SF YOUTH CENTRE

CHARITY NO: 1090257

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CHARITY DIGITAL FROM GOOGLE SEARCH

26 JUNE 2023

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CookiesPerformanceCookiesTargetingCookiesThis website (https://charitydigital.org.uk) and the Heritage Digital portal (https://heritage-digital.org) is run by Charity Digital, which is a UK-registered charity that also runs Charity Digital Exchange and Charity Digital Jobs.

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Our cookies can’t harm your computer and we don’t store any personally identifiable information about you on any of our cookies.

For further information visit aboutcookies.org or allaboutcookies.org. You can set your browser not to accept cookies and these websites tell you how to remove cookies from your browser.

Why do we use cookies on this site?

This website uses two types of cookies: cookies set by Charity Digital and cookies set by third parties (i.e. other websites or services).

Charity Digital’s cookies enable us to keep you signed into your account throughout your visit and to tailor the information displayed on the site to your preferences, such as showing coupon codes to validated organisations.

We also use third party cookies to help us analyse how people are using our site’s features to improve it for future users. Beyond that, we also use cookies to integrate content with our social networks, such as Facebook and Twitter.

If you would like more information about the cookies we use, as well as details on how to opt-out, please see below. n response to strong demand, Rethink Mental Illness’s website offers quick and easy access to vital information and support for people experiencing a mental health crisis. The non-profit’s site is also optimised for smart phone access so that confidential information remains protected.

Children’s website is focused on one key proposition - sponsoring a child in need. It does this highly effectively by explaining why sponsoring is necessary and how sponsoring works, and by offering a search facility for visitors to find a child to sponsor in seconds.

The charity’s new website is part of a wider brand refresh, aiming to be more accessible, easier to navigate, and appealing to a wider, younger audience than before. It includes a detailed guide on how to help someone who needs support, while still giving prominence to the key message that "We’re waiting for your call".

The charity has experienced significant growth in digital-led income as a result of a redesign of its donation journeys. It has improved the online donation experience including offering a wider range of payment options. Social media is a great marketing tool for any charity but can be especially helpful for smaller charities with limited budgets. As well as increasing your reach, it can help to drive donations, share your impact, and engage directly with supporters. If you need help to get started, here are some pointers and best practice tips.

Focus on a few platforms

While there are lots of social media platforms out there, it’s best to target just a few to start with. That way you can learn what works and what doesn’t and adapt as you go along.

The main platforms you’ll probably want to consider are Facebook, Instagram, YouTube, TikTok, and Snapchat.

We have 101 guides for each to help you decide which are the best to start with for your charity (see the links above). For example, if you’re looking to engage new corporate sponsors you might like to build a profile on LinkedIn. Or if you want to attract younger supporters, try TikTok.

Plan your content.

When it comes to social posts, it could be easy to take a scatter gun approach. But creating a calendar or planner for your social media activity will make sure you create posts that target your key audiences and feed into longer-term strategies.

Working in this way will allow you to create posts that align with relevant awareness days and events, as well as give you the time to check your work before posting. It also means you won’t have to rush around to find something to post each day.

Take a look at our step-by-step guide to setting up a content calendar.

Post a range of content – and make it shareable

There’s no fixed formula for great content – that will depend very much on your charity and your audiences. To start with, you might like to try out a range of content to see what works best and generates the most engagement.

You could try:

Posting success stories, using video, images, or copy Promoting events and fundraisers

Sharing user-generated content, such as content from service users

Posting behind-the-scenes videos from volunteers and staff

Sharing curated content from other sources

Promoting awareness days Sharing educational information

Collaborating with influencers who believe in your cause

To make the most of your posts, make sure your they are shareable. For

example, on Facebook that will mean choosing your default audience as ‘public’.

Whatever kind of content you decide to create, there are lots of tools to make the process easy and cheap. That includes Canva or VistaCreate for creating graphics or Animoto for video.

Make sure your content is accessible

To get your message across to the widest possible audience, make sure your social posts are accessible. A strong first step is making sure that you write clearly and concisely. Not only is space precious on social media, using plain English and short sentences is important for screen reading software.

It’s also best practice to use captions on any videos, keep emojiis to a minimum, and use camel case for hashtags (that means capitalising the first letter of each word of your hashtag, like #BlackLivesMatter).

For more information you can read our guidance on how to make social content accessible or Scope’s accessible social media guide.

Develop your tone of voice

Having a consistent tone of voice is central to developing a strong brand. But that doesn’t mean your branding can’t be flexible. For example, on social you might want to use more abbreviations or contractions than you would in a more formal report.

Alongside that, each social media platform has a slightly different personality, and you might want to tweak your phrasing and language to best cater for the audience on each.

Play around to see what works best, and then pin down some ground rules so that everything posted sounds like it’s coming from the same organisation – no matter who created the post.

Use strong images

It takes a lot to stop someone scrolling and using great images is one way to catch attention. But you can’t just use any image you like – you’ll need to check and then clear copyright first.

The simplest way to sidestep this is to use a website like Unsplash or Pexels. These sites have millions of images to choose from that are copyright free and don’t cost anything. It’s always good practice to credit the photographer.

Check your analytics

Once you’ve started posting, it’s well worth familiarising yourself with analytics. Reviewing your content will help you to see what connects with your audience, and what doesn’t. Most social networking platforms have their own analytics tools which you can use.

But if you are using a scheduling app, like Hootsuite, it can be very helpful to monitor your posts on that. It makes it easier to compare metrics across all the platforms you use, without having to jump between sites.

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HERITAGE DIGITAL: PUTTING STORYTELLING AT THE HEART OF YOUR DIGITAL MARKETING STRATEGY

This session will help the heritage sector understand the integral role storytelling plays in the marketing of their organisations. When you tell a great story or stories, you become not only more interesting but much more engaging, memorable and involved with your own work. Heritage organisations have access to an array of stories, more so than other organisations – how do you ensure in the planning of your digital marketing strategy that you are incorporating and highlighting stories early on and throughout?

The session will:

• Cover the basic considerations of a digital marketing strategy • Help you understand the importance of telling a good story online • Ask where does storytelling fit into a strategy? Practical tips to ensure storytelling runs like a thread throughout a digital marketing strategy • Highlight opportunities to incorporate storytelling into your digital marketing strategy • Provide tips on creating engaging content with storytelling in mind

Who should watch:

• Beginner – Intermediate level • Ideal for those working within Marketing and Communications teams for their organisations, or those interested in exploring storytelling strategies and how to begin putting these into a digital a marketing strategy. • Best if you already have the beginnings of a digital marketing strategy in place, but useful tips for those who are in the process of creating this.