Presented at NCVO's Trustee Conference on Monday 11 November 2014. The presentation was by Elizabeth Chamberlain, NCVO, Rosie Champan, BPRC Associates and Phillip Kirckpatrick, BWB. These slides provide the context in which charities currently operate, and talk about what measures can be taken to ensure organisations can be transparent and stand up to scrutiny without fear of anything going wrong. To learn more about governance: http://www.ncvo.org.uk/practical-support/governance To find out about NCVO's Trustee Conference: http://www.ncvo.org.uk/training-and-events/trustee-conference

1. PM5: Social media for trustees
#TRUSTEECONF2014
Vicky Browning, Charity Comms
Zoe Amar, Director, Zoe Amar
Communications
Deborah Alsina, Bowel Cancer UK

2. 10 Cs of social media
* CharityComms
* A confession
* Some cursing
* A caveat
* A caution
* A chart
* Some cats
* Some comfort
* A challenge
* Collateral

3. About CharityComms
Our vision
Our vision is for effective and inspiring
communications to be at the heart of
every charity’s work for a better world.
Our purpose
We improve the standard of
communications and champion its role
in the sector. We represent, support,
inspire, connect and inform our
members and the wider charity
communications community.

4. A confession
I am a social media curmudgeon

5. Some cursing

6. “It reminds me of a stinky old pub. In the corner
would be this slightly disgusting old man who sits
there all day, every day. If you went up and talked
to him, you’d get the kind of grumpy, horrible,
moldy, old meaningless crap that you read on
Twitter.”
Helen Mirren

7. A caveat
Social media matters – get over it

8. A caution
Social media is (just) another communications
channel: normal rules apply
* What do you want to get out of it?
* Who are you talking to?
* What do you want to achieve?
* How much time can you give?

9. A chart: the social media landscape

10. What the different social media channels are for

11. Some comfort
It’s not as scary as you might think

12. A challenge
Do some homework, take a deep breath and
have a go

13. Collateral
CharityComms’ Guide to Social Media for Charities
charitycomms.org.uk; Techs, thugs and %*&$ing trolls
CharityComms’ peer support scheme
@CharityComms

14. Thanks for having me
Vicky Browning
Director, CharityComms
charitycomms.org.uk
@browning_vicky

15. Why is this important?
• Almost half the boards of the UK’s largest public companies have
not discussed their social media strategies in the past 12 months
• Only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014

16. Is your board ready for the next #icebucketchallenge?
Why is this important?
• Almost half the boards of the UK’s largest public companies have
not discussed their social media strategies in the past 12 months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014

17. Is your board ready for a social media crisis?
• Almost half the boards of the UK’s largest public companies have
not discussed their social media strategies in the past 12 months.
• And only 7 per cent hve discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014

18. • Almost half the boards of the UK’s largest public companies have
not discussed their social media strategies in the past 12 months.
• And only 7 per cent hve discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
Isn’t my CEO on Twitter?
Last year a Weber Shandwick
study predicted a 50% increase
in CEOs on social media by
2018

19. What about transparency and social media?
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014

20. 5 challenges for charity trustees- and how social
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
media can solve them

21. Challenge no 1. “How can our board communicate
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
better?”

22. Challenge no 2. “How can we keep our board up to
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
speed?”

23. Challenge no 3. “How can trustees help promote my
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
charity?”

24. Challenge no 4. “How can I make the most of my
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
board’s contacts?

25. Challenge no 5. “How can we recruit more diverse
• Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014
trustees?”

26. • Almost half in the past 12How can tyristees us months.
• And only 7 per cent have discussed it four times or more in that
period
• As many as one in three says that social media strategy is
unimportant to the board, against only about one in four saying it
is important.
#TRUSTEECONF2014

27. NCVO/BWB Trustee Conference
#TRUSTEECONF2014
2014
PM5: Social media for trustees
@deborahalsina
@Bowel_Cancer_UK

28. What I’ve learned and what I gain from
using social media
- Introduction to bowel cancer in the UK & Bowel
Cancer UK
- How I started Charity – what I’ve of got right/the wrong
Year
- What I / the charity/ bowel cancer patients gain
- What you as Trustees 2013/could gain
2014
- Some examples of positive outcomes due to social
media

29. Incidence
1,156 people per year
Mortality
403 people per year
Charity of the Year
2013/2014
Incidence
2,354 people per year
Mortality
899 people per year
Incidence
3,967 people per year
Mortality
1,501 people per year
Incidence
33,218 people per year
Mortality
12,905 people per year
Bowel Cancer / UK

30. Using Social Media
Why?
- To explore ways of communicating about the
Charity of the Year
2013/2014
disease
- To understand social media & its value
- Because I was pushed!
What?
•Twitter
•LinkedIn
•Blogs (deborahalsinablog.com)

31. Starting out: conflicting advice
• Succinct policy tweets only
• Engage in conversation
• Share information
• Separate your work twitter personality from
Charity of the Year
your personal self
2013/2014
• Be yourself - ensure you are authentic
• RESULT: STRESS!

32. Moving forward:
Defining my target audience
• Those closely affected by the disease
• Supporters of Bowel Cancer UK
• People interested in bowel cancer (including health
Charity of the Year
policy experts and clinicians)
2013/2014
(Secondary: other charity professionals)
Also follow:
• News sources

33. What do I gain from twitter?
Charity of the Year
2013/2014
Insight &
motivation

34. Why does it matter

35. Neil
“The whole journey of losing a partner and best friend
is very odd. At first the shock protects you a little.
Then you throw yourself into work with unbelievable
mania just to avoid thinking about it.
Charity of the Year
Only now 10 months on has reality kicked in. The
2013/2014
loneliness is awful, the sense of there being no purpose
to anything any more is high
I am sure this is all part of the process but it is such a
painful part”

36. Shared experience
Aims to:
Charity of the Year
2013/2014

37. Charity of the Year
2013/2014
What else?
• Immediate reaction
& consultation
• Ideas
• Health policy abridged
• News in a flash
• Networking - even
gained a skydive
partner

38. What does the charity gain?
• Supporters, media case studies, volunteers
• Amplify key messages & promote
Charity of the Year
2013/2014
engagement
• A human ‘face’ rather than simply a logo
“Definitely a positive thing gives the charity a human face &
instant contact when people are most in need” Karen
“Reason I got involved” Rachel
`Makes me feel much more connected to the charity and wanting
to help you change things` Charlotte

39. Any value for patients?
`having bowel cancer or knowing someone that does can be a
lonely place, even now it is comforting. Keep up the fantastic
work!` Simon
Charity of the Year
`Patients are often in a desperate situation and you have buckets
of compassion and a huge desire to change things, which comes
across.. Is very positive effect for Bowel Cancer UK` Paul
2013/2014
`Dawn and I really appreciated your kindness and support in our
darkest hour` Dave

40. Social media: any value for
Trustees?
 Insight into the issues
 Insight into charity’s working context and key
Charity of the Year
2013/2014
stakeholders
 Understand how the charity /CEO is engaging
publically & how it is received
 Understand key messages/campaigns
 Keep up to date
 Opportunity to amplify key messages and take to
your audiences/connections

41. When it works
Charity of the Year
2013/2014

42. #Never2Young
Charity of the Year
2013/2014

43. #Never2Young: launch month
55 case studies
Campaign films – nearly 4000 plays
164 radio and TV interviews,
39 pieces of national and local press,
Substantial online press coverage
#Never2Young – used in 2,651 tweets, reaching
c.141,351 people
Website visits – Up
Helpline calls - up
Charity of the Year
2013/2014
(Fundraising campaign: £100K++ new income)

44. Charity of the Year
2013/2014

45. What does Twitter give
Charity of the Year
2013/2014

46. Charity of the Year
2013/2014
Katie
“Cancer has taken everything away from me
and I hate it. I hate that it’s making me
bitter and emotional, I hate that it’s given
me no hope, I hate that it’s made me weak
and dependant on people and, most of all, I
hate that it’s going to take me away from
my kids and family.”

47. This Morning
Charity of the Year
2013/2014

48. • In summary
• Highly recommend engaging in twitter
• Be yourself
• Define your audience & how that helps your charity
meet its mission
Charity of the Year
• Integrate it into your marketing & communications
2013/2014
strategy.
• Be clear about your twitter feed versus the
corporate account/CEO
• Don’t just broadcast, talk to people
• Don’t let it stress you out!

49. I can’t wait to:
... wake up and not have cancer as my first thought
... be able to dye my hair!
... get all dressed up and dance all night
... feel like … have the Charity 'me' again
energy to be of a better the Mummy
Year
… be able to wash my hair and the bath tub
2013/2014
not see loads of it in
… watch my beautiful little girl grow up
... experience my healthy and exciting future
Charlotte

50. Thank you
Charity of the Year
Deborah Alsina
Chief Executive
2013/2014
Deborah.alsina@bowelcanceruk.org.uk
020 7940 1768
@deborahalsina

51. NCVO/BWB Trustee
Conference 2014
Developing exceptional
governance
#TRUSTEECONF2014