ngo review
DESCRIPTION
A review of 20 charities and how they utilise digital channels to raise awareness and generate income.TRANSCRIPT
A Comparative Review of NGOs A Comparative Review of NGOs Usage of Digital Media for Usage of Digital Media for
Awareness and Income GenerationAwareness and Income Generation
Happy Bystanders
Donors
Spreaders
Evangelists
Instigators
Listen Money Share Ask Create
Involvement/ Relationship
Pa
rtic
ipa
tor
Ty
pe
The Ladder of EngagementThe Ladder of Engagement
Source: Beth Kanter
Active use of digital media Large charities
– Annual income greater than £40M – Global; offices present in multiple countries– Have household names
Small to medium charities– Annual income between £10,000 and £40M – Local; offices based in one or two countries only – Unfamiliar to the masses
Charity Selection CriteriaCharity Selection Criteria
Selected Large CharitiesSelected Large Charities
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Selected Small CharitiesSelected Small Charities
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Review MethodologyReview Methodology
Content EngagementAwareness Partnerships
Review against each charity to determine best practice
Organisation Purpose
General Information
Donating Involvement Projects News
Search Engine Optimisation
Online Marketing
Blogs Micro Blogs Rich Media Social Media Social News
Retail Search Awareness Platforms
Fund Raising Income Generation
Review - ContentReview - Content
Content – Domain & AudienceContent – Domain & Audience
Domain Name– .org OR .org.uk – 90% use this top level domain
Target Audience– 95% have donors as one of their primary
audiences
•Rotating images - 65%•Concise statements - 80%•Constant ‘Donate’ button - 75%
Content - Organisation PurposeContent - Organisation Purpose
Content – General InformationContent – General Information
General Information– Most common name – ‘About Us’ 85%
‘About Us’ contains best practice content
History
What we do
Leadership
Financials
Careers
FAQs
Locations
Contact
Content – General InformationContent – General Information
Content - DonateContent - Donate
Prominent Donate Button on site 75%
Methods of donating– Online donation 95%– Offline donation info 75%– Gifts in kind 25%– Ecommerce 50%
Prominent Donate button
exists on every web page
Content - DonateContent - Donate
Oxfam/ Nokia Mobile Application for donations
Content - DonateContent - Donate
Cancer Research Interactive Fund
Raising Idea Generator
Content – InvolvementContent – Involvement Fund raising
– Common Name - Get involved 35%– Fundraising, volunteering, social media
Content – ProjectsContent – Projects
Camfed use of interactive map to detail projects
Projects– Common Names – Projects 20%/ what we do 20%– Case studies: achievements, ongoing and future
Content – Media/ NewsContent – Media/ News
News feed also available
through panel on all web
pages
Subscribe by RSS or email
Common Name – News 45%
Review - AwarenessReview - Awareness
AwarenessAwareness
SEO - 75%– Backlinks– Meta data/ Keywords
Online marketing - 75%– Display– Campaigns
Keywords in text and Meta data- Gambia- Charity- WYCE- Education- Health- Children- Madina Salaam
Backlinks- Gambia Blogs- Gambia/ Africa web sites
Awareness - SEOAwareness - SEO
Awareness – Page TakeoverAwareness – Page Takeover
High impact advertising – World Vision Page Takeover of The Weather Network, US.
Awareness – Free DisplayAwareness – Free Display
Charity: water banner on related blog @ no charge
Review - EngagementReview - Engagement
EngagementEngagement
Social Media is the rapid growth channel for the non-profit sector
Engagement - BlogEngagement - Blog
85% of charities use a blog Cancer Research UK - to cover the latest
research, including that funded by the charity.
To also highlight other relevant material, debunk myths/ media scares and provide links to other helpful resources.
Target visitor includes Medical professionals Medical researchers Students Cancer patients Family & friends of cancer patients The media
Key community features available on the blog Share function for Facebook and Twitter Blog search Browse by category Links to other related blogs and sites Twitter feed News feed (links to news section of main website) Email service for updates Email service for newsletters RSS feed Podcast subscription
Since inception in 2007, the blog has had over 600,000 views & more than 11,000 backlinks
Engagement - BlogEngagement - Blog
Engagement – Facebook PageEngagement – Facebook Page
90% of charities have a Facebook Page To build a community within a community that can support,
learn, donate and digitally advocate the activities of the American Red Cross
To inform and interact with its supporters within an online social environment
Engagement – Facebook PageEngagement – Facebook Page
220,000+ fans
High levels of interactivity
Engagement – TwitterEngagement – Twitter
85% of charities use Twitter
Social Media Campaign Facebook, Twitter,
MySpace, Blogs To raise funds for an FT
advertisement 2000 people provided
£30,000 for the ad Amnesty's most
successful online appeal
Engagement – Social NewsEngagement – Social News
'Add This' Widget 60% of charities use Social News
Engagement – Rich Media PhotosEngagement – Rich Media Photos 55% of charities use Flickr Online backup of original
photo Link to photo from off-site Post it directly to other sites "Assign a license" feature,
other people can use images without copyright violation
Software not required to upload images
Free accounts limited to only 200 pictures. Upgrade options for non-profits
Community uploads
Engagement – Rich Media VideoEngagement – Rich Media Video
90% of the charities use video in some form either on their web site, YouTube or Vimeo.
Compared to TV adverts, online video clips offer an immediate 'call to action'
charity: water posts video content on Website, YouTube, Vimeo, Blogs, Online publications On Vimeo alone, charity: water has posted more than 130
video clips one of charity: water's YouTube videos resulted in $10,000 in
donations on the first day
Engagement – Rich Media VideoEngagement – Rich Media Video
Engagement – Rich Media VideoEngagement – Rich Media Video
Rules for online video Watch and research other charities' videos Make your video interesting Include a call to action at the end Seed the video using relevant keywords and descriptions Let your user base know that the video exists by sending
out an email with a link to the video Once you have the embed code seed it on social
networking sites (Facebook, MySpace, blogs, etc.) Encourage people to share the video
Review - PartnershipsReview - Partnerships
Retail Affiliates Search Awareness Wiki entry Fund raising0
10
20
30
40
50
60
70
80
90
100
Partnerships
Pe
rce
nt
PartnershipsPartnerships
Partners for reach and non-core competencies
Partnerships - RetailPartnerships - Retail
Critical Success Factor: Ensure the community is informed about retail partners
75% of charities use some form of Ecommerce
Partnerships - SearchPartnerships - Search
Critical Success Factor: Ensure the community is informed about search partners
95% of charities are included in charity search
In collaboration with Google, Yahoo, and Bing
Use UNICEF web site or downloadable tools (apps, toolbar, search box)
For each online search, Internet advertisers donate a small sum
Users can track their contribution
Partnerships - SearchPartnerships - Search
Partnerships - SearchPartnerships - Search
Partnerships - AwarenessPartnerships - Awareness 75% of charities use other publishing or rich media sites
to raise awareness Benefits of YouTube
Premium branding & increased uploading
Listing on the Non-profit channels and Non-profit videos pages
Add 'Call-to-action' overlay on videos to drive campaigns
find skilled YouTube users to create a video for your cause
Partnerships – Fund RaisingPartnerships – Fund Raising
Critical Success Factor: Ensure the community is informed about fund raising partners
75% of charities use fund raising partners
Partnerships – Fund RaisingPartnerships – Fund Raising
Partnerships – Fund RaisingPartnerships – Fund Raising Partnering with celebrities to digitally raise funds Hugh Jackman charity contest
– Hugh sends a tweet asking you to explain why your charity should receive funds from him
– Winning tweet: 'Half of all schools in the WORLD lack water, these kids in Ethiopia are cheering for you'
– photo attached of the students in Ethiopia holding up signs addressed to the actor - “Dear Hugh, without clean water this is NO LIFE.”
Tan RahmanTan RahmanEmail - Email - [email protected]
Twitter - @tanrahmanTwitter - @tanrahmanSkype - tanrahmanSkype - tanrahman