Tobin Aldrich, CEO,  Misfit Foundation Imogen Ward, chief executive, Lessons for Life Foundation Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Engaging audiences in the new
world
Tobin Aldrich
CEO, Misfit Foundation & strategy consultant
Imogen Ward
CEO Lessons for Life Foundation

2. Where are we now?

3. Where are we now?

4. But is that the problem?
Results have been declining for years for most channels
More and more charities
Channels are all congested
Supporter engagement is extremely low
Attrition is increasing steadily
Additional restrictions will just make this worse

5. The future: Engagement
More engaged donors = more loyal donors
Engaged non givers > donors
Passive recipients of charity messages > advocates and champions
Move from one way broadcast communications to genuine
dialogue
At last a relationship with supporters
All charities want to do this. But how?

6. Engagement: Principles
Tell compelling stories
Embed digital
Ask for feedback
Invest in supporter care
Get supporters to tell your story
Create opportunities to ask

7. Engagement: what it needs
Joined up strategies
Focus on audiences & what they need
Holistic approach
Break down organisational silos and barriers
Kill “fundraising” , “communications” & “services” as separate
categories

8. Examples

16. Story Telling

17. Lessons for Life
Transforming lives of children in the toughest parts of Africa
through education
Charity founded by world's largest international cable
company, Liberty Global
Has sent 50,000 vulnerable children to school since 2007
Programmes in Kenya, Uganda, Rwanda & South Africa

18. How do we get good stories?
Hard to know where they are
Never get them in time
Written in project speak
Don’t get good enough photos or videos
Not a priority for project staff

19. How to get good stories
Technology
Training
Motivation
Effective systems & processes
Integration

20. Snap Story
Bridge the gap between donor & work they support
Remove the barriers between “us” and “them”
Link donations to outcomes
Show the impact in real time

21. Snap Story
Android app for field content collection
Beneficiary data, case studies, photos & videos
Collected in one database
Web front end
Available in real time
Used by marketing staff & programmes teams

22. Snap Story in Action
Candy showing Imogen Snap Story
https://vimeo.com/141789711

23. Implications
What donors need as feedback and what NGOs need to
monitor programme effectiveness is the same info
So this is not just a marketing/fundraising tool but a
programme management system
NGO marketing and programme management staff getting
the same information at the same (real) time
Partners also use the same system

24. Making it work
Technology is easy part
Must engage project staff
Must become part of their day job
Must work for them
Need proper training in how to identify and tell good stories & taking
good photos and video
Needs proper plan to deploy content across range of channels
Feedback is essential so they know it’s being used

25. Thank you!
Tobin Aldrich tobin@aldrichfundraising.com
Imogen Ward imogen@lessonsforlifefoundation.org

26. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

27. Audience strategy:
understanding and connecting with
stakeholders
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Conference
26 May 2016
London
#CCaudience
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