Facing the challenges of Brexit, a decline in public trust and fundraising reform, the charity sector has its work cut out. Charity leaders will need to use every asset available to help their organisations and that task will be impossible without social media.
In acknowledgement of the importance of social media, the Top 30 Charity CEOs on Social Media Awards [pdf] run by Social CEOs recognise the charity leaders who are excelling in social media. This year has seen a record number of nominations from charities across the full spectrum of sizes and causes.
The winners, decided by an independent panel of judges, were announced on 17 November hosted by Justgiving. To coincide with this, Social CEOs has also published a briefing to help charity leaders develop their social media skills.
Here are some of the key pointers every charity leader aspiring to develop a better social media presence should think about – and how some of the award-winning CEOs already put them into practice.
Have a distinctive voice
The importance of this was demonstrated by the overall winner of the awards, Ruth Ibegbuna, chief executive of the Reclaim Project, a Manchester-based youth leadership charity. Ibeguna’s passion for her charity’s cause, and her bold and authentic tone of voice, was inspiring, said the judges, and her Twitter feed feels like a natural medium for the way she communicates as a leader.
Representing @RECLAIMproject. Always. #RioDeJaneiro pic.twitter.com/RutWiMECBL
— Ruth Ibegbuna (@MsIbegbuna) February 28, 2016
Have accessible content
It’s not just the content, it’s the way you handle it. The best charity leaders can discuss a range of topics on social media, from their cause, to policy, and to their interests outside of work. A key part of this skill set is breaking down complex subjects that are relevant to their charity, and making them accessible and memorable by highlighting details – such as this shocking statistic, tweeted below.
In 15/16 108,000 children were subject to child protection enquiries that didn't lead to a CP plan. But process can cause family huge trauma
— Cathy Ashley (@CathyAshley) November 8, 2016
Lead from the front
This may sound obvious to a leader, but social media is the perfect medium to galvanise people and unite them behind a common cause. It’s also a good way to throw down the gauntlet to others who should be involved.
Great move by @Tesco @TescoandSociety & welcomed by partners @DiabetesUK & @TheBHF. Now for others to follow https://t.co/A43euOPxdm
— Chris Askew (@ChrisAskewCE) November 7, 2016
Use social media to attract talent
One third of employers now use social media to recruit. As charities navigate the challenging times ahead, attracting the right talent will be critical. Canny charity leaders are unafraid to tap into their networks to find the right people.
#MSF recruits people like you & we need a No. of skill-sets to help our medical teams & meet humanitarian needs. See Alex our Wat/san's blog https://t.co/kjZXL9hdml
— Stephen Cornish (@Stephen_Cornish) November 8, 2016
Consider blogging
While the vast majority of the nominations focused on Twitter, the judges were particularly impressed by the blog written by the winner of the best senior leader award, Tom Baker. Long-form content can be particularly engaging as it allows leaders to discuss ideas in depth. The judges said Tom’s blog is discursive, thought-provoking, and offers a new perspective on topical issues.
Use social media to better manage stakeholders
Our winners use social media to develop relationships and unite people around a common aim. With less money and time available for their charities to achieve their goals, leaders can use social media to make communications as quick and efficient as possible, leaving a positive impression.
Thks @JackieKilleen great to catch up with @Louisemac sorry misse final presentation but grt conversations @Louisemac @DavidRobb22 @tessaq03 https://t.co/jRn02Ltyda
— Theresa Shearer (@Theresa_ENABLE) November 7, 2016
Bang the drum for your organisation
If leaders aren’t telling people why they’re proud of their charity on social media, then why should they expect anyone else to do it? Our judges were pleased to see examples of trustees doing this too. The winner of the best trustee award, Maya Dibley of Girlguiding, often uses Twitter to enthuse about her charity and how her board is making a difference.
Thanks @caroletempo 😊 proud of how we prioritise #diversity & #skills on @Girlguiding board https://t.co/zoVcjYq6Dh https://t.co/qpVNGRgm40
— Maya Dibley (@xbluexskiesx) November 7, 2016
Pack a punch with visual content
It’s a well known fact that rich media creates more engagement on social media. Charity leaders can take this a step further by using images to connect emotionally with followers in a way that highlights the great work their charities do.
That moment, going through words for tonight's @missingpeople fundraising dinner & it's so emotional you don't know how to get the words out pic.twitter.com/p88izWyvVS
— Jo Youle (@JoeyYoule) November 3, 2016
Keep up to date and gain insights online
Whether it’s catching up with breaking news, seeing what peers are working on, or simply digesting what you’re learning on the job, charity leaders can use social media to stay updated and gain insights. Done well, this demonstrates thought leadership.
The challenge for leaders today is how to build the confidence & capacity to deal with uncertainty @VSO_intl #GlobalLeaders #Bangkok
— Philip Goodwin (@PhilipVSO) November 1, 2016
The judges said they are keen to see more charity leaders pushing the boundaries, in ways such as using social media to bridge divided communities. This is particularly critical considering recent political events – at home and overseas. In 2017, we hope to see more innovation and a critical mass of charity leaders using digital media to bring people together and change lives.
Download the briefing for charity CEOs. For a full list of the award winners click here [PDF].
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