How to use a Twitter Moment

Twitter Moments were launched in 2016. They are generally underused in charity comms. A quick survey of 50 charity’s Twitter accounts found that only 18 had ever done a Moment. Most of the 18, had only done one or two. Yet they are a quick and easy way to present and preserve content.

Screenshot of 2 Cats Protection Moments with a small number of Likes

Engagement levels of Moments seem to be generally low but if you are using them infrequently and only sharing them once, this isn’t surprising. You need to have a content plan for sharing and integrating them within your comms.

Value shouldn’t just be based on likes, shares and opens. Having a permanent document of something is useful for lots of different reasons. For example a Moment can make it easier to share the story of an event during and afterward. Having an archive of Moments can help you to take stock and plan future comms. A Moment can be a great way to show Twitter activity to colleagues. Moments can also be used and reused as evergreen content.

Here are the most common uses for Moments:

  • to share an event
  • to preserve or share fragmented content
  • to have a permanent record of something important
  • to showcase your community
  • to present content in a different way.

1. Events

Runs, fundraising challenges and other events can generate a lot of tweets. The good ones can get lost in the noise or missed altogether. Having a Moment is a great way to showcase and celebrate what happened. They can brilliantly show the live atmosphere and hype of the event better than any write-up. And they can be useful months later when recruiting for next year or sharing the impact of what happened.

screenshot of Macmillan Cancer's tweet sharing their Moment of the London Marathon

Top tip: Try and make the Moment as soon after the event as possible. People get home and want to relive it. If your Moment is ready then, more people will look at it and share it with their friends. A Moment made a week later has missed the boat.

2. Content curation

Moments are also a great way to curate content on Twitter. Think of them as a simplified, single channel (much missed) Storify or Wakelet.

A Moment can be used to bring content together that would otherwise be hard to find. For example, responses to a question (user-generated content) or a series of tweets not made into a thread or when you want to include tweets from other people into your messaging.

screenshot of Time to Change Moment 1.4Likes

3. A permanent record

If something big is happening, why not make a Moment of it? Tweets will soon get lost in your back catalogue, never to be seen or used again. Document it live or after the event to help others follow what happened.

Tweet promoting Heads Together's Moment of the #MentalHealthMinute for Mental Health Awareness Week

See also: Rocur and Twitter takeovers – blog post from 2017.

4. Community building

I didn’t find very many examples of Moments being used to showcase community action. How could you use a Moment to thank or celebrate your community?

  • Cambridge CVS showcased small charities during Small Charity Week 2018.
  • Cats Protection gathered some of the best responses to their #CatMenDo campaign.

5. Fun / interesting content

Be creative. Moments can work in lots of different ways. Could you use a Moment to show your impact or as a brochure to your services or present complicated information (such as symptoms or research) in a Moment? Here are some examples of more unusual uses.

How to make a Moment – tips

If you haven’t ever made a Moment, they are pretty simple to do, just follow the steps once you click ‘Create new Moment’. Here’s a how-to guide from Twitter if you need one.

Here’s are some tips on how to do them well.

  • Choose a great cover image which will will be eye-catching and sets the scene for your Moment. I tend to put this tweet at the end of the Moment so that people don’t see the image twice straightaway.
  • Think of a Moment like an essay with an introduction, main points in the middle and conclusions at the end. Ease people in with a tweet which introduces the topic and at the end finish with something fun or silly or thoughtful. Don’t just trail off. I have sometimes written a tweet purposefully to use at the end of a Moment either in thanks or to ask a question or to signpost to further reading or a donation.
  • There should be a rhythm to your Moment. You have to curate it, so it flows and tells a story. For example you might put tweets next to each other which use the same colours.
  • Try not to include tweets which are very similar to others. Be ruthless. Not many people will make it to the end of a 20 tweet Moment. Put some good ones at the end – reward people for getting there!
  • Try to use tweets which only have one image. Tweets will multiple images take up more space and can disrupt the flow.
  • Include tweets with video or gifs or graphics to keep it interesting.
  • Make the title clear and short. Include the #hashtag if you are using one.
  • Tweet your Moment and @mention some of the accounts you have included to broaden engagement.

Top Moment makers

More about Moments

Do you use Moments?

Have you used Moments? Do you like them or think they are a waste of time?

Share your favourites and top tips in the comments. I’d love to hear from you.

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Digital round-up – April

 

Highlights this month: Notre Dame, Extinction Rebellion, New Power, April Fool comms, surveys and more….

Another Bank Holiday? Already? Excellent! Catch up with charity digital content and reads you might have missed while you were trying to squeeze some work in between days off.

cherry tree heavy with pink blossom

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.

Content

screenshot from National Trust video - 'freshly baked cheese scones. Ketchup or Mayo first?'
screenshot of National Library of Scotland's tweet showing the black hole over the Edinburgh skyline

Comms and marketing

Digital – strategy, design, culture

Screenshot of Matt Collins' article

Fundraising

People and organisations

There has been lots of talk this month about shifts in power, diversity and representation. Here are some useful reads (and watches):

acevo leadership framework

And finally….

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

Digital round-up – March 2019

Highlights this month: innovation, charities doing great at digital, responsible tech, #GBSpringClean, The Samaritans new website, representation in images and comms. 

Don’t let Brexit misery drag you down. Get outside for a nice walk in the sunshine, have an ice cream, then settle back to catch up on this month’s good reads and great content. 

model of 1950s seaside. woman sits reading a book while two boys queue for ice cream

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.

Content

screenshot from Wildlife Trusts' video of animated Wind in the Willows

Comms

Charity Comms' Innovation report

Digital – strategy, design, culture

Samaritans - screenshot of new homepage

The web at 30

The world wide web was 30 this month. I looked at how the charity web has changed through the evolution of the British Red Cross website

Fundraising

People and organisations

One of the 10 tips - don't ignore succession planning and empowering teams

And finally….

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 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 February’s round-up? Catch up with more good reads!

Charity web at 30

The World Wide Web is 30 today (11 March 2019). Five years ago I used the Wayback Machine to look at trends in charity website design, using British Red Cross as an example. Here is the post, now updated with lessons from 2019.

Is your charity website keeping up with the latest developments in design and functionality?

Starting out – 1998

British Red Cross website 1998

The British Red Cross homepage in 1998 shows that the web standard of logo in top-left was there from the start. The site was very basic, probably hand-coded in html and uploaded via FTP.

  • Brochure-ware content – dense homepage to be read like a book.
  • Email to make a donation.
  • ‘Click here’ links.
  • No images.
  • No search.
  • Approx 10 pages. Only one-level down.
  • Sponsored by Vauxhall.

Increased functionality – 2006

British Red Cross 2006

Fast-forward eight years and the 2006 homepage leads with an appeal. Fundraising and raising awareness is now most important. There is greater awareness of design. More thought about actions and audience.

  • Published using CMS.
  • Images but no coherent design.
  • Site-wide (top) and left-hand navigation.
  • Fundraising prominent – 6/12 ‘Quick Links’ are fundraising. Donate now tab.
  • Search button.
  • Functionality – ‘In my area’.
  • Accessible links.
  • No social media (Facebook launched in 2004, Twitter in 2006).

Integrated digital comms – 2014

British Red Cross website 2014

Another eight years and now the 2014 website still leads with an appeal using a single emotive image. The site is sophisticated offering many opportunities for interaction, transaction, discussion and commerce but also has a presence across many other digital platforms (YouTube, Facebook, Twitter, blog, Apps, games etc). It feels like digital is now being taken more seriously.

  • Multiple channels (links to six network channels at the bottom of the page).
  • Optimised for mobile / tablet.
  • Many opportunities for interaction.
  • Greater use of video, audio, photos, games to tell a story.
  • Donation button and quick PayPal option on homepage.
  • CMS powered, integration with CRM and other databases.
  • Evolution of ‘in your area’ functionality.
  • Accessibility buttons.

Website in 2019

Red Cross homepage in 2019. 10s full-screen video

Now the 2019 homepage is all about clarity and impact. Previously the homepage would have had to work hard at promoting everything as most people would go to the homepage first. Now sites are so well indexed with people going direct to the pages they are looking for, so the homepage can be devoted to telling a story or running a campaign. The homepage can appeal to hearts and minds rather than acting as a directory.

The currently site uses a full-screen video for the current appeal. It shows 10 seconds of different views from Yemen to tell a story to drive donations.

Below the appeal, the page is segmented into sections with different types of links (UK appeals, get help in a crisis, support, first aid, how we help, shop). These use colour and photos to make it easy to use. This architecture is replicated in the top-level navigation which is now reduced to five options.

  • Images are more powerful, instantly telling a story. Video is centre-stage.
  • Simplified navigation (no more What we do, Where we work etc).
  • Language is shorter and has more impact. Links are 1-3 words. Appeal text is ‘Help give life-saving aid to families in desperate need’. In contrast with ‘Help us continue giving thousands of people vital aid in this desperate situation. Please give what you can today’ from 2014.
  • Donate button on top right-hand side.

Web design in 2019

I have been training people on writing for the web since 2003 – over half of the web’s life – and working on websites since 1996. Many of the old rules still apply (short sentences, headings, meaningful link text etc). But the way we consume information and content online in 2019 means that we now need to be even tighter with our words. Attention spans are shorter and screens are smaller. The language we use needs to be immediate, strong and clear. There is no room for wasteful words on the homepage or in navigation links.

Photographs and images now need to have more impact. They should use strong colours and instantly tell a story. Compare the images used in 2006 / 2014 with the images used now. They use close-ups and are not afraid of sharing an intimate moment, pain or emotion. They are beautiful and difficult to look at.

Homepages generally use a hero image (or in some cases video) which is shown at full-screen. This image has to work very hard to communicate everything you want in that key real estate location. Do you have images that are strong enough to do that? Take a look at the homepages of Crisis, NCT, Brathay Trust, and Bloodwise for examples. (See also Review and improve your use of images.)

Your digital strategy

You don’t need to be the size of British Red Cross to need a clear plan for how your website and wider digital platforms support the goals of your organisation. Technologies and design standards are changing all the time. Just today, Samaritans launched its new website which has a cool features such as a dynamic homepage which changes depending on the time of day.

A digital strategy can help you to persuade trustees to invest in new technology or staff. You may use it to plan your increasing use of social media, create digital services and have a reference for how you’ll deal with a crisis. Or it may help you plan the next 6-12 months, ensuring you are using your resources in the right way and keeping up with your peers.

Take a look at the Charity Digital Code of Practice which was launched at the end of 2018. It aims to help charities increase their impact, develop skills and improve digital sustainability. Zoe Amar recently shared data from the self-assessment tool to show where charities are at with Code.

Whatever the priorities for your website, it is worth investing your time in producing a digital strategy to support its future evolution.

Useful links

If you need in-person help, there are lots of Digital Strategy courses and freelancers / consultants who can support you.

More on the web at 30

Read more about the web at 30:

Look at other examples of how design has evolved via the web design museum.

Google Doodle for the web at 30

Digital round-up – February 2019

Highlights this month: designing comms for young people, housestyle / accessible writing, personas of offline users, February hashtags.

Although it was a short month, February was packed with great comms and good reads. Here’s some you might have missed.

Large beach huts face out to sea at Shoeburyness in Essex

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.

Content

Family have an argument in their kitchen. Monster with tentacles sits on the table. Still from campaign video.

Twitter takeover of the month: Fight Bladder Cancer took over MADLcharity’s Twitter account for three days to raise awareness and reach a new audience. It would be good to see a Moment of the takeover to preserve the messages and energy from the event, giving the takeover a longer shelf life.

Comms

Screenshot from Dan's blog post - showing stats of YouTube viewing by age

Check your language:

Conferences:

Comms news, tips and examples:

Digital – strategy, design, culture

4 personas from the Good Things Foundation research

Fundraising

People, teams and culture

And finally….

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 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 January’s round-up? Catch up with more good reads!

How to mark your charity’s anniversary

A significant anniversary can be a big milestone for any charity. Surviving and thriving for a year or five or 100 is a big deal. How should you mark this?

Should you do something public? Could you use it to tell a story, reach new people, fundraise, raise your profile or change direction? A significant anniversary can be a good opportunity to talk about your impact and ambitions for the future.

number grid in a playground - close up of 10, 20, 30 etc

Here are two detailed examples of charity anniversaries and the digital comms they have produced to mark the occasion. Plus top tips with more examples to help you think about what you could do to mark your anniversary.

Combat Stress – 100

Combat Street tweet showing a leaflet from their archive

In May, Combat Stress will mark their centenary. With 100 days to go until the big day, they are sharing insights into their work. On Twitter they are creating one thread counting down. Follow #100StoriesIn100Days for a mix of images from their archive, stories and examples of their work today. The stories are also shared on Instagram and Facebook. Their website has a page for the centenary explaining the history of the organisation.

This volume of comms might seem impossible but if you have a rich archive of stories or facts or images, why not package them up to tell a bigger story? Take a look at the digital advent calendars to help think about the challenges of planning and keeping the momentum going over a long period of time.

London’s Air Ambulance – 30

screenshot from LAA website. Red helicopter against blue sky over London.

In January, London’s Air Ambulance celebrated 30 years. On Twitter they got lovely happy birthday messages from Saracens Rugby Club, London Fire Brigade, and others. They have been sharing fundraising and press coverage via #30YearsSavingLives. Prince William was named as a patron of the campaign and films of him flying a helicopter were widely shared and viewed.

This LAA short video shares how the service started and grew from its early years. Their website is prominently promoting the 30th, with pages dedicated to the anniversary including patient stories and the fundraising appeal. They are also trying to reconnect with patients via Facebook.

Of course we haven’t all got the luxury of Prince William or a lovely red helicopter to drive comms. But this campaign boils down to telling the stories of the impact the service has made. #30YearsSavingLives is a powerful and engaging statement.

Other examples and ideas

Show your impact and ambitions:

Be creative:

  • What can you do with your number? Kemp Hospice are turning 50. As well as decorating the windows of their shop windows gold, they have developed golden branding and shared what donations of £50 could do.
  • Get out of the office. Cumbria Foundation’s 20th birthday card was given its own roadshow so that 20 organisations supported by the foundation could sign it.
  • Get a nifty but simple hashtag which will work over the time you are using it. Track its use and join in conversations where you can.
  • An anniversary isn’t always a celebration to shout about. Think about how you can use the event to raise awareness instead. Missing People are 25 this year. Rather than talking about themselves, an art exhibition brings together portraits of missing people.

Use materials from the archive:

NCVO's time line - close up of highlight from 2005, 2011, 2012

  • Can you do something physical if you are celebrating a big anniversary and have people visiting your office? NCVO who are 100 this year have produced an illustrated timeline in the reception of their office.
  • Have you got an iconic building, product or brand that people love? Share behind the scenes stories or images from the archive. The Guggenheim in New York is 60 this year and are sharing highlights.
  • Have famous people been involved in your charity? Can you share details from the archive? For example, Kensington Palace shared this photo of Diana and William’s names written in The Passage’s visitor’s book from 1993.
  • If your organisation has shaped the way people live, let your archive tell the story. For example when NCT was 60, it was covered in a BBC magazine article.

Build and thank supporters:

Document:

  • Archive and look back. If you are celebrating a significant anniversary over a whole year, document events and share a review at the end. People might still be new to your news or if they were very involved, want to re-live achievements. The Fire Fighters Charity celebrated its 75th anniversary in 2018 and produced a review of the best bits including impressive fundraising activities.

Should you mark an anniversary?

Think about your audience. Do they care that you are 10 or 25 or 75? What might make them care? Do you have a story or hook to make your anniversary engaging?

Think about the practicalities too:

  • Do you have the capacity (time / funds / energy) to mark an anniversary?
  • Will celebrating improve or reduce team morale?
  • When was the last time you did this? Celebrating 30 might not mean so much if you made a fuss of your 25th.
  • What might you lose by doing nothing?
  • Will your comms be over the year if it is a big anniversary (say 100 or 150), in the run up to a particular day, or just one day?
  • Will you run comms across all your channels or limit to one where it fits your audience best?

New charities

If you are a new organisation, getting to an anniversary is a big deal. Celebrating years 1-5 with the people who have helped you get there can give everyone a boost. It can also be a hook to show your impact and reach a wider audience.

For example Little Village recently celebrated its 3rd birthday saying ‘we’ve made it through the critical first 1000 days of life’. They released new figures showing how demand for their service is increasing and the many different ways they have supported families to date, along with an appeal to raise £10,000.

Conclusions

These examples show that there are lots of different ways to mark an anniversary.

Planning and implementation of anniversary activities and comms can take up a lot of time and may only lead to low engagement.

But if you have a meaningful hook to share your impact, fundraise or tell a story and the anniversary is a special one, then go for it. Get creative. And don’t forget the cake.

screenshot from Ronald McDonald House Charities of Corpus Christi, cake celebrating 25 years

Your tips

Have you worked on a charity anniversary or seen any interesting or unusual anniversary comms? Did supporters get involved in the activity? How much time did anniversary planning take? Was it worth it?

I’d love to hear from you. Please share in the comments.

See also

With thanks to Gemma Pettman who suggested I write about this topic.

Can I help you?

Please get in touch if I can help you. I work with charities of all shapes and sizes. I can help give your comms or digital processes a healthcheck and ideas injection or help develop your digital strategy.

Digital round-up – January 2019

Highlights this month: January#, towels for owls, H-O-M-E, digital trends to avoid / embrace, how to declutter your digital footprint.

Things feel a little gloomy at the moment. So switch the news off and catch up with some creative charity content and recent good reads you might have missed.

a pile of colourful bird whistle toys

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.

Content

Dogs Trust tweet with almost 500 likes. Image: smiling dog. Text says 'Good dog!!! #NationalComplimentDay'

Shelter's tweet showing a still from the Bros doc. Matt Goss says: i think the words H-O-M-E are so important, because they personlify the words home'. Shelter tweeted ' true though'

It can be difficult to remember all the good stuff from last year. Take a look back in these review from 2018:

Coming soon….

Comms

Digital – strategy, design, culture

Fundraising

Fluffy owl wrapped in a towel, being held by volunteer. Close up.

Still think you can’t ask for donations on Twitter? Be authentic / fun like these examples:

See also:

People

And finally….

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 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 the last round-up? Catch up with more good reads!