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Charity Web Design

Developing a Digital Communications Strategy

 

  1. Digital Communication Aims

     

    The digital communication aim of a charity is to raise awareness of the cause and to maximise fundraising potential through all digital channels available.

  2.  

  3. Stakeholders

     

    2.1. Identification

    It is important to identify the stakeholder/audience to ensure that the correct message is conveyed to meet their requirements.

     

    Digital communication channels for charities are different from many businesses in that they have a larger number of different users, who all have different needs. The following types of users will need to be considered for charities:

     

    identification-charity-web-design-poole

     

    Further user groups will also need to be considered:

     

    further-identification-charity-web-design-poole

     

    2.2. Objectives

     

    In order to convey a successful message and get the desired response, the user’s objective is required to be established and subsequently catered for. Please see the example below of different types of users and their objectives:

     

    User Objectives

    Service users

    Find information about support

    Job applicants

    Read about new jobs and how to apply

    Individual donors

    Learn about the impact of the organisation and how to donate

    Referral agents

    Find in-depth information about the services provided and how the referral process works

    The Press

    Read case studies and find media contact details

    Volunteers

    Find out what opportunities are available and how to volunteer

  4.  

  5. Digital Channels
     

    From knowing each audience and their objectives, the most appropriate digital channels for communicating with them can be selected. It is very important that there is continuity of the key organisational objectives & values across the channels to ensure a charity’s ethos is maintained.

     

    The diagram below illustrates the digital channels that can be used to communicate between a Charity and their audience:

     

    digital-communication-channels-charity-web-design-poole

     

    There are pros and cons to all digital channels. Implementation will vary depending on needs and resources. A simple internal analysis of the channels available will determine which are the best to use for getting specific messages to particular audiences.

     

    Once the channels and resources have been analysed, a digital communications plan, linking audiences, messages and channels can be formulated. For example:

     

    User Objectives Digital Channel

    Service users

    Find information about support and upcoming events

    Website, Social Media, Email Marketing

    Job applicants

    Read about new jobs and how to apply

    Website, Social Media

    Individual donors

    Learn about the impact of the organisation and how to donate

    Website, Social Media, Email Marketing, PPC

    Referral agents

    Find in-depth information about the services provided and how the referral process works

    Website

    The Press

    Read case studies and find media contact details

    Website, Social Media

    Volunteers

    Find out what opportunities are available and how to volunteer

    Website, Social Media, Email Marketing, PPC

  6.  

  7. Work Plan
     

    With the audiences, objectives, and digital communication channels identified, the next step is to draw up a detailed schedule that indicates the digital communications activities, budget, and resources allocated to delivering the strategy in collaboration with the Communications Manager.

     

    The work plan should also include proposed timescales and identify particular milestones within the strategy. This will allow measurement of clear steps towards ultimate goals.

  8.  

  9. Evaluating Success

     

    What does success look like and how will you know when objectives have been met?

     

    Tools such as Google Analytics can be used to evaluate various sections of communications. These could be simple measures such as the number of responses to feedback forms, sessions to the website, or increases in donations following a mail-out. For example:

     

    Digital Channel Campaign Performance Indicator

    Website

    Get feedback

    Number of feedback forms returned from website

    Social Media

    Alert people of events or activities

    Number of engagements (like, share, retweet, pin, etc.)

    Email Marketing

    Attract donations

    Number of donations linked to mail-out from when it is sent out.

    PPC

    Recruit volunteers

    Number of volunteer forms linked to PPC campaign from start & finish date.

Jim
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