibly.

Events

Fundraising

Scope subscription box Mindful Monsters for parents and chidren

More

And finally….

1970's BBC presenter next to a BBC micro computer.

 

Your recommendations

What did you read, watch or launch this month? Please add your links in the comments.

Can I help you?

Get in touch if I can help you with digital copywriting, content planning, training or strategy. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection.

——

Did you miss May’s round-up? Catch up with more good reads!

 

 

 

Join these digital leaders

Child's drawing: stick people. One says "I've had an idea". The other says "I have too". Both have lightbulbs above their heads!

Digital teams going the extra mile to share their knowledge.

I love our sector. We do so well to connect and learn from each other. From attending meet-ups, mentoring and shadowing, or learning from hashtags or other people’s top takeaways from events, there are lots of free ways we can share and learn from each other.

Must reads

One of my go-to sources of knowledge and inspiration are the hubs of big charity digital teams. These include:

I regularly include their posts and links in my monthly round-ups as they are so useful. As well as an excuse to peep in at the window of these big charities, the shared thinking and best practice is good food for thought for us all. Posts can prompt discussion, collaboration and new ideas.

There are quite a lot of councils and other public sector blogs from digital teams around too. For example:

Benefits to the team

Although producing the posts and curating the accounts can be time-consuming, the task brings other benefits.

  • Team building – done collaboratively, creating posts about projects can help the team to reflect and review the work they are doing. In busy teams, it is easy to move on to the next task, project, crisis with no time to review or think about how to share successes, challenges or failure with others. Creating a culture of review and sharing can help to give space for reflection and improvement.
  • Knowledge sharing and skills development – if members of the team read each other’s posts, it can help them to learn from each other and appreciate stresses and demands. This can drive better future projects.
  • Internal comms – content can help non-digital internal colleagues to understand the processes and thinking behind digital projects. If writing for a non-digital audience, it can be good practice for team members to be more careful about the terminology used in their posts, cutting out the jargon too. Posts can be repurposed for internal channels.
  • Profile raising – well-shared posts can help to raise the profile of the digital teams, helping with future recruitment. Who wouldn’t want to work in a team doing cutting-edge work?
  • Creativity – a blog gives the freedom to be creative, finding different ways to share knowledge. It feels nice to do the thinking around a topic, write it up (or draw pictures or make a video) and share it. A blog can be colourful and fun showing the personality of the writer and team. And no-one gets bored of seeing photos of post-its (do they?).

colourful post-its used in content planning

So do follow / subscribe to these accounts.

Better still, start your own team’s blog to share your processes, successes and failures. We can all learn from them.

Your top tips

Are there other blogs or Twitter feeds run by digital teams you’d recommend? Have you contributed to your team blog? Any top tips for making it work? Do you have a content calendar or a blog owner who manages / edits it?

Please share in the comments.

 

<Headline image drawn by my son, found on my desk recently!>

Can I help you?

Get in touch if I can help you with digital comms, content planning, training or strategy. I work with charities of all shapes and sizes. Can I help give your comms or digital processes a healthcheck or ideas injection?

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Brathay Trust: a lesson in crisis comms

How small charity Brathay Trust responded to suddenly being headline news and receiving thousands of donations.

In April 2018 small youth charity Brathay Trust in Cumbria had three runners competing in the London Marathon. One of them, Matt Campbell aged 29, tragically collapsed at mile 22.5 and later died.

The charity received an unprecedented response. To date Matt’s JustGiving page has raised in excess of £368,000 (+Gift Aid) from over 31,800 supporters. Thousands of runners across the country also pledged to run the remaining 3.7 miles to #FinishForMatt.

The charity quickly had to deal with the news, putting aside their own shock and grief from losing someone so active in their community. Here, Peter Grenville, Brathay’s marketing executive shares what happened and the lessons they learnt about crisis comms.

Brathay's website showing four news stories

The first day

I was told of Matt’s death first thing on Monday morning. We were aware that the London Marathon organisers were due release the news later in the morning. Colleagues were already in touch with Matt’s family, so we had a couple of hours to start working on our response.

We have a crisis comms plan in place for dealing with a major incident, either during one of our programmes with children and young people, or for something affecting our offices and staff. We also have a plan in place for the ASICS Windermere Marathon, which we organise every May as part of our fundraising. Whilst both were useful, this was a scenario we hadn’t specifically planned for.

We were startled by the large number of enquiries and requests for interviews/statements, which slowed our response a little whilst we prioritised. By the afternoon we had a short statement on our website and social media channels, and our tribute to Matt up later in the day. Both were posted as lead items on our homepage, and also our Challenge Events website, which had been carrying the story of Matt running to raise funds for us.

It became clear very quickly that people touched by the story were donating to Matt’s JustGiving page. Whilst we had some extra donations to appeals on our website, we rapidly decided it was better to focus on the JustGiving route. Although we had an unprecedented level of interest in us (our website had more hits in a day than we normally get in a year) we were aware that people were donating to ‘Matt’s Charity”, rather that specifically ‘to Brathay’, but they were checking us out.

How we worked together

Before the end of the first day it was clear that the those of us dealing with the unprecedented interest in Brathay needed to step away from our regular roles to work together to respond. Some decamped to a meeting room. We scheduled regular twice-daily meet-ups to check what was needed. A large whiteboard became our low-tech method of tracking things that needed doing. We prioritised tasks that required immediate attention, whilst compiling a list of less time-sensitive items that also needed responding to.

Although Brathay has around 100 staff, we are spread across several sites in the north of England. Pulling this group together, especially with our own flagship fundraiser, the ASICS Windermere Marathon, just a few weeks away, did mean we had to delay some planned activity. Organisationally, our colleagues absolutely got the importance of what we were doing and left us to get on with what was needed.

Throughout the whole period we were conscious that Brathay were not the ‘owners’ of anything that was going on. We needed to respect Matt’s family, who are huge supporters of our work, by not making statements about what was going on without consulting with them first.

As a team, we agreed what to write and when. Once one of the team had drafted something for our websites, this was circulated and changes suggested and agreed. We did this largely by instinct – monitoring how the conversation and messages on social media were changing and ensuring we regularly responded – conscious that there was a lot of attention on what the recipient charity of the large sums of money being donated were saying. We wrote updates on day two, on day four and at the end of the first week (30 April) and shared these widely across our channels.

Brathay - one of the total updates on Twitter

By the end of the second week, we were able to return to our normal work, but still with an elevated level of activity and a clear understanding of the need to continue our response.

#FinishforMatt

After just a couple of days, the huge social media campaign to #FinishForMatt #RunForMatt (and some other variants) really took off. Messages and donations switched from being about simply remembering Matt to being about ‘completing’ the Marathon for him, as individuals or in groups. The London Marathon team really got involved with this too. People everywhere were organising runs. We did our best to contact the more significant ones, including those taking place in London, and one local to our HQ in Cumbria.

Interview requests came thick and fast. Our Chief Exec was on BBC Breakfast twice, as well as appearing on other news channels, interviews with local and national radio, and newspapers. Channel 5 produced and shared this short video across their social channels.

One thing that worked particularly well was identifying that people completing their 3.7miles and donating could use a text-based image on their social media posts to demonstrate their support. We quickly put together some simple graphics, loaded them onto our website, and posted about them regularly – it was great to see them being used widely.

Getting the tone right

We were very aware of our place in everything that was happening, and wanted to ensure that our responses showed respect to Matt and his family. The response was incredible, but we didn’t want to appear to be trying to ‘cash in’, or treat the situation as an opportunity to ask people to give. At the simplest level, everyone involved at Brathay really wanted to make sure we did the right thing.

I think what we said genuinely reflected how we felt – amazed, stunned and very grateful for each and every donation. I was keen for us to think about this from the point of view of someone donating. What would they want us hear from us?

Brathay tweet - if we have missed saying thank you to you, our apologies. We've never had so many tweets. Please know we are grateful to each and every one of you

We wanted to show our gratitude to those donating. We put in a lot of time outside normal office hours to try and respond to everyone on social media who were telling us they’d donated. We couldn’t manage it entirely – there was just too many messages – but we did as many as we could. We also tweeted general thank you messages to the running community who had organised special events.

Tweet thanking supporter for walking the 3.7 for Matt

We also published galleries of photos from our #RunforMatt events on Facebook, shared a few very short videos on Twitter including this one of the finish line which has had almost 1000 views and this one which has had almost 8000. We also put a selection of strong images on our Instagram account.

Brathay's instagram - image of a young man in a bright yellow t-shirt completing the run

Keeping up

Keeping up was tricky! We had five people from different parts of the charity working on this full-time, as well as many others involved to varying degrees. The extra hours put in by those involved ensured we responded in a way we were happy with. We discussed using an external agency to help with our social media response but in the end felt we could better maintain the appropriate tone by doing it ourselves.

Building new relationships

It’s early for us to fully understand the long-term effects and if we have developed lasting new relationships. However, more than 5000 of the 31,800 people who donated via JustGiving ticked that they wanted to hear from us. So we have emailed them updating them on the latest total and some of our thoughts about Matt’s legacy. They are now on our database, so will receive our regular updates.

We’ve also built relationships with those involved in the #MilesForMatt #RunForMatt campaigns and strengthened those held with local and national media. We gained a lot of new followers on social media. Of course, we know that the interest in us will inevitably wane for some people, but we hope that many will want to continue to hear from us, and understand what we do.

Brathay graphic explaining what they do

Matt’s legacy

The amount of money raised in Matt’s name is significant to us. We need to think carefully about how best to use it to ensure we have maximum impact on the lives of children and young people. We will consider both our charitable remit and the wishes of the Campbell family to ensure we have a fitting legacy to Matt focused on the development of resilient young people.

It is only a very short time since Matt‘s death and we need to respect that. While the total continues to rise, we are not in a position to finalise our plans but we are currently giving careful thought to the best way forward. We recently published a news story saying this. It is important for us to share an update saying that we are thinking carefully about how to use the money, rather than saying nothing. One of the ideas discussed to ensure we effectively communicate our plans is to have a dedicated page on our website, which will remember Matt and carry updates on what’s happening.

Some of our team were close to Matt. His death was clearly devastating for them and shocking for everyone at Brathay. I’ve been humbled by everyone’s resolution to ensure that we honoured our friend’s memory appropriately, and their huge efforts in coping brilliantly with the amazing response from the public. Colleagues attended the recent memorial service, and will continue our relationship with Matt’s family, who are great supporters of our work with children and young people.

10 top tips for responding to a crisis

  • Be prepared to put in the extra hours. It’s tough, but being part of the conversation at the times and in the places, where your supporters are, is essential.
  • It’s not about what you want to say – it’s about what your supporters/the public want to know. Try and look at the situation from their point of view.
  • Update regularly. Even if the situation is broadly un-changed.
  • Act even faster than you think at the outset! Any time you believe you’ve got will vanish.
  • Prioritise ruthlessly. Not just ‘today’ and ‘later’ but ‘right now’, ‘later this morning’, ‘before 3pm’ etc. If someone is missing deadlines, find a way to support the person who is struggling to keep up.
  • Relax the ‘whose job is it?’ rule. To get things done, use people’s skills if someone who would normally do something is already stretched.
  • Compare notes and meet regularly. Things change rapidly, and new, urgent, items come up fast.
  • Assemble a crisis team fast – even if you don’t need it, you can scale it down easily. Better to realise you’ve got too much resource than find you don’t have enough.
  • Remember to thank your team. They might look like they’re coping just fine, but situations like this are stressful for those involved. Reassure them they’re doing the right thing. It’s hard to know when you’re in the eye of the storm.
  • Make sure someone senior is part of the process. Even if they aren’t there all the time, having their support is invaluable to a team trying to cope with a stressful, and rapidly evolving, situation.

With huge thanks to Peter at Brathay for sharing his experience.

Further reading about crisis comms

Your top tips

Have you ever been in the middle of a crisis at your organisation? How did you identify it was a crisis rather than just a bad day? What worked or didn’t work? What top tips would you share? Please share in the comments.

Can I help you?

Get in touch if I can help you with digital comms, content planning, training or strategy. I work with charities of all shapes and sizes. Can I help give your comms or digital processes a healthcheck or ideas injection?

Subscribe

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Digital round-up – May

In the month that we were all swamped in GDPR emails and RNLI and Dog’s Trust were responding to endless negative comments following misreported press stories, there were lots of great reads. Pull up a comfy chair and catch up with some great charity content and digital reads you might have missed from May 2018.

View through a glass case of butterflies, we see a child with open mouth in amazement. At the Natural History Museum

Warning – you may need longer than a tea break to catch up. Pick and choose links to read, or open in new tabs for later. Or bookmark this post. Even better, subscribe and get future round-ups direct to your inbox. Enjoy!

Digital

Useful resources and reads if you are working on digital projects, thinking about future technologies or just getting on with your everyday digital tasks:

Screenshot from CAST's design principles showing the first 5.

Inspiration from other organisations getting stuck into digital:

New websites / rebanding:

Events:

screenshot of one of the slides from the charity comms seminar.

Content / comms channels

street painting of lots of faces

ICYMI – I updated my 2013 post about trustee / staff pages on charity websites with new best practice and examples. How does your site match up?

Fundraising

Graphic from UK Fundraising - charities have a problem with men

Working with people

Great content

Still from ARUK video showing a hand drawing a healthy brain on the left and one with Alzheimer's on the right.

Plus there was lots of nice content around for the Royal Wedding, such as this knitted couple from Age UK and this blue blood image from NHS Give Blood.

Age UK tweet showing a knitted Harry and Meghan.

This Royal Wedding Moment contains lots of fundraising related fun from large and small charities. Great examples of how to join in with a feel-good event.

Strawberry Social even did a comprehensive thread of an A-Z of Royal Wedding tat which should have got more likes than it did.

See also

Coloured print outs of T&Cs from social media sites. Instagram's is the longest.

Your recommendations

What did you read, watch or launch this month? Please add your links in the comments.

Can I help you?

Get in touch if I can help you with digital copywriting, content planning, training or strategy. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection.

——

Did you miss April’s round-up? Catch up with more good reads!

—–

 

 

Digital round-up – April

Highlights from the charity digital web in April.

Includes a bumper crop of blog posts from CharityComms, Lightful and others, plus a charity rebrands, Marathon comms and some juicy hashtag content.

Close up of pots of rusty nails, green scissors and yellow string

Building digital success

**Don’t forget that if you have content on Storify, you have until 16 May to remove it before the site closes. There are lots of alternatives such as Wakelet. Which ones have you tried?**

Getting the measurements right

Infographic from ParkRun's tweet showing average finish times

Building excellent teams

Rebrands / new websites / building websites

Charity content

We all know about the big awareness days but what about the small obscure ones? Even International Carrot Day can be celebrated on a slow news day. Check out some great examples in this Twitter Moment.

There was some nice St George’s Day content around including this video from National Trust and Macmillan dusted off their #EdBallsDay tweet. Plus some great April Fool’s Day campaigns.

What does your social media strategy say about whether you should join in with an unexpected trending conversation or meme? What criteria does it have to satisfy or do you use instinct to make a decision? Some organisations I speak to just don’t join in, others will wait until their peers are joining in. Trending topics can give engagement a real boost. Remember how we all joined in with the 280 characters change on Twitter? This week some charities joined in with #MyHandleExplained. This example from WWF (“Wildlife not wrestling”) really stood out. This one from @MoreThanADodo was good too.

#MyHandleExplained tweet from WWF showing fighting polar bears

It can be hard to get humour right. This post by Jon Ware explores why and what we can do about it – Why the Absolute Unit was absolutely inspired digital comms.

London Marathon

Made to Move - wheelchair athlete whizzes past the Lucozade station on the Marathon

Full-on London Marathon fever lasts for about a week from the expo to when the aches and pain fade after the event. Use your content well to embrace this if you have runners or supporters involved.

Did you see the London Marathon cheer-off banter on Twitter and mascot banter between Breast Cancer Now, Macmillan Cancer, Breast Cancer Care, Teenage Cancer Trust, CLIC Sargent and others?

Jack Munroe used Twitter to connect fundraisers with supporters ahead of the big day.

Marathon day itself is a whirlwind on social media. On the Monday following the event, lots of charities shared stories about the impact all the fundraising would have as a way of thanking their runners for the pain and giving them a final push to pass on to sponsors. Many will be reliving the day through photographs and messages. Take a look at some examples in this Moment. Many charities also make Moments of their tweets from the day to curate and document it for prosperity and future use. These are also a great way to publicly celebrate (and thank) the effort of the runners and supporters. Take a look at examples from Scope and Macmillan.

UK Fundraising also shared a round-up of some of the highlights.

Brathay Trust did an excellent job with their crisis comms following the death of supporter Matt Campbell. As the news broke, they quickly released a statement. They added his story to their homepage, shared stories about their work on social to connect with their new audience and produced graphics to help promote #MilesForMatt. As the money came in, they released further statements at £100k and £300k sharing their reaction to the response and what the money means to them as a small charity.

As people are still running their 3.7 miles for Matt, the total is still going up. Currently it stands at a staggering £330k + GiftAid. For a small charity, who have never had so many tweets, they have done a brilliant job of connecting with the running community. Building long-term relationships with these supporters will be harder but many more people have now heard of Brathay and their work than before.

Brathay Trust - statement via Twitter reflecting on the week following Matt's death

NB It is worth having a look at the work Samaritans did following the death of Claire Squires’ in the London Marathon 2012 which raised over £1m. Here’s more about the Claire Squires Fund.

Other stuff

What else did you read or see this month? Do share in the comments.

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Did you miss March’s round-up? Catch up with more good reads!

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