Building an online presence for Not-For-Profits
For the majority of Not-For-Profit (NFP) organisations, one of the consequences of COVID was the impact on service delivery. A 2020 research project reported 54% of nfp’s had to significantly change the way they provided services, while 17% of nfp’s had to suspend services completely[1]. Only 3% of nfp’s did not have to change their method of service delivery.[2]
In adapting to these changes, the technological environment in which nfp’s operate has become more important. Technology within organisations has an internal and external aspect. With the sudden shift due to COVID, the internal aspects of technology such as enabling staff to work remotely, ensuring data security and continuity of service delivery have taken priority for the majority of nfp’s. However, it is important not to forget the external, or outward facing aspects of the nfp such as websites, social media, and digital marketing. It is this external aspect that assists nfp’s to build a presence and engage more effectively with clients, the community and importantly potential sponsors or donors.
With the shift away from face-to-face interactions and large crowd functions which have been traditional sources of fundraising, nfp’s need to think through, the opportunities for fundraising and engaging with sponsors and donors through online mediums. Currently 43% of nfp’s collect donations online[3]. It is likely more nfps’ will look for ways to fund raise online in the future. This is where the effectiveness of the organisations social media and digital presence is so important because it is the first point of contact for potential donors and sponsors.
The good news is that 90% of nfp’s are using at least one social media platform, with Facebook being the most popular.[4] Of the 90% of nfp’s 79% acknowledge social media as being effective and important for the organisation.[5]
The good news is that 90% of nfp’s are using at least one social media platform, with Facebook being the most popular.[4] Of the 90% of nfp’s, 79% acknowledge social media as being effective and important for the organisation.[5]
While it is positive many nfp’s are engaging with at least one social media platform when looking at the effectiveness of nfp’s use of social media, there is still much to be done to improve and build an organisations online profile and engagement.
One simple effective way a nfp can improve their digital presence is to use the benefits of the Google for Non-Profit program. Only 20% of nfp’s are making use of this program, which provides $10,000 USD of free advertising for eligible organisations[6]. Equally, less than half of nfp organisations track and report on the results of their digital marketing activities. Consequently, with no review of the effectiveness of the activities and whether they are reaching the targeted audience, Boards and Senior Management do not see the value of the money being spent on digital marketing. If Boards do not understand the value of digital marketing and building a social media presence, it is unlikely the organisation will have a consistent, clear strategy to consolidate its online brand and this ongoing spend.
While organisations generally have a greater appetite to embrace new technology and more modern ways of working as a consequence of COVID, keeping up to date with technological changes and identifying where to invest in social media to obtain the best results remain a challenge particularly for smaller to medium size nfp’s. Having the assistance of an external provider that can provide external, expert advice on how to build brand awareness for nfp’s specifically can save money and in the long term assist in building the donor and sponsorship base.
1.Dgital Technology in the Not-for-Profit Sector 2020 Report
2. ibid
3. ibid
4. ibid
5. ibid
- Published in Not-For-Profit
Communication in an age of misinformation
We need to check our biases and assumptions and know our market, so our messaging has the best chance of cutting through.
- Published in Psychology, Workplace
Changing the culture, changing the story
Cultures within organisations are often maintained by the accepted practices within the workplace as well as the dominant story of the organisation.
- Published in Not-For-Profit, Workplace
The impact of Apple’s recent update on digital ads
On 26 April, Apple introduced its new privacy settings in the iOS 14 update. A feature called App Tracking Transparency (ATT).
Communicating in a segmented market
Developing clarity in our messaging takes time and space to reflect on the unique characteristics of the people to whom we are communicating. Ironically, as senior managers in organisations we do not believe we have the time to reflect and develop clarity in our messaging or to consider the unique characteristics of the people we are engaging. We are so busy planning, strategising, responding, emailing, phoning, talking, we do not schedule time to reflect on how to communicate effectively with clarity. Consequently, our communications are often muddled. We think we are communicating, but often what our listeners hear, is not what we think we are saying.
In our recent blog, Clarity & Communication, we spoke about the importance of distilling your message into three or four main points. Distillation in the process of making spirits takes time and equally it takes time to distil the essential message/s you want to communicate. Senior managers who are good communicators give themselves time to allow the key messages they to communicate to distil and become clear before they communicate.
As well as the constant noise of multiple communications one of the other challenge’s leaders face is the immediacy of the news cycle. It is easy to allow the pressure of the news cycle to drive our communications. The pressure to get something out to clients or stakeholders often leads to muddled communications that are unclear and lead to misunderstanding, possible rumour and in the worst-case false information being spread. Rumour and false information can have severe repercussions for both for-profits and not-for-profits in terms of profitability, impact on service delivery and reputational damage.
The other reason communications are often confused is we do not think through who the intended recipients of our communication are. We tend to think of amorphous groups such as “clients” or “stakeholders” and when we think of amorphous groups, we are likely to miscommunicate because we make broad assumptions about the “group” rather than thinking about individuals within the group which would give clarity to our messaging.
Markets these days are increasingly segmented. Within the broad umbrella of stakeholders, there are segments, groups of stakeholders with particular interests that are not necessarily shared by other stakeholders. Similarly, with clients, as many not-for-profit organisations know, services now have to be nuanced and created to meet the individual need of clients rather than the “one size fits all” model that operated in the 70’s and 80’s.
If we are communicating to a segmented market, then we have to understand as much as we can about the different segments or sub-groups. Most organisations, particularly not-for-profit organisations do not have the staff or time to really understand the unique interests of groups within their client base. This is something the Tonic Digital team with our skillset in analysing and understanding research, social, web and analytic data of people provides to our not-for-profit clients to extract valuable information on their client base and wider market.
Up-to-date insight on your client base is essential in creating a clear message that will resonate with the particular interests of people rather than a broad communication to a vague group of stakeholders.
Taking the time to craft clear messages to individuals will in the long run avoid the time and energy spent in clearing up miscommunications and the rumours and innuendo that arise from such situations.
Where to hang your NFT?
Finding hanging space for your recently purchased NFT artwork is not something you need to worry about, for your artwork will in all likelihood never need to be hung.
Clarity communicating through confusion
Communication in 2021 is more complex and multifaceted than any other time within the past 40 years, despite having an ever-increasing number of communication platforms available to us,
- Published in Workplace
Building relationships
In the last article we considered the usefulness of using external experts to conserve the organisations, and our own energy so we can direct it to meet the mission and vision of the organisation.
To engage with external experts effectively takes thought and a willingness to invest time and energy in establishing a solid foundation on which the on-going relationship can be built.
- Published in Workplace
HOW TO PAUSE, CONNECT AND THRIVE WORKING AT HOME
| COBY GREER, FOUNDER OF WORLD OF HUMANS How to Pause, Connect And Thrive Working At Home  What an urgent and critical introduction to 2020! From the devastation of the Australian bushfires to the ongoing catastrophe of the global COVID-19 pandemic. It is like Mother Nature has forced us to stop and have a deep think about how we’ve been behaving. How do you make sense of what is happening on a global scale? As a counsellor and a yoga teacher I have observed a myriad of responses to the global Covid-19 situation ranging from experiencing more time on your hands, a sense of isolation and loneliness, anxiety and irritability, or even a new found freedom and liberation. |
We have been living in a fast-paced, demanding and expectant world, and slowing down can be a rare experience. Some of you may be embracing the opportunity to learn to make do with less, or cherishing your re/connections with loved ones, or perhaps getting your hands dirty and connecting with your gardens and favourite recipes. However, there are some of you who may be feeling quite vulnerable during this time of change and uncertainty, and who may have never experienced a sense of loneliness, separation nor isolation before. This may feel really uncomfortable and perhaps scary for some.
Creating a Safe & Nourishing Home
In these times it is important for you to create a safe and nourishing space where you feel supported and grounded – this may look like:
- Making yourself a nourishing meal
- Having your morning coffee or tea under a tree in your yard
- Finally cosying up on the couch and reading that book you have always wanted, re-connecting with your meditation/yoga practice
- Taking a luxurious scented bath
- Setting boundaries around when you engage in listening to the global news
- Having your favourite essential oil burning whilst you work
- Lighting a candle for the world
Your home is your haven – let’s not blur the lines
Some people feel that their boundaries have been violated by bringing their work into their haven. It’s important that you dedicate only part of your home to work – this could be a spare bedroom, the corner of your living room or your balcony. This separation of workspace and private environment will support your work-life balance and your sense of wellbeing by ensuring that these lines are not blurred.
ROUTINE
Setting yourself a daily routine may be helpful in these unpredictable times – carving out time for work, moving your body, connecting with nature, mapping out pleasure time and connecting with your favourite humans. This may be an opportunity where you may use your imagination, resourcefulness and creativity to meet your needs and perhaps start something new.
PAUSE AND CONNECT
I invite you to pause and connect with yourself and your body throughout your day – perhaps when you wake, morning tea, lunch, afternoon tea and bedtime – and notice what is happening in your internal landscape, noticing any tension in your body, temperature, any physical sensations and perhaps observing the flow of your breath; then take 5 deep, slow, revitalising breaths and notice your state of being. Giving time to connect with yourself and noticing your physical sensations can be helpful in soothing your nervous system by reducing anxiety and increasing your ability to regulate your emotions.
We are in living history where there is incredible potential to change how we live as a community, how we treat our earth, and how we love ourselves and others.
By Coby Greer, Founder of World of Humans
- Published in Wellbeing
Conserving your organisations energy
People are increasingly conscious of their energy use and consumption. We are conscious of the need to reduce energy, to conserve and use it more effectively and efficiently. Of course, in this, energy is the electricity, gas, or technology we use to power our homes and our workplaces, so we can maintain our lifestyle and our work.
However, energy is more than just the electricity or power it takes to generate the lighting, air conditioning and IT capability.. There is the human energy that is spent in achieving the mission and vision of the organisation.
- Published in Not-For-Profit, Wellbeing, Workplace
