#YouMadeItHappen 2019

Did you join in with the second #YouMadeItHappen day? Here’s a round-up of the day and insights it gives into impact comms.

#YouMadeItHappen Friday 11 October - NCVO's graphic, with photos from community groups.

Highlights

Charities used a mix of storytelling, graphics showing impact data, short videos showing projects and events as well as simple thank you messages. I made a Moment of some of the tweets shared on the day.

Here are some highlights:

  • Dogs Trust shared a fun video with the text saying ‘thank you for everything you do to keep dog’s tails wagging’. With 14 replies, almost 1k likes and 17.3k views, it looks like it was the YMIH tweet with the highest engagement.
  • I like the clear graphics used in this six-tweet thread by Macmillan Cancer. It could have used emojis or better spacing in the text of the tweets to make them easier to read. A link and / or call to action could have prompted further engagement.
  • The Stroke Association created a thread of three tweets. The first was a video of the team saying thank you, second an animation of impact data and third, an animation of fundraising supporter statistics.
  • Bowel Cancer UK shared a 28 second video which got 600+ views on both Instagram and Twitter. It ends with the powerful words ‘You’re helping us save lives everyday’.

Hashtag overload

The hashtag was trending 12th in the UK during the day. A quick spot-check of 20 large and 20 small charities on Twitter, chosen at random, found that only a few joined in with the hashtag. Just 30% of the large charities in my sample and only one (5%) of the smaller ones took part.

The day coincided with a busy hashtag time. Many of those in the sample who didn’t join in, were tweeting on the day with #DayOfTheGirl, #ComingOutDay content or finishing off #HospiceCareWeek or #BabyLossAwarenessWeek or taking part in #BlackHistoryMonth, their own campaign hashtags or just sharing #FridayFeelings!

#YouMadeItHappen day was at the end of a huge week of awareness raising (including #WorldMentalHealthDay, #WorldHomelessDay and #ChallengePoverty week in Scotland). Maybe the day would have had more reach during a quieter time?

Other channels

Although #YouMadeItHappen was primarily intended to be a Twitter-based, it was also across other channels.

For example, an Instagram search found a total of 2443 posts using #YouMadeItHappen (though only some of these were sent on 11 October). A few had really good engagement such as this brightly coloured thank you graphic from The Scouts which did better than its Twitter YMIH photo.

Colourful graphic from Scout - thank you to all of our volunteers. 1144 likes

For some charities the same content did much better on Facebook than on Twitter. For example NRAS’ thank you video from the fundraising team got 1k views on Facebook but 234 on Twitter.

Getting the most out of impact comms

#YouMadeItHappen day is a chance to tell people about all the amazing work you have done, to celebrate supporters and bring life to the impact all this has had. It can be hard to know how to do this effectively.

Making a thank you video is lovely and sharing data is great, but how do you avoid the ‘so what’ factor? How do you ensure people are going to see what you have planned for the day? And then engage with it? Here are some thoughts.

Grab and keep attention

Are your messages eye-catching or colourful or different to your usual style to make people pause to look at them? Are they clear?

Can you use emojis or line spacing to make it easy to digest the information? The Stroke Association tweet did this well.

Present data clearly and limit the amount you are giving. A few juicy stats can work better than a whole impact report. Posts on Instagram seemed to do this better than many on Twitter.

screenshot of several posts from instagram. Most share stats in a clear and simple way.

Some charities primed their audience that they were going to fill the day with messages about. For example, Carers Trust shared this lovely animation at the start of the day.

Make it meaningful

Do your messages give your audience a reward or a warm feeling or a closer connection to the difference you have made? This is easier if you have cute cats and dogs or a rare butterfly to share. But everyone can use storytelling and photography, like this from Craftspace.

Very few charities were sharing stories from the people they helped. I liked this video from Epilepsy Action sharing thanks from four people who have been helped by the charity.

What are the facts or insights which are meaningful to your supporters? You don’t have to tell them everything in one go. Do these come from data or individual stories? Whose voice do they want to hear? What will they watch until the end?

What will inspire people to reply? The number of replies can be a good indication you have got it right. It can show that people feel like you are talking to them and feel like they WERE part of the impact you are sharing. Have you crafted your message so people can respond? Try coming up with a response yourself to check. Maybe you could include a question in your YMIH messaging. Are you able to respond to any comments to further build connections?

Make it easy for people to do more

Include an action. I saw very few tweets which included a link for more information. The point of the day isn’t about asking for donations or for more people to volunteer. But if you are sharing data about your impact or stories about the difference you make, make it easy for people to find out more by including a link. Make sure that this page is working harder than just listing all your annual reports to download.

Top tips

  • Post first-thing in the morning to grab the attention of the commuter or people starting work (depending on your audience).
  • Include a link to a webpage with data about impact if you can. (See this post by Richard Berks with examples of how charities show their achievements.)
  • Include alt text / descriptions for your images, especially for information-giving graphics. If the information is too complex to describe in alt text, include a link to a page where this information is available. Think about the accessibility of your comms.
  • Use threads to connect information on Twitter. Seeing messages connected as a thread makes them easier to interact with.
  • Be creative! Have fun with how you can use the day to celebrate supporters and bring your work to life.

What are your top tips? I’d love to hear your experience of the day and how you crafted your comms.

Every day is YMIH day!

Why wait until next year to share stories about impact?! How often do you communicate your impact? Or share detail of your work? Do your supporters know about your achievements or highlights?

See Using digital to bring your impact to life.

More about YMIH day

Can I help you?

Please 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.

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.

#YouMadeItHappen 2018

The first #YouMadeItHappen day was brilliant. Well done to NCVO and partners for inspiring so many organisations to join in within just a month of launching it. The hashtag looked to be trending all day. Thousands of charities and other non-profits thanked their supporters and shared stories and stats showing the impact of their work.

NCVO's #YouMadeItHappen graphic

Impact of the day

NCVO analysis shows that #YouMadeItHappen reached 5.4m people and was shared from almost 10k accounts.

I did a quick spot check of large and small charities. I chose 10 of each at random. 6/10 of the large charities had tweeted at least once using #YouMadeItHappen. 2/10 of the smaller ones had done the same. This is impressive given that the idea was only launched at the end of October via NCVO’s blog.

Many used video, threads of tweets, images and gifs to enhance their messages. Engagement though was varied. In my sample, all but a few only generated visible low interaction (likes and RTs).

The hashtag is still active – organisations are using it beyond the big day.

Highlights

Here are a few of my highlights

Women's Aid tweet: A huge, huge thank you to all our supporters - our survivors, donors, members, volunteers, runners, campaigners, community ambassadors, and everyone who's shared awareness on domestics abuse - YOU are making change possible, and setting survivors free. Thank you #YouMadeItHappen

See also:

Vicky Browning's tweet: UK charities spend £1,500 per second improving lives and supporting communities. Thanks to all those who donate - however big or small the amount. #YouMadeItHappen

See more examples in this Twitter Moment of the day.

screenshot of #YouMadeItHappen Twitter Moment

And more examples in ACEVO’s Moment.

What did you do?

If you joined in what results did you get? It is a good time to think about what this tells you about your comms style and what works well with your audience.

  • Was engagement any higher than usual? If so, why, what was different?
  • Did you join in on other channels or just Twitter? What was different?
  • Did you use video, graphics or gifs? Or share stats or stories? What can you learn from this?
  • Did you create new images or video for the day? How easy was this to do? Could you use them again or create more for different uses?
  • Did your tweets prompt people to ask questions? Did you respond or can you add this information to your website?
  • Did you get any negative comments? I saw a few (like these in response to Shelter’s tweets). What did you do? Was that right?
  • How can you continue to thank supporters? And talk about your impact? (see this post on communicating your impact.)

What did you think about the day?

Did you see any interesting examples you could share? Or did it pass you by?

I’d love to know what you thought about the day. Should there be a #YouMadeItHappen 2019?

Other blogs / round-ups

Join in with #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.

UPDATE: Twitter Moment of #YouMadeItHappen and blog post with more detail about #YouMadeItHappen day highlights.

screenshot of #YouMadeItHappen Twitter Moment

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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