The transparency debate: using social media · 2. Do we have a social media policy? 3. What do we...

© 2017 Grant Thornton UK LLP. All rights reserved.

The transparency debate:

using social media

Louise Hughes

Marketing lead - Not for Profit


#nomakeupselfie

Cancer Research UK

#icebucketchallenge

ALS


Today’s programme

• Growing communities

• Headlines from charity skills report

• Social media opportunities

• Social media risks

• Key questions for boards

• Resources


Back in 2014


Report’s conclusions

• social media must play a

part in the charity's

strategy

• buy in from the board /

senior management

• important to have

guidelines & policy in place

• education & training

• getting the messages right


Fast forward to 2017

Headlines

• 50% of charities don’t have a digital strategy

• 71% of charities cite their board’s digital skills as

low or having room for improvement

• 86% of respondents want to work for a charity that

is progressing in digital

• 59% of charities are working to improve the culture

so digital can flourish there


Social media opportunity #1:

understanding your audience



profile raising



income generation

• When Leonard Cheshire’s garden

at its day centre in Farnham was

vandalised, they shared the photo

on Facebook, gaining 700+

comments and 300+ shares

• 40% of online donations they

received that week came via

Facebook



connections

• with staff

• with supporters & volunteers

• with trustee colleagues

• with sector colleagues

• And more importantly, for learning


Social media risk #1:

lack of interest at CEO level



Reputation is at stake



Ignoring it


• 16% of people want to

engage with organisations

via social media

• 50% are more likely to buy

products or services as a

result, with 56% citing a

stronger connection

Source:

https://blog.bufferapp.com/soci

al-media-for-customer-service-

guide


Key questions for boards

1. Who is responsible for digital?

2. Do we have a social media policy?

3. What do we want to achieve on social media?

4. Are we prepared for the best and worst scenarios?

5. Are we talking to our audience?

6. Is our board on social media?


Resources:

Influencers


Resources:

Boards


Resources:

Convening Communities

• Digital Discovery

- we want Trustees to be a part of it


Louise Hughes

E [email protected]

@TruswellTown

@GrantThorntonUK

Thank you!

The transparency debate: using social media · 2. Do we have a social media policy? 3. What do we...

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