5. Different studies undertaken globally show that a person’s decision to donate and
engage was heavily influenced by their impression of the organization, the tone of a
charity’s communication and its ability to provide emotional and intellectual stimulation.
IT ALL ADDS UP:
6. The survival of current NGOs depends
on their current ability to publicly
sustain an issue and to be seen by those
interested as the key driver for
processing and transforming the
Matter
One
of
the
most
viewed
videos
on
the
internet
Today.
Crossed
the
100
MILLION
views
barrier
in
Less
than
6
days
in
2012
7. • A portion of your success is gauged by how others perceive your organization.
• You flourish on trust and reliance to raise awareness, initiate actions and for fund
raising rather than profit.
• The right branding will allow you distinguish yourself from others
Branding is more important for you than for-profits as you are in the business
of cooperating and not competing
8. 17%
83%
NGOs
having
a
marke0ng
department
Yes
No
NOT TOO MANY TAKERS?
Source:
9. BUT
ARE
THERE
INHERENT
ADVANTAGES
FOR
YOU
TO
EXPLORE?
10. “Branding started out because customers do did not have personal
relationships with the people behind growing companies. Companies
had to create stories and characters for consumers to relate to their
products.”
11. YOU ALREADY HAVE AUTHENTIC RELATIONSHIPS, STORIES
AND CHARACTERS INTHE FORM OF PEOPLEYOU HAVE
WORKEDWITH
13. THE RIGHT MESSAGE
‘IS ABOUT THE RIGHT APPROACH’
Non-profit brand IDEA methodology:
Integrity
Democracy
Ethics
Affinity
BRAND
close alignment between internal brand identity and external brand image
organization trusts its members, staff, participants, and volunteers to
communicate their own understanding of the organization’s core identity.
brand itself and the way it is deployed reflect the core values of the
organization.
brand is a good team player, working well alongside other brands, sharing
space and credit generously,
14. THE RIGHT MEDIUM:
‘IS WHEREYOUR AUDIENCE IS’
TRADITIONAL MEDIA AND PR
SOCIAL MEDIA: DIGITAL WEB, MOBILE TECHNOLOGY
16. VOLUNTEERS DONORS MEDIA CORPORATE
PARTNERSHIPS
PARTNER NGOS GOVERNMENT
MULTIPLE STAKEHOLDERS: IDENTIFY THEM
INITIATE AND INCREASE FREQUENCY OF A DIALOGUE
Conven0onal
Marke0ng
Media
s0ll
underleveraged
Newspapers
Television
Radio
Website
Brochures
Adver[sements
21. WHY GO SOCIAL?
Increasing no. of users
Global Medium
Wider Reach
Low Cost
High Engagement
Greater Impact
22. Leveraging Digital Media:What can you use it for?
Raise Public awareness for your cause
Raise funds for your cause
Reach new constituents & supporters
Build a community of passionate champions
Get people to take real-world actions
23. TEACH FOR INDIA
Partnered
with
large
corporates
and
founda[ons
for
the
funding
requirements
Exploited
both
tradi[onal
as
well
as
digital
medium
to
spread
awareness,
gain
publicity
and
recruit
volunteers.
24. The Akanksha Foundation
Use of internet to rope in volunteers. Created several inspirational videos to
spread awareness.
25. Swechha Foundation
Have created a huge support community on online forums. Used the forums to reach the volunteers for
various activities. Have managed to secure continuous participation from various schools and colleges.
Organize events and publicize them to spread awareness about causes and upcoming campaigns
26. Bell Bajao
High on visual and engaging content,
some of the campaigns went viral.
Action oriented messaging.
Actively build and engage with their
online community.
27. BLANK
NOISE
USES
SOCIAL
MEDIA
ACTIVATION
FOR
CONTENT
AGGREGATION
AND
FOR
ORGANIZING
OFF-‐LINE
INITIATIVES
LIKE
“SAFE
CITY
PLEDGE”
28. Laying the groundwork before you start
Understand that social media is a series of stages: crawl, walk, run, fly
Create a Strategic Plan with realistic, concrete goals
(reach, identify theme to be spoken about- actionable results
Identify internal and external influencers
Consider how you can create content and induce outsiders to create content
Only after you have a Plan do you turn to the tools
Listen deeply
Figure out what to measure (influence, conversion, engagement degree and not pure
reach and impressions in isolation)
Be flexible and nimble. Iterate as you go along.
You will make mistakes as you go along, but the key lies in iteration, iteration and iteration!!
29. WRAP-UP
DON’T
NEGLECT
YOU’RE
BRAND!
YOU
HAVE
ONE!
IDENTIFY
AND
ENGAGE
YOUR
STAKEHOLDERS
EARLY
UNDERSTAND
THEIR
MEDIA
CONSUMPTION
HABITS
AND
TARGET
ACCORDINGLY
DRIVE
THE
MESSAGE
HOME
30. Iden[fy
and
engage
early:
Crowd-‐sourced
and
high
delega[on.
Branding
intact
with
tool-‐kits
and
design
guidelines
shared
across
mul[ple
languages
hep://onebillionrising.tumblr.com/post/46908776369/one-‐billion-‐rising-‐social-‐campaign-‐overview
