To look at the current digital communications strategy of a typical UK-based nationwide charity/not-for-profit organisation, and to try and provide an assessment as to how you would ‘take the organisation forward’ in this area, is a huge challenge in itself, not least if the existing digital channels appear to be providing good performance in terms of feedback, traffic and visitor activity. But sometimes, whether through organisational/political change or simply because the organisation’s cause or campaigning activity has shifted its focus, a shift of digital strategy is required or desired.
One of the main conclusions I came to when looking at this in relation to a range of NGO/not-for-profits and their digital portfolios, and in its simplest terms (which may not seem that remarkable or spectacular), is that completely changing, redesigning, revamping and ultimately replacing an organisation’s current digital direction with something else may not necessarily be the best solution. To put it another way, If an existing strategy is not actually underperforming in communications terms but ‘could do better’ in certain areas, it may make more sense to complement existing processes and structures with some additional approaches that could complement existing activity and enhance what they can achieve, rather than throwing them out altogether.
A good example of this might be when an organisation’s website has been redesigned and developed relatively recently, or, as is often the case in larger not-for-profit organisations which may have several different web presences, the organisation’s suite of websites have been redeveloped as part of a wider, relatively recent communications rethink. To commit to further redevelopment to boost visitor numbers for a particular campaign or to promote a shift in emphasis may not be the best approach, particularly in the third sector where every penny saved counts towards revenue for the organisation’s common cause, rather than further spending on its internal operations. Instead, a more focussed approach to social media channels, which are likely to be already well-established (the not-for-profit sector entertains some of the most active and impressive social media practitioners), to not only promote events and new web content but also to ‘cross-pollinate’ between an organisation’s different websites can be very affective. Through tweeted links, Facebook posts and web links from the site’s own news feeds to fresh content on it’s sister sites, greater value can be gained from existing user activity, whist visitor numbers can ultimately be increased through the development of a ‘self-propagating’ audience.
There are of course other ways and means that an organisation can look to digitally, when their aim is to promote their ‘message’ and what they do to help and support their cause. Aside from the solid base of a professional, attractive website(s) with proven visitor numbers and user activity and an active, engaging (and popular) presence on Twitter and Facebook, there are numerous other social channels that third-sector organisations are now utilising to great effect to add something to their digital campaigns, particularly with the increased awareness and popularity of Instagram, the continuing dominance of YouTube, and the myriad range of similarly visually-driven channels.
A surprising number of not-for-profit organisations are yet to look towards developing a mobile application as an alternative and complementary way of boosting interest in their cause and of promoting interest and activity in their existing digital media. As most of us know, armed as we are with a smart phone of one kind or another in our pocket, the simple fact of an app’s ‘mobility’ is a far more physically and practically accessible means of accessing content than a traditional browser based website; – where ever you are (assuming a connection of some sort if available) then fresh dynamic content is literally in the palm of your hand, and this immediacy is a huge bonus when your focus is about raising awareness and campaigning for a particular cause. ‘Native’ mobile applications are even more powerful: having the ability to provide off-line access to content adds a huge extra benefit, particularly for those not-for-profit organisations that are based around a membership/ representation structure. Vital information, contact details, help files, guides and a host of other features can be made available within the app itself, negating the need for a continuous internet connection, which has obvious benefits for mobile users. Apps can also provide the basis for gamification techniques to be utilised, again preloaded on the app itself rather than requiring continuous connectivity, and this can be applied as both an educational and campaigning resource to support other core channels of media that the organisation may be employing, and to further its cause and provide greater support to those it aims to assist.
All in all, there are many routes a digital strategy can take for a not-for-profit, and there isn’t necessarily a magic bullet that will guarantee success in terms of increasing traffic and raising awareness of the venture or cause the strategy aims to support. There is a lot to be said though for looking at existing processes and resources, appreciating what strengths persist in the strategy’s performance, and then adding to this in a simple, effective way that supports the organisation’s particular requirements. ‘Holistic’ is an often over-used maxim in today’s project-driven digital world, but perhaps in its purist sense, it may be applied constructively here. Look at what you hope to achieve overall through digital means and if it works, don’t necessarily fix it, but complement it with some fresh approaches. Perhaps a bit more ‘joined-up’ social media will do the trick; and may be look towards a mobile solution if you think it can really make a difference and add to what you’re already achieving. You can’t go too far wrong with a simple, sensible approach.
Benjamin Smith 