I was recently asked to deliver a content strategy workshop for a gathering of small charities to help them ‘Create Amazing Content’ with limited resource. Building the workshop required quite a bit of research and was a fantastic opportunity to explore some of the challenges faced by the sector in, not only creating effective websites, but also persuading audiences to take a specific action. I thought I’d highlight some of the articles I’d read to build the workshop – there really is some brilliant work being done out there by various charity digital teams. I salute you all.
My research into the charity sector soon became a study of the art of persuasion, how we can use content to influence and activate a passive audience. There are loads of great articles online about persuasion but I found the article by CopyBlogger and Hillary Skeffington of particular interest.
I also found the notion of demonstrating impact pretty central to your purpose as a charity. This might sound obvious, but I found many charity websites ‘explained the need’ (i.e. why you should donate) but then forgot to spell out the impact they were making. I must then absolutely recommend this article by Paull Young from Charity:Water. Read the article and then explore their website – loads of great examples of best practice there.
Staying with Charity:Water there was also this article looking at how Charity:Water value trust – an important commodity in our world of FAKE NEWS.
Lastly, here’s some useful resources for any nonprofit organisation looking to make improvements to their digital offering. From SEO to various case studies, I hope these help anyone researching into this sector.
So there you have it, a brief skim through some of the charity content strategy articles I found over the past few weeks. Let me know if you have other resources you’d like to share in the comments below!
It’s 8am which means I’ve already been at work for a couple of hours swigging copious amounts of coffee and helping the digital team deliver Global’s new charity Make Some Noise. This a big day for Global as all our radio stations are coming together for one cause – which is to raise money for disadvantaged children and young people across the UK.
That means co-ordinating content across the brands and making sure we’re delivering the very best from radio – ultimately driving people to our Make Some Noise donation page.
It’s the first time since I’ve been at the company where we’ve co-ordinated a single campaign across all brands and it’s been really fantastic to see how people across the business have gone the extra mile to make it all happen.
I’ve used Scribblelive to track all the Make Some Noise activity across our brand twitter accounts which you can view here. We’re also using this live blog tool on the Capital fm homepage and Heart.