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Your  Digital  Strategy  
Creating  A  Plan  for  Optimizing  your  NGO’s  Digital  Presence
Beth  Kanter Tharum  Bun
@kan...
@kanter
www.bethkanter.org
Beth  Kanter: Master  Trainer,  Speaker,  Author  and  
Nonprofit  Thought  Leader
Tharum  Bun:  Tech  blogger  &  communications  specialist
Who	
  is	
  here?
Intros
Name,	
  Title,	
  NGO
Poll
-­‐Strategy,	
  Implementation,	
  Both
-­‐Staffing
TOPICS
OUTCOMES
Buffet  
Interactive
Reflective
FRAMING
The	
  Agenda
Implement	
  one	
  
small	
  step	
  to	
  
improve...
Think	
  and	
  Share
• What	
  are	
  your	
  burning	
  questions	
  
about	
  digital	
  strategy?	
  
Online	
  Poll
Just	
  three	
  words	
  to	
  describe	
  your	
  organization’s	
  
biggest	
  challenge	
  around	
  cr...
Think Global, Act Local
What NGOs Fundraisers Need To
Know About Digital Trends
Google:              Loon  Project
Facebook:      Internet.org
Mekong ICT Camp
Digital  mapping  is  one  of  Open  Development  Cambodia’s  key  
strengths.
Donation  is  easy!  Simply  send  an  sms  to  5025  
to  donate  50  cents
Global Digital Trends
Trend 1:
Explosion of media channels and
online content and it is harder to
capture attention
Content Is King, Storytelling is Queen
Transmedia Storytellingg
Strategy: Storytelling is Social
Content must be relevant, engaging,
emotional or humorous.
Story must be shared across di...
Trend 2:
The first global generation who has
grown up with the Internet, Mobile,
and Social Networks.
MEET
Gen	
  Z	
  has	
  
larger	
  
networks,	
  
more	
  global
27%	
  of	
  
World	
  
population
Facebook	
  +	
  FingerFie =	
  voter	
  turnout	
  in	
  
Cambodia	
  commune	
  election
Facebook	
  +	
  Fingerfie	
  =	
  voter	
  
turnout	
  in	
  Cambodia	
  commune	
  
election
Civic	
  engagement
Source:    Study  by  Kantar-­Millward-­Brown
Khmer  language  transliterated  into  Roman
UNICEF:	
  How	
  Can	
  You	
  Adapt	
  Your	
  Campaigns	
  for	
  Them?
Strategy: GEN Z
They respond to humor and good
storytelling that is highly visual and
brief. Speak their language and let
...
Trend 3:
Trust in institutions is decreasing
while influence of “personal brands
and networks” is increasing. People
trust...
Trust	
  of	
  Nonprofit	
  Brands	
  Is	
  Eroding
Networked	
  Nonprofit
Source:	
  Heather	
  McLeod	
  Grant
Save	
  the	
  Children:	
  Go	
  #Lunchless
Connectivity and social media also
can help you create an army of
ambassadors to share your NGO’s
stories and influence pe...
Coordinating	
  &	
  Amplifying	
  Digital	
  Ambassadors	
  =	
  Impact
“When	
  you	
  hear	
  an	
  idea	
  from	
  two...
Strategy: Brand Presence Is Not
Enough
Staff should be present on digital
media channels as their personal
brand and lever...
Digital	
  Trends:	
  Global	
  and	
  Local
● How	
  do	
  these	
  trends	
  
influence	
  your	
  NGO’s	
  
thinking	
 ...
Your	
  NGO’s	
  Digital	
  Strategy
• Written	
  outline	
  that	
  focuses	
  on	
  the	
  
big	
  picture created	
  by...
A	
  Digital	
  SWOT	
  Analysis
• Strength:	
  What’s	
  good?	
  Something	
  that	
  you	
  are	
  doing	
  well.	
  
•...
What	
  level	
  is	
  your	
  NGO’s	
  strategy?
Crawl
No	
  digital	
  strategy	
  in	
  place
Walk
Informal	
  digital	...
Online	
  Poll
Slido.com
IFC-­‐ASIA
http://bit.ly/IFC-­ASIA-­2
Where’s	
  Your	
  Organization	
  Now?
● What	
  do	
  you	
  need	
  to	
  do	
  to	
  improve?	
  	
  What	
  do	
  
yo...
How	
  to	
  Write	
  A	
  Basic	
  Digital	
  Strategy
Digital	
  Strategy	
  
MEASURABLE  GOALS
AUDIENCE  
CONTENT  
CHANNELS
IMPLEMENTATION
AUDIENCE: Artists	
  and	
  neighborhood	
   residents	
  interested	
  in	
  showing,	
  creating,	
  
or	
  understandin...
Step	
  1:	
  Define	
  Measurable	
  Goals
Reach	
  
Engage
Action
Donate
Increase  engagement  by  
4%  on  Facebook
Inc...
Step	
  2:	
  	
  Define	
  Your	
  Target	
  Audience
Demographics Relationship Online	
  Usage
Interests
Young	
  people...
Step	
  3:	
  Get	
  A	
  Deeper	
  Understanding	
  of	
  Your	
  Audience
RESEARCH
• Analytics
• Audience	
  
Data
• Sur...
Step	
  3:	
  	
  Create	
  Personas
Personas  are  fictionalized  characters  
to  represent  different  target  audience...
Exercise:      Working  with  Personas  
The	
  Organization
• NGO	
  w/	
  a	
  mission	
  to	
  protect	
  endangered	
  animals
• Runs	
  different	
  advocacy	...
Meet	
  Ming-­‐Na
Who:	
  	
  	
  Millennial	
  who	
  lives	
  with	
  her	
  parents	
  and	
  works	
  at	
  a	
  bank,...
Exercise:	
  Think	
  and	
  Write
• Write	
  down	
  your	
  objectives	
  and	
  make	
  them	
  
measurable
• Describe	...
Lunch
Basic	
  Digital	
  Strategy
Building	
  Blocks
CONTENT	
  AND	
  CHANNELS
The Digital Landscape
SOCIAL
Mobile
OWNED
HYBRID
TRADITIONAL
Content
Ambassadors
Source:    Edelman  Cloverleaf
Digital	
  Content	
  Best	
  Practices
• Content	
  themes	
  and	
  stories	
  resonate	
  with	
  
your	
  audience	
  ...
THE	
  PLANNING	
  WORK	
  FLOW
SCHEDULING	
  &	
  ORGANIZING
Who,	
  What,	
  When,	
  Channel
THEME	
  DISCOVERY
Make	
 ...
Content	
  Themes
• Behind	
  the	
  scenes	
  at	
  your	
  organization
• Stories	
  of	
  impact	
  about	
  the	
  tar...
Editorial	
  Calendar
Tools:	
  	
  	
  	
  Spreadsheet,	
   	
  Buffer,	
  Sprout	
  Social,	
  Co-­‐Schedule,	
  Edgar
Organizing	
  Your	
  Content	
  Creation	
  Process
Visual	
  Content	
  Creation	
  Tools
http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Exercise:	
  Think &	
  Write &	
  Share Pair
● Identify	
  content	
  theme.	
  	
  	
  Brainstorm	
  some	
  ideas	
  ab...
Social Media Channels:
Content Optimization
Social  Tees  Animal  Rescue
Pick	
  the	
  Best	
  Channels	
  to	
  Reach	
  Your	
  Audience
● Optimize	
  the	
  2-­‐3	
  most	
  important	
  soci...
● Complete your FB profile, prioritized
in algorithm
● Experiment with post length: Short
copy could work well for clicks,...
Best	
  Friends	
  Animal	
  Society:	
  Live	
  Broadcast	
  Moments	
  of	
  Impact
Best	
  Friends	
  Animal	
  Society:	
  Live	
  Broadcast	
  Moments	
  of	
  Impact
How	
  To	
  Get	
  Started
1. What	
  moment	
  of	
  impact	
  will	
  you	
  live	
  
stream?
2. Create	
  a	
  simple	...
Exercise:	
  Think,	
  Write,	
  and	
  Share
● How	
  can	
  you	
  share	
  your	
  story/content	
  as	
  a	
  
Faceboo...
● 2016 - One Billion Users
● Bots - automated
responses
● Early adopter stage for
NGOS
1	
  Climate	
  Reality	
  	
  
https://www.facebook.com/climatereality/
2	
  Anne	
  Frank	
  House
https://www.facebook....
Break
Redefining	
  Brand	
  Ambassadors	
  for	
  Digital
• Any	
  stakeholder	
  who	
  is	
  
passionate	
  about	
  your	
  ...
Social	
  Media	
  Ambassador	
  Programs
Staff/Board
“Insiders”
Supporters
“Outsiders”
Organizational Campaign
Human	
  Rights	
  Watch:	
  	
  Organizational	
  – Employee	
  Engagement	
  
• Goal:	
  Supports	
  Program	
  and	
  
...
Meals	
  on	
  Wheels:	
  Giving	
  Day	
  Campaign
How	
  Do	
  Identify	
  Potential	
  Ambassadors?
Start  with  your  
database,  followers,  
and  fans!
Ambassadors:	
  Who	
  is	
  Most	
  Engaged	
  on	
  Social	
  Channels?
Provide	
  A	
  Communications	
  Toolkit	
  with	
  Basics
• Overview	
  of	
  organization	
  
and	
  campaign
• Talking...
Momsrising:	
  	
  Joyful	
  Funerals….
Cultivate	
  Organizational	
  Awareness:	
  
Momsrising:	
  Joyful	
  Funerals
Digital	
  Strategy	
  
MEASURABLE  GOALS
AUDIENCE  
CONTENT  
CHANNELS
IMPLEMENTATION
Open	
  Question	
  and	
  Answer
SLIDO.COM
One	
  Minute	
  of	
  Silent	
  Reflection:	
  I	
  Commit	
  To	
  …
Futureme.org
Book	
  Raffle
Your  Digital  Strategy  
Creating  A  Plan  for  Optimizing  your  NGO’s  
Digital  Presence
Beth  Kanter  and  Tharum  B...
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media
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Visual  Content  Creation  Tools http://blog.hubspot.com/marketing/visual-­‐content-­‐creation-­‐social-­‐media IFC Asia Master Class

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