#YouMadeItHappen day

Do you know about #YouMadeItHappen day on Monday 19 November? The aim of the day, led by NCVO and supported by Charity Comms, Small Charity Coalition, FSI, IoF and ACEVO, is to thank supporters and show the difference charities and supporters make together.

photo of street art - john lennon's face next to the words Help, I need somebody, help, not just anybody

Think of it as a free pass to talk about the impact you make. And a chance to show supporters the bigger picture – how their involvement (through fundraising, campaigning, volunteering etc) made all the difference.

Many charities don’t use social media enough to thank their supporters or talk about the impact they make or show the detail of the work they do. So this is a good opportunity with the excuse of joining in with a shared hashtag / campaign to make it easier.

Get involved

Think about how you could use the hashtag and make it work for your organisation. There are no rules for the day. Here are some ideas.

  • Share a handful of interesting stories about particular people who have gone the extra mile to support you. Have they done something unusual or impressive or tough? What did their support achieve? Do you have data about impact you could use?
  • Has a staff member or team achieved something particularly important which has had a big impact? This could be a good opportunity to talk about it.
  • Are there people you could thank individually? Or an activity which lots of people did which you could feature?
  • Share some detail about your impact. Focus on headlines from the last year or just a month or week. Or show a day in the life. Or show the impact on one person. Statistics show volume, stories bring impact to life.
  • Be more creative – how can you make the messages you want to share, extra engaging? Could you create a quiz, write a poem or make a short video?
  • Think about the action you want people to take and how you want them to feel. You don’t want them to think that it is ‘job done’ and you don’t need their support any more. You want supporters to feel proud of how they have contributed, happy to be part of a community of people like them who have collectively made a difference. You want them to do it again. Or if they haven’t supported, you want them to do so.

Examples

Spend some time playing around with the hashtag. How does it work with your tone of voice and the things you want to say? I have had a few tries here.

sample tweet - last half term, we served 76 children with hot meals. Thank you to everyone who donated money or time. #YouMadeItHappen

sample tweet - Did you know.... Last Christmas 125 people took part in our reverse advent calendar scheme. Local families had a happier Christmas because of the food and toys donated. Thank you. #YouMadeItHappen

sample tweet - This year our supporter Mo ran five marathons for us. He raised a staggering £10,465 which will pay for our helpline for a month. Thank you Mo! #YouMadeItHappen

There are other suggestions in NCVO’s #YouMadeItHappen day blog post and a few tweets doing the rounds already (eg Sussex Community Rail).

Practicalities

  • Capitalise the words within the # (ie #YouMadeItHappen rather than #youmadeithappen) so it is easy to read.
  • Include images or graphics to illustrate impact.
  • Use words which are emotive / powerful.
  • Use the hashtag early in the day to get the most out of it.
  • Be prepared for negative comments – how might you deal with people challenging what you are saying?
  • Think about how messages may overlap or complement comms you have planned for #GivingTuesday the following week. You don’t want to distract from activity on #GivingTuesday.
  • Think about how to connect and document content from the day so your work doesn’t get missed. For example, post your messages as a thread on Twitter – all at once or over the course of the day. Package your tweets up into a Moment afterwards so you can refer to them in the future.

Keep an eye on the hashtag on the day. See how others are using it and join the conversation.

Further reading

What do you think?

NCVO's tweet promoting the hashtag

Is this day a good idea? Are you going to get involved?

I’d love to know what you think. Please comment or tweet.

 

 

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Go outside your echo chamber, that’s where the reward is

First-hand stories, conversations, performances are very powerful to listen to. To have real impact they need to reach people who can make a change. The message from this year’s Being the Story was that we need to take these stories out of the echo chamber.

9 images from Being the Story 2018

Following Being the Story 2016, I wrote about the power of empathy as a listener, how hearing a first-hand story can change hearts and minds. In 2017, I wrote how first-hand storytelling can be a cathartic process for the person telling their story.

This year the message was that lived-experience stories can drive change.

The impact of stories

During the day, we heard from people with lived experience who have been telling their stories in different ways and in different places. These stories reached the media, policy-makers, funders and other decision-makers. The stories were not just heard. They didn’t only generate empathy. In some cases, they led to being part of bigger change making.

For example, this year we heard how:

  • Simeon Moore from DatsTV has become a go-to speaker for the media about street violence since he appeared on stage in 2017. This profile has meant that policy-makers involve him in their plans
  • Caroline Kennedy is using her experience of poverty in Glasgow as a commissioner with the Poverty and Inequality Commission that advises the Scottish government on child poverty issues, sharing the personal stories of parents, from those with children with learning disabilities, to asylum seekers, all families experiencing poverty
  • Steve Arnott from Beats Bus took a chance and trusted film-maker Sean McAllister to make a film about him which has had a general release and will be shown on BBC2 later this year. This has given him a platform to speak about poverty but also build big plans for Beats Bus.
  • The Empathy Museum have taken their Mile in My Shoes series to the NHS Confederation Conference and Houses of Parliament so that decision-makers there listen and understand those first-hand experiences, and hopefully make changes for the better.

A call to action

‘Go outside your echo chamber, that’s where the reward is’ said trans activist Charlie Craggs who takes her pop-up nail bar round the country to generate conversations.

What can you do to help people with lived-experience to tell their stories? How can you help them to find new audiences away from the charity bubble? How can you help them to join with others to tell a bigger story? What can you do to connect them with the media and decision-makers so they are listened to and involved in finding the solutions?

Take inspiration from the sounddelivery team who work tirelessly behind the scenes to train their Being the Story speakers to tell their stories on the day and beyond. They connect them with other people working in similar areas. They put them forward to journalists.

sounddelivery keep themselves out of the story. Your organisation is not the story. The cause or issue and the lived-experience of it, is the story. Find people with lived experience and let them speak.

Being the Story 2018

Every single one of the speakers and performers from this year’s event was brilliant. Get a flavour of the day in the official Wakelet from the event.

Read more responses in the blog posts written about the event so far:

You can also look at the #BeingTheStory hashtag and read the programme from the event.

 

 

 

 

Are you going to #BeingTheStory 2018?

There’s now just a week to go until this year’s Being the Story event in London.

Sounddelivery have put together another amazing line-up of people who will tell their stories in creative and powerful ways. You really don’t want to miss this.

4 speakers from Being the Story 2017

Why should I go?

The event will be moving, thought-provoking and inspiring.

It will make you think about your use of case studies and storytelling.

It will open your eyes to different experiences and views. Get a flavour from previous Being the Story events:

Get tickets

Book your place today! Friday 19 October, Conway Hall near Holborn in London.

Hope to see you there.

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.

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?

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Using digital to bring your impact to life

Sharing details of your impact shouldn’t just be hidden away in a report for funders or annual review. Use your digital comms to bring your impact to life.

Share and celebrate the difference you have made. Build trust and transparency. Showcase the achievements of your stakeholders, volunteers and staff. The sector and donors need a morale boost – do it with impact reporting. Here are some creative ways to do it.

Sign: how would you rate your ticket barrier experience today?' in a train station - 4 button choices

Why communicate impact?

As busy organisations doing important work, it is natural to always be looking forward to the next task, the next project, the next crisis. But taking time to review what worked well and the difference made is vital. And showing this impact is key to communicate what it is that you actually do. This builds and connects with supporters and partners. This builds trust.

Put simply impact is achievements plotted against your vision and goals. It can be an annual overview or done per project or activity.

Done well, impact is shown through more than just statistics, it brings out the experience and stories to bring it to life.

Digital impact reporting can be low-cost and allows you to be more creative. There are lots of different methods you can use. This post looks at some of them

Impact reports

Many organisations produce an impact report. It might be called an annual review or an annual report. It may be printed and handed out to important people. It may be sitting in boxes in the corner of your office right now! Maybe it has been turned into a PDF and uploaded to your website.

Do you know how many people read it? What impact does the impact report have? Is it driving donations? Is it changing the minds of decision-makers? How much time (and stress) does it take to gather all the data and stories of your year and craft it into one document?

Given all the work involved, the document should be working really hard for you. I have seen lots of ‘Our impact’ pages which are just lists of links to old reports.

List of links on a page: impactReport17 / impactReport16 / ImpactReport15 etc

No-one wants to click on these links unless they have to!

Instead bring your impact report to life. If you don’t have the space or time to do more, at a bare minimum the page linking to your report should be engaging. What are the highlights from the report? What were the key achievements? Do you have a strong image? The page needs to whet people’s appetites or if you have more than one report, help them find the information they are looking for without having to mine for it.

For example, look at the highlights from London Community Foundation’s projects and St Mary’s Secret Garden’s page about impact.

Online impact reports

Many organisations are investing in online impact reports. For example see the Children’s Society Impact Report 15-16 which includes statistics, maps, stories and videos and Crisis’ Impact Report 16-17.

Teenage Cancer Trusts’ report is a year in the life of the organisation. The web page version picks out some of the key information from the report (I like the ‘what we said we’d do’ and ‘what we did’ lists) and links to a download of the print version and a page-turning view via ISSUU.

Cover of the Teenage Cancer Trust report - 365 days in the life of the organisation

These are clearly expensive bits of content but they give value for these organisations. If done right, snazzy reports work harder to encourage people to interact with this information, especially if they are well promoted and linked to (more on this later). They should of course also meet accessibility guidelines so everyone can access them. Interactive pages with pop-up text or video can be especially problematic for people using screen readers or viewing on mobile.

But here is an insight into the future. On Street League’s annual report page there is a note which says “Is our annual report already out of date? See how we are doing now” linking to a live interactive dashboard of their data. They say “We are committed to transparency and have developed this online tool so you can see exactly how we’re doing throughout the year. You can see exactly how many young people we have been able to support, as well as those we haven’t been able to help and why that is.” Very impressive!

Screenshot of live data - pie charts and maps

Different types of reports

Reports don’t have to follow a standard format. What is your audience interested in? How can you present your information in a way which is engaging or surprising or tells a story in a different way?

The British Heart Foundation produce timelines of research done on particular heart conditions.

Haven House Children’s Hospice produce an emoji year in review to accompany their standard annual report.

Haven House Children's Hospice emoji review which uses graphics to illustrate their impact stats

Using the content from your report

Don’t let your report just sit on the shelf. Help drive traffic to it. Use the source material on an ongoing basis.

Why not schedule snippets from the report, such as a story or statistic. Link to the report or to some other content for more information. Use a photo or graphic or video to make it eye catching. Write blog posts. Share content at weekends and in the evening. Use the report to generate conversation.

For example, Teenage Cancer Trust shared a gif of some headline stats and link to their annual review.

Bowel Cancer UK shared an infographic via Twitter for #ThursdayThoughts.

infographic from Bowel Cancer UK

Reach Volunteering have taken the stats from their report and used Flourish to make them more interactive.

Creative ways to communicate impact

Take your impact reporting to the next level by gathering and sharing data and stories throughout the year in a creative way.

Maps / infographics / emojis / images

Share your impact in an eye-catching way with bold graphics. Graphics can illustrate data or a story. For example look at this journey of a young person from Outward Bound Trust’s Social Impact Report illustrating the impact of their work.

Maps are a good way to show volume or spread of your work. This example from BBC Children in Need uses a yellow map of the country with Pudsey-shaped pins to show projects they have supported.

Children in Need map using Pudsey shaped pins on a map of the UK showing the location of projects

This interactive map from Care International UK shows their work across the world.

How are you showing your impact to the people who visit your office or centre? This poster on the wall of Dogs Trust Canterbury shows visitors how many dogs have been rehomed this year. It works well on social media too.

Poster showing pawprints counting up the number of dogs rehomed by Dogs Trust Canterbury in 2018

For more on this see > how to illustrate data and stats on social media

Curation and takeovers

Let your team share insights from their work to bring their impact to life. Some stories of the behind the scenes activities can help people realise the impact of what you do.

Twitter / Instagram takeovers are well used by organisations. This is when a trusted person is given the keys to the ‘corporate’ account for a day or longer and invited to share their story. Lankelly Chase do this every Friday allowing frontline staff to show us what their day involves. They preserve them as Twitter Moments and on Storify (NB still due to be shut down on 16 May 2018) so they can be re-shared or used in different ways.

Screenshot of storify's of the people who have done friday takeovers for Lankelly Chase

Takeovers also work well for a particular event or message. For example, look at this Moment from Marie Curie made up of tweets following a nurse doing a night shift over the night when the clocks go back. They used this to remind supporters about the work done by nurses.

For more on takeovers see > how to share lived experiences using #rocur or Twitter takeovers

Storytelling

Case studies are often included in funding application forms alongside impact stats to bring an issue or intervention to life. This can be done digitally too

For example, see Yavonne’s story from the The Parent House. The page includes a beautiful photograph and a quote from Yvonne followed by a case study about her (rather than in her own words).

Contrast this with the no frills story following the donation of a tin of tomatoes to Cardiff Foodbank showing behind the scenes and putting a single donation in the context of all the others.

Still from Foodbank video

Or a handwritten note shared with Colchester Foodbank which shares some of the personal impact of the service to one person.

Handwritten note of thanks to Colchester Foodbank

These stories are authentic and engaging.

Video

Add a little magic. Videos don’t have to be expensive or worthy to tell your story. Show the types of things you fund or teach or love, to illustrate your work. For example, I love this video from Children in Need about the funding they give to science education projects.

Video can be used to show the impact you make on one person. This story from Rainbow Trust Children’s Charity shares the story of Emily’s mum and the support she received from the charity.

Video can also allow beneficiaries to speak directly, saying what impact the charity has had. For example, look at this video from educational charity Hackney Pirates.

Find a hook

Finally, think about the hooks you can use to share your impact. This could be #GivingTuesday, a topical hashtag, awareness day or anniversary / event.

4 examples of how charities show their impact on social using hashtags

Top tips

Spring clean your impact content today:

  • Is your ‘Our impact’ page or equivalent easy to find in your website’s navigation? Is it integrated within your website with links from fundraising pages? Is it better than just a list of links?
  • Are your PDF links labelled well? This is really important for accessibility, people using mobiles and everyone! Do it like this – Impact report 2016-17 (PDF) including (PDF) in the link text. NB make sure your PDFs are tagged for accessibility too. Otherwise a PDF is basically a photo of text and impossible for someone to read with a screen reader.
  • Do you really need 10 years worth of reports on your website? Look at the Analytics to see if anyone is actually opening them.
  • When was the last time you talked about impact on social? How did this perform? How could you do it better?
  • Is the process for collecting impact data efficient? Take a look at Impact Management Programme for some useful resources.
  • Experiment with free tools to help you produce eye-catching graphics. Try Canva, ISSUU, biteable or Flourish.

Remember: Impact is for life – not just for a report.

Digital brings an opportunity to be creative and bring your organisation’s impact to life. Use your reporting to connect with supporters, funders and the community.

Seen any great examples?

Have you seen or worked on innovative impact reporting? Or does your organisation approach impact in a different way? Or is reporting just not important? I’d love to hear from you. Please share in the comments.

There are lots more examples and tips from this Charity Comms seminar in September 2017.

[A shorter version of this post was shared via the Just Giving blog – 5 creative ways to bring your charity’s impact to life]

Can I help?

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?

This post was based on a workshop session I delivered at Superhighways Impact Aloud conference in November 2017.