We charity workers are part of the lucky few involved in helping improve people’s lives as a day job. It should be easy for us to inspire, inform and interest the public. Yet by-and-large, companies that make trainers or yoghurt are beating us hands down at online engagement.
The single biggest reason most charities fail at being relevant to a wider audience is that their comms focus on the organisation, and not the cause. People are interested in you not for your campaigns, not for your CEO, not for your sustainability headaches, but for the subject you’re involved in.
Writing things people want to read about this cause is key to being found, and to be engaging and valued. Interest is the currency of the Internet.
Only you can know what kind of articles, newsletter stories, tweets or videos are likely to attract the right kind of people to your organisation. Be brutal, ask “if I didn’t work here, would I want to read this?”
If you can commit to putting on article online that focuses on your cause, and links your organisation to it second, you’ll see a month on month increase in your traffic as search engines pick up on the content, people share links to it, and check back next month for something new.
It can be hard to come up with ideas for content that will appeal. Think about who your audience is, and what about their situation, needs or interests might lead them towards your cause and organisation. Taking a half day out to bring together staff, volunteers and supporters to brainstorm can give you content ideas for years worth of articles in a matter of hours. If you’d like our help to run a content workshop, or to find someone who could write content for you then get in touch with us.