January’s charity content highlights

Come out from underneath your desk / duvet and catch up with some of the latest creative charity content.

L-R Dave the Parkinsons Worm, contactless giving Zurich Insurance post, Street Support video, National Lottery gif

Innovation

Cancer Research are continuing their trend of using World Cancer Day (this Saturday – 4 February) to launch new uses for contactless fundraising. Ten ‘smart benches’ across two London boroughs will take £2 donations.

Are you planning to look in to contactless fundraising in 2017? NSPCC recently announced impressive results of their contactless fundraising and many other organisations are using it too. I gathered some examples of contactless giving in my blog post for Zurich Insurance and spoke to Haven House Children’s Hospice who are running trials at the moment.

Not sure what the technical term for this is but the National Lottery did a very smart bit of Twittering by launching this 7second video and inviting people to RT it ‘for a surprise’. The surprise was a personalised video, with the RTers’ Twitter profile image in a gold frame, with the words ‘National Treasure’ underneath. Nice! This was similar to a thanks reply from Save the Children I got in December.

National Lottery video of interesting doors / walls

Today it is Time to Talk Day (#timetotalk). Why not use Time to Change’s template to make your own graphic?

Time to Change's interactive graphic maker

Good reads

If you get a moment, don’t forget to fill in the Charity Digital Skills Survey which is open until 17 February.

And follow #smex17 on Monday if you are not going to the Social Media Exchange in person.

Re-brands / new websites / charity content

Action for Children's error message - cheeky boy with magnifying glass

To brighten your day

Meme of badly drawn pictures 'pasted' on top of a video of Donald Trump's policy signings

What have you seen?

What have been your charity content highlights from January? Do share! I’d love to hear from you.

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Content strategy / digital innovation – good reads

I have found it hard to keep up with all the great blog posts, events and resources about digital strategy tasks, transformation and charity content in recent weeks. There has been so much! Here for your viewing pleasure is my pick of the crop. Many give useful tips on research methods used as part of digital or content strategy work.

Research / digital strategy

Great post on How people look for things on Citizen Advice’s super interesting and helpful blog. They did an open card sorting exercise with 54 clients and advisors. The post shows the analysis they did and explains that they got results they weren’t expecting. This will help them to build navigation which will make sense to their users.

CitizensAdviceResearch

SIFT Digital recently did a digital transformation project with the Canal and River Trust. This case study shows some of the work they did including one of the personas they produced. Their guide to Map your experience – helping to explain customer journeys is also worth a read.

SIFTcanals

How to do a content audit in four easy steps – JustGiving. If you have ever done a content audit, you’ll know that it can be a long arduous process, especially if you have a large website or multiple sites.  This post looks at how to do a user-focussed audit.

This week I have mostly been designing a survey. It’s a long process to get right. This How to design and use free online surveys is a very thorough guide if you are just starting out. There’s also a guide on How to run a website satisfaction survey.

Other research / digital strategy reads

Digital innovation

Good content

This blog post I wrote for CharityComms on producing graphics on a budget also went live this week.

Your recommendations

Have you seen any other good reads this week? Please add them here in the comments box.

Can I help?

I help charities and non-profits with their digital comms. Whether you are looking for training for the team, copywriting or input into your content or digital strategy, please get in touch.

What can we learn from #nomakeupselfie?

On Wednesday (19th March) social media exploded with #nomakeupselfie. It was started by someone independent of any charity. It quickly caught on and was met with a mix of joining in and dismissal (‘what has this got to do with cancer’?). Two days later it quite clearly has got something to do with cancer as the meme has resulted in £millions being donated to various cancer charities (including £8m+ to Cancer Research alone), lots of self checking messages and widespread news stories.

Sample #nomakeupselfie tweets

Clearly viral explosions of this size don’t come along very often and are impossible to create (see this blog post from Social Chic on why you shouldn’t replicate #nomakeupselfie). What can we learn from it so that it / when it does happen (on whatever scale) we can be ready?

1. Be ready to react

The beauty of social media is that it is ever changing, fun, interesting – bringing unexpected challenges and opportunities to charities. When something big happens, you have to decide quickly what to do. If you have to put in a business case to react three days later, you are going to miss out. Sometimes the decision to ignore or get involved is obvious, sometimes not.

Your social media strategy can be your friend here as it should include some element of crisis comms planning (good and bad). You could create a flow chart like this one from the American Airforce which shows how they decide to deal with comments on blogs. Your social media strategy should also be loose enough that you can drop everything to run with a big event such as this.

2. Just go with it

It might not be on-brand or on-message but if your supporters are involved, then maybe you should join in? This event evolved and organically became a fundraising-related.  But charities helped this with strong messages and an easy ask.

BCCare tweet: We didn’t start it...but thanks #nomakeupselfie supporters! http://bcc.cx/1nDfA2W . Here’s how your support will help http://bcc.cx/1cqSuRi

3. Keep watching

A number of cancer charities chose to ignore #nomakeupselfie because the early message didn’t fit with them but didn’t join in when it did change. For the charities who chose to get on board with it, it has raised unexpected income.

On day 2 charities were better at joining in with the spirit of it, sharing their own photos. On Friday Male CEOs of Macmillan and Beating Bowel Cancer both shared their selfies.  And the meme was copied and evolved into #manupmakeup, #whataman and even #YorkshireSelfie. Macmillan’s male staff did their own Vine.

When the excitement showed no sign of stopping, charities started buying ad words connected with #nomakeupselfie. Clearly the world was searching for information so they spotted an opportunity to raise their profiles further. Clever.

4. Have your JustTextGiving details to hand

Make it easy for people to donate. Make sure your JustTextGiving details are easy for people to share. Giving a regular reminder of these details is useful.

You can’t watch every hashtag. This meme turned from fun into fundraising because people got frustrated at its sharing with no action. It was easy for them to share the JustTextGiving details and equally simple and short for people to donate this way. (See more about Twitter fundraising.)

NB, it is important to check and double check your details. See this BBC article: thousands make #nomakeupselfie donation error.

5. Say thank you and share success

People like to feel involved especially if it is something big. Donating £3 might be a small action but the collective effort has made the news. For every person who did something, it has been an important part of their day. So say a public thank you to everyone. Say how much has been raised and what difference this will make. This builds trust and makes people want to get involved again. (See more about transparency.)

This thank you tweet from Cancer Research has been RTd 14,000 times. And their brilliantly written FAQs post about how they’ll use the money (published on Tuesday 25th) is an important response to the millions of people who helped raise such a significant sum.

CRUK thank you tweet

#nomakeupselfie – what the charities say

Coverage and comment

Charity insider blog posts

What do you say?

What have you learnt from this week’s events? What do you think of #nomakeupselfie? Have you done your crisis comms planning for events like this?

This Nan selfie is my favourite:

Nan selfie RTd by Cancer Research

Can I help you?

Please also get in touch if you’d like me to help you review your crisis comms, digital fundraising channels or supporter engagement. I am a freelance web editor and can help you give your communications a healthcheck and ideas injection.

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