Organisations in the third sector are most successful when they think about their communications as insight-led signposts to fundraising, member growth, issue awareness and policy change. We firstly immerse ourselves completely in your core values, messaging and theory of change before building out content which signposts audiences and transforms them into advocates for change.
The next step is splitting communication between emotive signposts, educational spaces and finally moments and opportunities for action – with one step, strategically and carefully leading to the next.
By focusing on emotive storytelling first, you can convey key insights from immersive research in a way which feels authentic and sustains an audience’s attention. Insight-led, emotive pieces are often inspired by focus groups and conversations with end-beneficiaries with lived experience, again to build authenticity.
Next – we ensure audiences can quickly get to educational spaces to learn more – be that a landing page, Facebook canvas integration or even something print-based and offline.
This deeper level of engagement and learning is equally often achieved through use of infographic animations – where many stats, figures and messages can be conveyed in a very short amount of time.
The last and most important stage is segmenting your audience over a commitment curve, understanding that many people may first want to take small actions on social platforms, before they commit to larger actions such as email newsletter sign up or finally regular financial giving.
It’s not about turning everyone into a donor right away – it’s about taking people on a journey that gets them to the place they feel most comfortable in genuinely supporting a good cause.
This both empowers the organisation and also the supporter or volunteer, to engage from a place where they feel comfortable, with a clear journey of more committed interactions if they so wish.
In a world of shrinking legacy giving and tricky high-net worth donor bases, communication strategies that build people up a commitment curve over time, targeted to a particular segmented audience and emotively engage first – will be the most successful in terms of reaching your organisational objectives.
During this initial immerse stage, we conduct research into your cause or organisation to build a strong theoretical base to begin work. By gaining a thorough understanding of the issues we work on, we produce work that is grounded in the latest developments in your particular sector, ensuring that the campaign is a success.
Once we have immersed ourselves into your cause, we develop top level ideas that meet your campaign objectives, thinking about the solutions that the campaign will champion. At this point, we consider how objectives fit within a theory of change, to see how the campaign contributes to your desired change.
Our team of strategists hold numerous workshops to bring the top level strategy down to a granular and tactical level. At this point, we’ll cement the tactical elements – such as a communication plan or a day of action – to ensure your objectives are met. It is truly a team effort.
Having mapped out the granular detail of the campaign with you during strategy workshops, we devise a full strategy document that are always results driven. We outline a step by step guide of the core campaign elements, from the deliverables, reporting, paid spend and specific tactics that will be deployed. We welcome your feedback throughout the development of this strategy document, ensuring that we deliver something useful for you and your team.
Once the campaign has launched or is coming to the end, we ensure you have the tools to make the campaign and strategy a success. We offer advice on how to implement the strategy internally and are adept in delivering evaluations and reporting.
Influencer campaigns are extremely effective in creating an engaged community who are all supporting a certain cause. Connecting and engaging with an influencer can also pave the way to developing a meaningful advocate or partner for your organisation. To begin with, we work with you to define the genre and parameters of the types of influencers you are looking for by gaining a thorough understanding of who’s who in your sector.
Once we’ve sussed out the hotbeds of influence within the defined sector or cause, we conduct strategic research into agreed areas of influencers; be it bloggers, academics, journalists or community organisers. We then collate this research into an influencer database, which you can add to, if you have any existing relationships with influencers. Dependent on the nicheness of your cause, this database can range from 200-2,000 names.
Through a series of strategy workshops, we will help you and your teams create an empowering and smart bespoke campaign toolkit, containing numerous options for involvement. These can be tailored to corporate partners or to micro influencers, and are attractively designed and often serve as additional campaign collateral.
Once we’ve worked with you to design engaging campaign materials, we propel your message along to the extensive network of influencers we’ve sourced by careful research. The main ask of any social content we produce is to get the general public sharing and raising awareness of your cause, tailored to the target audience.
5. Campaign Launch
Aided by the amplification of your message by a network of engaged influencers, we launch the campaign. Whether this is with a Thunderclap, the launch of a flagship video or a crowdsourcing campaign, the effect of hundreds of people advocating for your cause is proven to ensure success. This leads to a huge uptake in conversations started around the campaign and the hashtag, fulfilling the campaign objectives.