Tailoring your toneor

Are you talking to me?

Making sure that your content

doesn’t stay in a bunker of its

own cleverness

Back to basics

• Content must help your

organisational aims

• Never forget:• Objective – define the change you want to

happen

• Strategy – how that change will happen

• Tactics – the content

• Clear

• As specific as possible

• Shared and agreed with internal

stakeholders

• Write it down

Objective

• Who has the power to make the change you

are seeking?

• What will make them make that change?

• What is stopping them?

• What are their motivations?

• What are their values?

• Where will you find them?

Strategy

• Audience segmentation

• Which is the tribe most likely to help you

achieve your objective?

• Helps us to check whether:

• content is likely to resonate

• whether our proposed target outlets will

reach our intended audience

Knowing your audience

• Don’t do things just because they are

fun/new/different

• Do fun/new/different things because they will

work

• Always check against your objective and

strategy – if it doesn’t fit then just ditch it.

• Audience segmentation – you may not love it

but will your target audience?

Tactics: coming up with the ideas

• #ifmenhadperiods influencing campaign

• Deliver Life fundraising campaign

• Two different types of process but

fundamentally to the same principles

Two examples

Objective:

• encourage sign up for a petition to UK govt

• raise awareness that 1/3 of world’s

population doesn’t have a safe toilet

• Do a little bit towards breaking the taboo

around periods and so making it easier to

discuss the issues whether a teenage girl or

govt decision maker

#ifmenhadperiods

• Use humour to get people to engage with

the issues/share on social

• To widen the audience for sharing the

content, give it a news peg

• Target audiences:

• Digital Natives,

• Global Citizens

Also sector colleagues

Strategy

• Don’t kill ideas with process - JFDI

• Avoiding the cliché

• How to persuade internally

Coming up with the content

A Venn diagram of people

Decision makers

Normal people

An alternative view

Normal people

Decision makers

• Three films viewed a total of 2.2million times.

• Most of the views came through media hits

• Over 100 media hits

• #ifmenhadperiods hit 3.5million Twitter

accounts

• Tweeted by a number of “decision makers”

• Resulted in op-eds discussing the taboo

• AND 115,000 signatures for the UK petition

Did it work?

Objective: raise £5m to help bring access to

water, sanitation and hygiene to mother and

babies in healthcare facilities and communities

Strategy: target audiences were Healthy Image

and Global Citizen.

Within those audiences namely people with

children.

Deliver Life

• Internal cross departmental brainstorms

• Ideas that would resonate with target

audiences

• Ideas that could work across different

channels

• Making sure the content lasted the

length of the appeal

Creating the content

• Centred around one hospital in Tanzania and

its midwives

• Overall theme of Parallel Lives

• One Born Every Minute

• One Day Young

• Maternity Bags

• #firstbabyselfie

Content

One Day Young

Maternity bags

Hugh Bonneville

#firstbabyselfie

#FirstBabySelfie

celeb

endorsement &

sharing

One Born Every Minute

• We raised nearly £5million – the largest appeal that

WaterAid has ever done

• Largest ever number of new donors ever recruited in a

month

• The media reached a total of 95 million

• Facebook impressions 50 million – reaching 30 million

• The content has since been used by our Campaigns

team to engage health professionals in the Healthy Start

campaign

• The audience segmentation worked well – paid social

results show that the Healthy Image Segment responded

most to the Hugh Bonneville work and Global Citizens to

the One Day Young work

Did it work?

Any questions?

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

Conference

28 April 2016

London

#CharityContent

Charity content

marketing

Sponsored by