6. TOPICS
OUTCOMES
Buffet
Interactive
Reflective
FRAMING
The
Agenda
Implement
one
small
step
to
improve
or
create
NGO
digital
strategy
• Introduction
• Digital
Trends
• Digital
Assessment
• Writing
Your
Digital
Strategy
• Content
&
Social
Media
Channels
• Q/A
• Reflection
Resources: http://bethkanter.wikispaces.com/IFC-ASIA
7. Think
and
Share
• What
are
your
burning
questions
about
digital
strategy?
8. Online
Poll
Just
three
words
to
describe
your
organization’s
biggest
challenge
around
creating
and
implementing
a
digital
strategy?
Slido.com
IFC-‐ASIA
http://bit.ly/IFC-‐ASIA-‐1
9. Think Global, Act Local
What NGOs Fundraisers Need To
Know About Digital Trends
45. Strategy: GEN Z
They respond to humor and good
storytelling that is highly visual and
brief. Speak their language and let
them customize their donor
experience with your NGO
46. Trend 3:
Trust in institutions is decreasing
while influence of “personal brands
and networks” is increasing. People
trust employees of NGO as an
information source. They also are
likely to seek out information from
people in their online networks.
59. Connectivity and social media also
can help you create an army of
ambassadors to share your NGO’s
stories and influence people in their
networks
60. Coordinating
&
Amplifying
Digital
Ambassadors
=
Impact
“When
you
hear
an
idea
from
two
people,
it
counts
for
twice
as
much
as
if
you
randomly
hear
it
once.
And
if
you
hear
an
idea
from
ten
people,
the
impact
is
completely
off
the
charts
compared
to
just
one
person
whispering
in
your
ear.
Coordinating
and
amplifying
the
evangelists
of
your
idea
is
a
big
part
of
the
secret
of
marketing
with
impact.”
Seth
Godin
61.
62.
63. Strategy: Brand Presence Is Not
Enough
Staff should be present on digital
media channels as their personal
brand and leverage networks.
Identify and cultivate supporters to
share stories with their networks,
focus on those who influence others
decisions.
64. Digital
Trends:
Global
and
Local
● How
do
these
trends
influence
your
NGO’s
thinking
about
digital
strategy?
● What
have
you
thought
about
before?
● What
resonated?
65. Your
NGO’s
Digital
Strategy
• Written
outline
that
focuses
on
the
big
picture created
by
staff
responsible
for
implementation
• Gets
input
from
staff
• Determines
how
to
best
invest
limited
resources
and
staff
time
• Assesses
your
digital
assets
–
website,
content,
social
media,
email,
and
mobile
presence
to
help
your
NGO
achieve
impact
• Short
timeframe,
technology
changes
fast
Resource: http://www.care2services.com/2017-digital-outlook-report
66. A
Digital
SWOT
Analysis
• Strength:
What’s
good?
Something
that
you
are
doing
well.
• Weakness:
What’s
bad?
An
area
you
need
to
improve.
• Opportunity:
What’s
easy
to
improve?
Changes
or
strengths
that
you
can
take
advantage
of.
Areas
of
weakness
that
can
be
improved
upon.
• Threat:
What
is
stopping
you
from
turning
a
weakness
into
an
opportunity?
Obstacles
that
you
are
facing.
Strategy Digital Level Investment Staff
Channels Mobile Presence Website Social
Media
Content Email
Source: http://www.care2services.com/2017-digital-outlook-report
67. What
level
is
your
NGO’s
strategy?
Crawl
No
digital
strategy
in
place
Walk
Informal
digital
strategy
or
strategy
outline
for
one
channel
that
includes
objectives,
audience,
metrics,
consistent
communication/frequency,
and
part
time
staff
for
digital.
Run
Formal,
written
digital
strategy
for
several
channels,
measurable
objectives,
target
audiences
and
personas,
communications
&
frequency
for
each
channel,
full-‐time
staff
dedicated
to
digital,
metrics,
ROI
analysis,
annual
analysis
of
channels,
and
experiments
with
digital
platforms.
72. AUDIENCE: Artists
and
neighborhood
residents
interested
in
showing,
creating,
or
understanding
art.
MEASURABLE
GOALS:
Increase
engagement by
2
comments
per
FB
post
by
FY
2017
Content
analysis
of
conversations:
Does
it
make
the
organization
more
accessible?
Increase
enrollment in
classes
and
attendance
at
events
by
5%
by
FY
2017
10%
students
/attenders
say
they
heard
about
us
through
Facebook,
Instagram,
Twitter
Convert
students
and
attendees
to
members
by
30%
by
FY
2017
or
raise
$x
CONTENT
Show
the
human
face
of
artists,
remove
the
mystique,
get
audience
to
share
their
favorites
artists
on
social
channels.
Focus
on
video
content,
including
FB
Live.
Donation
ask
via
email
after
they
complete
classes.
CHANNELS
Facebook,
Twitter,
and
Instagram
to
use
best
practices
and
align
engagement/content
with
other
channels
which
includes
flyers,
emails,
and
web
site
with
mobile
presence
and
social
sharing
widgets.
IMPLEMENTATION
Two
staff
members
will
allocate
5-‐7
hours
per
week
of
their
time.
Weekly
strategy
meeting
that
includes
planning
and
measurement.
Work
with
web
developer.
Basic
Digital
Strategy:
Kearny
Street
Workshop
73. Step
1:
Define
Measurable
Goals
Reach
Engage
Action
Donate
Increase engagement by
4% on Facebook
Increase the number of
people who follow us on
Twitter by 10%
Grow our web site
visitors by 10%
Grow our email
newsletter by 1000
names
74. Step
2:
Define
Your
Target
Audience
Demographics Relationship Online
Usage
Interests
Young
people
age
18-‐24
who
use
social
media
and
mobile
and
care
about
our
organization’s
mission.
They
have
requested
information
or
shared
information
about
a
recent
advocacy
campaign,
but
have
not
donated.
They
respond
to
humor
and
visual
content.
They
would
be
inspired
to
donate
if
they
were
asked
by
a
peer
and
or
they
could
run
their
own
fundraiser.
75. Step
3:
Get
A
Deeper
Understanding
of
Your
Audience
RESEARCH
• Analytics
• Audience
Data
• Survey
• Interviews
PERSONA
• Name
• Demographics
• Interests
• Motivations
• Influences
• Channels
76. Step
3:
Create
Personas
Personas are fictionalized characters
to represent different target audiences
for your digital strategy. It helps you
create the right content and useful
tool when identifying digital channels.
Personas save you time and make
your digital strategy more effective.
78. The
Organization
• NGO
w/
a
mission
to
protect
endangered
animals
• Runs
different
advocacy
campaigns,
online
petitions
and
educational
campaigns.
• Needs
to
raise
money
from
online
supporters,
transforming
them
from
advocates
to
donors
to
help
support
their
field
program.
• Planning
an
advocacy
campaign
to
raise
awareness
about
a
cosmetic
product
that
is
endangering
moonbears
in
Asia
because
of
the
way
it
is
manufactured.
The
process
is
cruel
and
kills
the
bears.
79. Meet
Ming-‐Na
Who:
Millennial
who
lives
with
her
parents
and
works
at
a
bank,
interested
in
fashion
and
protecting
animals.
She
is
passionate
about
sustainability
and
has
signed
online
petitions
for
the
NGO’s
past
campaigns.
What story?:
The
organization
needs
to
tell
a
story
to
help
connect
their
campaign
to
her
passion
for
protecting
animals
and
her
other
interests.
What
channels
does
she
use?
She
uses
Instagram
mostly
because
of
her
fashion
interest,
but
also
nature
and
animals
photos.
She
loves
browsing
photos
-‐ leaving
comments,
sharing
with
friends.
She
takes
photos
of
animals
and
earth
friendly
fashion
on
her
account
and
shares
on
Instagram with
her
followers
from
her
country
and
beyond.
Loves
beautiful
pictures
of
bears.
What story should the organization tell?
What channels?
80. Exercise:
Think
and
Write
• Write
down
your
objectives
and
make
them
measurable
• Describe
the
target
audiences
that
you
want
to
reach
through
digital
• Write
one-‐persona
based
on
what
you
know
about
your
audience
86. Digital
Content
Best
Practices
• Content
themes
and
stories
resonate
with
your
audience
personas
and
support
measurable
goals
•Content
is
shared
across
channels
and
optimized
for
different
social
media
channels
• Different
Formats:
Video,
Photo,
Text
• Disciplined
work
flow
to
plan,
create,
curate,
share
and
measure
87. THE
PLANNING
WORK
FLOW
SCHEDULING
&
ORGANIZING
Who,
What,
When,
Channel
THEME
DISCOVERY
Make
a
high
level
plan
RESEARCH
&
BRAINSTORMING
What
content
do
personas
want
to
consume?
88. Content
Themes
• Behind
the
scenes
at
your
organization
• Stories
of
impact
about
the
target
audience
• Showcase
programs
or
services
• Fun
or
inspiring
stories
or
content
• Educational
or
practical
tips
• Industry
or
local
news,
breaking
news,
news
jacking
• Research,
data,
policy
information
• Curate
content
useful
to
your
audience
• User-‐generated
content
92. Exercise:
Think &
Write &
Share Pair
● Identify
content
theme.
Brainstorm
some
ideas
about
your
NGO
would
share
a
story
related
to
that
theme
that
resonates
with
your
target
audience.
❏Behind
the
scenes
at
your
organization
❏Stories
of
impact
about
the
target
audience
❏Showcase
programs
or
services
❏Fun
or
inspiring
stories
or
content
❏Educational
or
practical
tips
❏Industry
or
local
news,
breaking
news,
news
jacking
❏Research,
data,
policy
information
❏Curate
content
useful
to
your
audience
❏User-‐generated
content
102. Pick
the
Best
Channels
to
Reach
Your
Audience
● Optimize
the
2-‐3
most
important
social
platforms
first
● Optimize
for
multiple
screens
● Right
size
to
your
capacity
● Experiment
with
adding
niche
or
experimental
channels,
with
small
pilot
first
to
learn
and
incrementally
investing
based
on
results
● Repurpose
and
recycle
content
creatively
across
channels
● Measure,
learn,
improve
103. ● Complete your FB profile, prioritized
in algorithm
● Experiment with post length: Short
copy could work well for clicks,
whereas longer copy could work
better for engagement.
● Lead with a question in your post
● Use bullet point lists
● Add a pull quote from your content
● Include an emoji or two
● Tag other pages/users
● Share content via messenger
● Images work well on Facebook, ideal
size 1,200 x 630 pixels or use Canva
● Video, video, video! Experiment
Facebook Live
114. How
To
Get
Started
1. What
moment
of
impact
will
you
live
stream?
2. Create
a
simple
template
for
the
broadcast
3. Respond
to
commenters
4. Tell
people
WHEN
you
are
going
live
and
promote
in
advance
5. Track
your
CTAs
6. Thank
supporters
in
a
separate
post
with
a
link
to
the
video
and
Call
to
Action
115. Exercise:
Think,
Write,
and
Share
● How
can
you
share
your
story/content
as
a
Facebook
live
event
or
a
video?
Think
about
your
goal
and
your
audience.
116. ● 2016 - One Billion Users
● Bots - automated
responses
● Early adopter stage for
NGOS
117. 1
Climate
Reality
https://www.facebook.com/climatereality/
2
Anne
Frank
House
https://www.facebook.com/annefrankhouse/
3
National
Geographic
https://www.facebook.com/NatGeoGenius/
4
Mission/USA
(Pope)
https://www.messenger.com/t/MissioUSA
119. Redefining
Brand
Ambassadors
for
Digital
• Any
stakeholder
who
is
passionate
about
your
organization
– Staff,
Board,
and
Supporters
• Shares
information
about
your
organization
on
social
channels
• Asks
their
online
social
networks
to
support
to
the
organization.
Digital Brand
Ambassadors
120. Social
Media
Ambassador
Programs
Staff/Board
“Insiders”
Supporters
“Outsiders”
Organizational Campaign
121. Human
Rights
Watch:
Organizational
– Employee
Engagement
• Goal:
Supports
Program
and
Fundraising
Campaigns
• Leverage
individual
networks
of
over
200
staff
members
on
Twitter
• Social
media
policy
encourages
all
staff
to
participate
as
personal
brands
• Provide
training
and
support,
with
social
media
manager
providing
support
• Internal
coordination
via
listserv
• Provides
value
to
staff
for
content
curation
and
media
relations
135. Provide
A
Communications
Toolkit
with
Basics
• Overview
of
organization
and
campaign
• Talking
points
• Brand
and
Staff
social
media
accounts
• Hashtags
• Sample
FB
Updates
• Sample
Tweets
• Sample
LinkedIn
Updates
• Visual
Content
for
different
channels,
different
campaign
messages
• List
of
collateral
materials
online
– logos,
important
links,
etc.
