How Non-Profits Can Maximize Engagement on Facebook - via Mashable

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Here's an excerpt from this article, which contains a couple of useful insights:

“We have to remember that Facebook was not made for non-profits,” says Danielle Brigida, the digital media marketing manager at the National Wildlife Federation (NWF). “Unlike Twitter, it is very hard for an organization to foster any individual relationships on Facebook, and it is almost best used as a discussion tool or for broadcasting.”

Golden Rules of Facebook for Non-Profits:

“Ask open ended questions and use [Facebook] as a two-way street,” says Brooke McMillan, Livestrong‘s online community manager. “Always stoke conversation between you and the fan as well as fan-to-fan. We’ve seen some of the most supportive comments in the fan-to-fan relationship.” McMillan has helped build a vibrant online support community on Livestrong’s Facebook page, which has become a key component of Livestrong’s online identity. On the tech side, McMillan recommends posting at least once a day or as often as your organization has fresh content.

For Brigida (NWF), her golden rule is actually the age-old golden rule: “I engage with people how I want to be treated on Facebook,” Brigida said. “I don’t post things that will not engage our members … or overshare.” The NWF has specific audience pages — for photographers, teachers, gardeners and more — which Brigida targets from message to message. Understand that your community may be interested in different facets of your organization and tailor your posts to those niches.

“I do several things to keep community engagement lively. I post one or two times a day … with content that either has interesting photos, a neat project or questions. I do not post asking for a donation directly, simply because that is very prevalent on our website and throughout our email communications. I will occasionally promote the cause, and every Friday I do a “Friend Friday” where NWF links to a smaller wildlife fan page that deserves attention. We also keep our members up to date on important information if there are wildlife issues on people’s mind.”

[Read the rest of this article]

Facebook vs Twitter Infographic - 2010 social demographics

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Nice infographic, and some interesting stuff here, beyond the basic demographic information I've previously shared in my presentations.

This is just the tip of the iceberg, of course - demographics are usually very broadbrush. It's always possible to drill down much further to explore the material differences in the ways people use these platforms, but another time...

Friday songs

For a bit of fun, and with the help of some helpful suggestions via Twitter from @RobmDyson, @SamB_UK, @rawvideo, @pauldegregorio, @jeffica (and one not quite so helpful suggestion from @podnosh!), @comradeadamski put this Spotify playlist together of songs containing 'Friday'.  Thanks for the contributions all.

It seemed like a good idea at the time... and it still is if you're excited by the prospect of a variety of covers of 'Friday I'm in Love' and appreciate total randomness.

Turns out there's actually a host of great artists to have featured 'Friday', including Link Wray, Generation X, The Fall, Funkadelic, Half Man Half Biscuit and The Donnas.  And then there's Chaka Demus and Pliers, The Darkness and Aqua.  It's generally come up trumps though.  I'm quite excited to have discovered 'Black Leotard Front', whoever the hell they are, and am currently enjoying their track, 'Casual Friday', as I type.

Can't wait for the other days of the week :)

Rachel

The day someone tried to sell me a 'Rebar Bender'

I've started to bore myself lately, because of the number of times I've heard myself say, "the most influential factor in the success of any direct marketing campaign is who you target" (i.e. whether the offer, or the ask, is matched to the right target audience).

It's true, contrary to popular belief, the creative isn't actually the most important element.  If you deliver your campaign to the wrong people, it's not going to matter how clever the creative is; it won't work.

Before I offend copywriters, art directors and designers everywhere, the creative does matter too, of course.  If you run bad creative, you'll get bad results too.

I just believe that if you're prepared to suffer the tears, tantrums, hair and teeth-pulling, tedious checking and proofing, endless amends and approvals, anally-retentive degree of attention to detail and all of the other life-shortening things you seem to have to expend energy on to make sure you develop great creative andcrucially, to make sure it ends up seeing the light of day in a form that has half a chance of working, you want to make sure you send it to the right people, don't you?

I always think of good targeting as doing justice to great creative work.  Anything else is complete disregard for the efforts of all the people who strove to make sure the creative work was good in the first place.  They may as well not have bothered and you may as well not have paid them for it, either.

If you're one of the people thinking, "That's not rocket science", you're quite right.  That's one of the reasons there's no excuse for it and why I get so frustrated that so many charities should be doing a much better job of it.  I learned this when I went on my first, basic marketing course back in the early 90s, so why are there still agencies around that manage to market themselves (successfully) as direct marketing experts, when their targeting recommendations could have been put together better by an undergraduate on a degree course?  (One of our interns actually cancelled her monthly direct debit to a charity when she saw how much money they'd been wasting as a result of poor targeting.  Most donors would probably do the same armed with the same insight, I reckon.)

Sadly, most people get much more excited about creative than targeting, so it all too often gets neglected.  It's also a very misunderstood area - even now - and I still find myself shocked when I meet people using irrelevant targeting models, profiles and propensity scoring to target their campaigns, thinking they're doing a good job and not having any idea about how much money they're wasting and/or not raising as a result (double-whammy on your income and ROI).

Anyway, to take the edge off my rant, here's the piece of marketing that prompted me to post this in the first place - which did make me snigger.  How did they know I was thinking about a trip to the States to buy a new forklift truck... ?  Must be the most poorly targeted spam email I've received to date - aside from the ones marketing penis enlargement treatments, which I have even less need for ;)

Rachel

Begin forwarded message:

Date: 3 August 2010 19:46:23 GMT+01:00
To: <Rachel Beer>
Subject: Metalworking Auction PLUS Construction Auction

RebarBender

Charity awareness weeks this week

With yesterday’s Holland vs Denmark match having a sleep-inducing effect on me, I started scrolling through my Twitter feed as a perk me up. It wasn’t long before I saw a pattern:

“Did you know it’s Small Charity Week?”

“Mail & Express covered our Refugee Week poll today!”  

“It's Carers Week 2010. We want to raise awareness of the support available to help carers have a life of their own.

Hang on a minute, how many charity awareness weeks are happening this week?

Tweets on my feed suggested that I wasn’t the only person who noticed. Kudos to @ruji87 for satisfying my curiosity with links to two awareness events calendars, as well as a Guardian article on whether there are too many charity awareness days/weeks/months.

This week, apart from Small Charity Week, Refugee Week and Carers Week, there’s also Breathe Easy Week, Men’s Health Week, Diabetes Week and National Epilepsy Week. The question raised in The Guardian article is still relevant today as it was four years ago - how effective are charity awareness weeks in generating publicity for good causes?

Apart from Men’s Health Week, I do recall seeing the rest promoted on my Twitter feed. Carers Week was the only one I remembered being featured on ITV news, sans Hyundai ad interruption. If the main purpose of these weeks is to increase overall public awareness, those with wider media coverage like Carers Week are more likely to be top of mind over all others.

Even if they are successful at creating awareness, it is hard to sustain awareness levels once the next charity awareness week comes along. People are used to being reminded or prompted to do something; one of the reasons people donate is because they were asked. We all know it’s Fathers’ Day this Sunday, because there’s a whole slew of ads telling us what makes the perfect present for Dad. By turning awareness into some form of action, these charity awareness weeks have a chance of staying with people for much longer than seven days.

What makes a successful charity awareness week? Every charity will have its own benchmarks for awareness week success. If any charity is willing to share learnings from its awareness week, please do get in touch. We’re scouting for case studies to showcase in the next NFPtweetup!

Rebekah

This week’s awareness weeks

Breathe Easy Week

Carers Week

Diabetes Week

Men’s Health Week

National Epilepsy Week

Refugee Week

Small Charity Week

Other links

Are there too many charity-run awareness days, weeks and months?

Awareness Days and Events in Britain – June 2010

National awareness weeks and days

A cure for madness.

As we slide inexorably towards another General Election, I’d like to remind you of the maxim that says: madness is continuing to do the same thing and expecting a different result.

All my working life I have voted Labour, in honour of my father’s working class roots as the son of a butcher in Hull.  Ironic really, because he spent his entire life voting Conservative.  Sadly, neither of us can say that we’ve seen much return for our entrenched voting patterns.

Finally, at the last election I didn’t even bother to vote.  In my mind both the major parties had morphed into one ghastly, centrist mob – willing to sacrifice any principal for power and easy money.  I really didn’t care who won – they were all god-awful.

At the beginning of last year, Rachel and I (and the fledgling beautiful world for which we had yet to agree a logo) were invited into the Conservative Party headquarters at Milbank to advise on social media and fundraising.

We sat in David Cameron’s office, a little overwhelmed and breathless, and talked to an eager Party Chief Executive about social media. We weren’t even sure if we should be there – but hey, how often do you get the chance to be in the thick of it?

Through the glass walls of Cameron’s office we could see eager young party apparatchiks gathered round TV screens watching their leader lock horns with Gordon Brown at Prime Minister’s question time. 

It was a heady experience – it looked as though we had an outside chance of snaffling up the Conservative Party as beautiful world’s first client.  Yes, I had left all my principals at the door.  And yes, I did feel a creeping sense of shame.  As things turned out, the job didn’t come our way, but the people I met along the way and the conversations we had with them left a very distinct taste of the rottenness of the two party system and its politics.

This year, it looks as though something extraordinary has the glimmer of a chance of happening: the Liberal Democrats.  More precisely, Nick Clegg.  His performance on the first of the televised party debates wasn’t inspiring, but it was solid.  By contrast to the other two leaders he was strikingly normal and believable.  Although an old broadcast medium, TV has played a very important part. However, social media has let voters take the ball and run with it.  It’s fascinating to see the interplay between the two – everyone in the studio was censored and choreographed, while on the web we could say what we liked.  And people did.

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The polls have had Nick Clegg in the lead ever since that first debate.  For me, and I suspect many others, there is the small possibility on the horizon that we could actually elect a Liberal Prime Minister.  (There is also the maddening prospect that the Liberal Party could secure the majority of the votes and still come third!).

I’m not certain that Nick Clegg would be the leader of my dreams, but I am certain that David Cameron isn’t (sorry, he’s just too lightweight) and my lifelong love affair with Labour has simply come to an end – they’ve let me down once too often.

 I think it’s time for a change – a complete change – so I’m backing Clegg.  Doing anything else would simply be madness.*

Simon

 *These are my personal views, not those of beautiful world, its partners or other members of the team.

How to write a beautiful world intern CV

 

As the original beautiful world intern, my perspective is occasionally called for during intern recruitment.    While I’m not an expert in all things HR, I have looked through enough CVs now to put a few tips together for aspiring beautiful world interns or anyone looking for their first job:

Impress us

This, aspiring intern, is your time to shine!

1.       Present yourself well

Your CV is an important first impression. Express yourself clearly in an easy to read structure; it could be the difference between an outright ‘No’ and a ‘Definite Maybe’. A decent layout and legible font size helps a lot.

2.       Attention to detail

I can’t stress enough the importance of this point. Whether you’re applying for a fundraising marketing or a data analyst internship, great attention to detail is a must. A good way of showing it is to check your spelling. I’ve lost count the number of differently-spelled versions of curriculum vitae I’ve come across so far. Also, it does not pay to be overly reliant on Word’s spellchecker. To quote an example, I used to proof read annual report drafts in a previous life and spotted a few ‘good will arsing’ in the spellchecked copy.

3.       Only include what is relevant

By this, I mean there’s no need to list every single grade you have from your GCSEs, as well as your A’ Levels and university degree, the paper round you had when you were 14 and the hobbies you had at school. Read the intern specification and decide which of your qualifications and experience deserves more elaboration on your CV. It wouldn’t hurt to specify the internship role you’re applying for, as well as your availability.

4.       Tailor your CV

Show how you’re well-suited for the internship position and interested in working for beautiful world and the third sector in general. CVs that make no effort in doing so are a major turn off. Your CV should illustrate why you’re special but it wouldn’t hurt to make us feel special too, by finding out about us and showing you understand, and are genuinely interested in, a career in the sector we work in. The team at beautiful world will put a lot of effort into helping interns gain valuable skills and experience, so they want to know people that join for internships are serious too. Some aspiring interns gave us the impression they only wanted to bide their time until they get ‘real jobs’ in accountancy, law, business... etc. How’s that for special?

Don’t lay it on too thick

In an attempt to stand out from the competition, these are some of the things aspiring interns have done that backfired spectacularly.

5.       Misleading information

Some aspiring interns tried passing off something as work experience when it clearly wasn’t.   It can be a Catch-22 situation, where employers aren’t willing to give you work experience when you don’t have any work experience. But lying on your CV, be it intentional or not, is never a good way to get your foot through the door.  Projects you did as part of your study are interesting and relevant, and you should mention them, but you shouldn't attempt to pass them off as work experience.

6.       Unnecessary name-dropping

Some employers are particular about which university their aspiring interns or employees come from. We’re not one of them. Starting the first sentence in your CV by stating you come from a ‘red-brick university’, gives us the impression that you think the name of your university should matter more than your qualifications, experience, passion and commitment for the sector and the work we do and can sound a bit elitist (not in a good way).

7.       Incomprehensible jargon

Whichever industry or sector you go into, there will be some jargon used that is sector specific. Unless you know exactly what you’re talking about, don’t run the risk of using otherwise unfamiliar terminology that’ll only end up confusing those reading your CV. You also run the risk of getting it wrong and sounding silly. Try using plain, simple English to express yourself; it worked like a charm for some aspiring interns.

8.       Too much information

Remember that a CV should make us want to find out more about you. Give us a reason to get in touch and set up a follow up meeting. If you spill your guts over 3, 4, 5...etc pages, we will assume that you have told us all we need to know about you and make a judgement call based solely on your CV. No aspiring intern, no matter how accomplished he or she is, warrants a CV that exceeds 2 pages. Remember you can send a nice covering email that says a bit more about you (not enough people seem to bother to write a tailored covering email, shockingly).  The better CVs we’ve read so far have managed to bag follow up phone calls or meetings in 1 or 2 pages.

If you're an aspiring intern and job seeker, I hope you will find these tips useful and not be disheartened if you weren’t successful in either getting a role with us or with other employers. It can sometimes feel like you’re jumping through several hoops without much to show for it, to the point where you might even say, “I will be anything you want me to be, if that’s what it takes to get me the job.” The thing is, there are some quite simple things you can do to improve your chances of success considerably and, judging by some of the applications I've seen, some people don't seem to be aware of them.

My top tip? As clichéd as it sounds, whenever employers tell you to ‘Be yourself’, it is undoubtedly true. It’s the best way for any employer to decide if you might be a good fit with the people who work in the company, and also means you’re more likely to be happier working there.

So be yourself, then remember to do yourself justice in your CV, and you could be the newest addition to our happy and wonderful workplace or whichever one you dream of joining.

 

Rebekah
 

NFPtweetup 6 at Breast Cancer Care: a brief summary

What a great event last night!  Thank you so much to everyone that came, that presented, that shared links, blog posts and photos.

The lovely @rebekahhah is still trawling through 30 pages worth of #NFPtweetup mentions… but, for now, here is a brief summary of the night:

72 attendees (just the ones we have a record of)
3 sponsors
1 great venue: The Westgate Room at Breast Cancer Care
Lots of questions and comments via #NFPtweetup
1 comic genius (@robmydyson - that's you!)
1 great pub full of NFP people: The Lord Nelson
Lots of beer and socialising
1 amazing pub cat: Harry 
1 very long, but excellent, day!

And one final thank you to the other people who helped to make last night possible: @britishredcross @merlinuk @unicef_uk @whizzkidz @bccare @JustGiving @becauseitsgood @NoonanMedia

We’ll be posting an NFPtweetup blog on Monday and don’t forget to look out for our NFPtweetup survey so you can tell us how to make the next one even better.  In the meantime, if you haven't already, check out this great round-up from Jon Waddingham on the Just Giving blog.

Rachel & Teri