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Communications

Communications. Engagement Across Online Channels. These training materials have been prepared by Aspiration. Who is Aspiration?. Aspiration helps nonprofits and foundations use software tools more effectively and sustainably.

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Communications

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  1. Communications Engagement Across Online Channels These training materials have been prepared by Aspiration.

  2. Who is Aspiration? • Aspiration helps nonprofits and foundations use software tools more effectively and sustainably. • We serve as ally, coach, strategist, mentor and facilitator to those trying to make more impactful use of information technology in their social change efforts. • www.aspirationtech.org/services

  3. Learning Goals • Compare common tools used for online communications • Better understand when to use what tool • Think about how tool selection supports your organization's work as a whole or campaign

  4. Campaign vs. Organizational Use • Campaign communications goals may differ from organizational communications goals • Campaign target audience may differ from overall organization audience • Tools may be used in different ways to support these differing goals

  5. Things to Consider • Your organization/campaign is unique • Tools change all the time • Tracking is important to give you a sense of what is working for YOU

  6. 5 Common Online Communications Tools BloggingEmailWeb Site

  7. Target Audience BloggingEmailWeb Site Potential supporters, learning about your work and organization Know you; want constant information and details about your work.

  8. Target Audience

  9. Target Audience

  10. Tone and Voice BloggingEmailWeb Site First person pluralor third person“We” or “The org” Official First person singular“I”Informal and fun Conversational; “Social”

  11. Tone & Voice

  12. Tone & Voice

  13. Frequency of Message BloggingEmailWeb Site Frequent – can be daily or more often Less frequent - Weekly to monthly

  14. Frequency of Message

  15. Frequency of Message

  16. Matching Tools to Message BloggingEmailWeb Site Planned messaging,measured narrativeUrgent alerts,Intentional asks Late-breaking news,Real-time updates,Teasers, FlirtsOpportunistic asks

  17. Matching Tools to Message

  18. Matching Tools to Message

  19. Control of Message and Brand BloggingEmailWeb Site “Traditional” org control Shared with Audience, Tool

  20. Control of Message & Brand

  21. Control of Message & Brand

  22. Time/Labor Investment BloggingEmailWeb Site Substantial, tendingtowards 24/7 Manageable, basedon past patterns

  23. Time/Labor Investment

  24. Return on Investment BloggingEmailWeb Site TBD; uneven,subject to change; Depends on what you're trying to do “Knowable”, basedon past patterns; baseline online real estate

  25. Return on Investment

  26. Next Steps • Start tracking measurable goals around your online communications tool use (Traffic doc) • Determine differences in tool use for your organization as a whole and for specific campaigns • Learn how to measure success: Intro to Online Channel Analytics

  27. Thank You! • Questions? • Comments?

  28. Use, Modify & Attribute www.aspirationtech.org/attribute Aspiration distributes these materials under a Creative Commons Attribution-ShareAlike license. We encourage re-use, modification, and re-distribution in any situation where they may be useful. We love to hear about how you are improving and remixing what we've done. Questions? Email us info@aspirationtech.org

  29. Contact Us aspirationtech.org/training/support info@aspirationtech.org +1-415-839-6456

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