Almost every week a shiny new tool or technique emerges, usually on the internet, promising to be the next big thing in communications. Adopt this app… sign up for this service… use this new media channel… and then, finally, you’ll really connect with your supporters.
The truth is that while some of these new tools do, over time, prove to be effective (and for some charities invaluable), most new shiny tools fizzle away as quickly as they arrive.
With limited time, budget and resources, the challenge for charity communicators is to keep a clear head and not go chasing after every next big thing.
Desperate not to be left behind, we risk communications drift: shaping the way we communicate, and what we communicate, to match the new tools and channels available, rather than saying what we need to say in the way we already know works for our supporters.
Here are a few pointers to help you keep focussed:
Create a communications plan
Start the year, or a campaign, with a clear idea of what communications channels (email, Twitter, direct mail, text message) you’re going to use and when, and stick to it. Stay in control of how you communicate. Don’t be thrown off course just because a new tool emerges and is making waves. If you’re really worried about getting left behind, build space into your plan to test two (and only two) new tools during the year.
Be firm with champions
We’ve all experienced it. The chief executive’s teenage son is into some flashy new online gadget, so suddenly the CEO thinks your charity MUST use it as soon as possible, and almost orders you to get on board. Publishing your communications plan in good time should mitigate this, but you should also be firm: agree to test the tool on a small scale, before advocating its use across the charity.
Be led by testing and results
Find a way to test every new marketing channel or communications tool, before getting started. You need to know if the increase in web hits, sales, phone calls, service take-up or media interest is due to the new tool, or something else. Take a cold, hard look at the statistics, before deciding which communications tools to get behind.
Consider your audience
It’s all very well adopting a new online gizmo, but if your core or target audience isn’t using it, then it won’t work for you. Your communications should be led by how your audience gets information, not by what shiny new tool you’d like to have a play with.
Do you have to be the early adopter?
Sometimes it’s best to take a back seat and let other organisations do the discovery work. Why not sit back for six months and let the most powerful tools emerge in the sector, before you get on board. By the time you get involved, many of the mistakes will have been made and best practice will be starting to emerge.
One is not enough
However good, one communications tool is never enough. The most effective communications strategies use a variety of tools and methods for communication with supporters. You need a mix to be really effective. When you take on a new communications tool, beware simply throwing out old tools just because they’re old. If they still work, keep them in the mix.
Don’t bury your head in the sand
I’m not advocating ignoring new tools completely. If some tool is emerging in the sector as effective for communicating with certain audiences, just like Twitter has, then of course you should invest time and money in making it work for you. Just beware of chasing the exciting and new at the expense of what you already know works.
Remember the writing
Whether for the tools themselves, or for landing pages that online tools often point to, or even for video scripts, you still need to get really good at writing. Research and get trained on effective writing and marketing skills, and make them the core of your communications campaigns. Focus on your audience, their needs and the outcomes you need to achieve. Then create compelling copy that says what you need to say to get your audience to do what you want them to do.
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London & Manchester, 2012
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www.ngomedia.org.uk/marketingsummit
