charityworks digital learning session
DESCRIPTION
How charities can maximise their message in the digital world. What does digital mean for charities in 2013? Jo Kerr, vInspired Digital ManagerTRANSCRIPT
How to maximise your message in the digital world1. About me
2. About vInspired
3. What does digital mean in 2013?
4. Key trends
5. Five top tips
6. Best practice examples
Jo Kerr, Digital Manager vInspired
• University of St Andrews, English M.A.
(Hons) 2006
• City University, Magazine Journalism
PGDip 2007
• Digital agencies in Glasgow and London
2007-10
• Charity sector since 2010 (RNID)
• CharityWorks ‘highflyer’ 2010-11
• Launched website for Action on Hearing
Loss 2011
• Joined vInspired as Digital Manager
2012 – www.vinspired.com
What we believe
Young people can change the world through volunteering
What we do
inspire young people to discover the value of volunteering-
for themselves and for others
How we do it
Give them opportunities To do good things
Our USPs
Young people are at the heart of everything we do
We are game-changers in youth action
Volunteering lays the foundations for enterprise & employment
Our USPs
We develop skilled, caring and engaged young people who feel they belong
We deliver
Our Big Hairy Audacious Goals
• The best, most recognised & most loved youth charity by young people
• Sustainable income streams• Stakeholders see us as:
• Big• Innovative• Effective• Well loved• Making a difference
• Good enough to win an award every year
And so…
Scale - Think big
Reach - Think diversity
Recognition - Think expert & brilliance
Impact - Think positive change for all
What does ‘digital’ mean in 2013?
• Communication method?• Channels?• Tools and services?• Where your audience ‘live’?• A fact of life?• An opportunity?• Something to be scared of?
Key trends
1. User-centred design (personas)
2. Content strategy
3. Integration with social media
4. Lean and start-up methodologies
5. Open data (APIs)
6. MOBILE
Tip #1 Digital strategy
• Background• Vision• Organisational aims• Digital aims (mapped to org aims)• Objectives• Tactics (and channels)• Resource• Budget• Timescales
Tip #2 Think ‘digital first’
• Don’t start with an offline campaign and make the online fit
• Make sure digital is in the room and at the table
• Digital team should be evangelists for digital methodologies
• It’s about end-users (aka people!) so there’s no place for jargon
#3 Empower all staff
• Digital Champions – devolve responsibility
• Twitter accounts• Training• Voice and tone guide• Data driven decisions• Steering groups
#4 Mobile
• Mobile only users - 22% in UK + greater in disadvantaged groups
• We don’t get to decide what devices people use – they do
• Pinching and zooming is not OK• Responsive design• Content structured for mobile
#5 Know your audience
• User research – LISTEN • Data – qualitative and quantitative• Personas• Test all your assumptions• Minimum Viable Product• User generated content
Examples #1• Cancer charities in
US and UK• Informative• Great tone of voice
Examples #2
• Government and education in the UK
• Prototyping and beta versions
What vInspired do
Thank you!
• Follow me @gambollingsylph• Follow @vinspired• Add me on LinkedIn• Questions? [email protected]