#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.

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.