Activity in: Grabbing Attention
I would personally argue that the second wing of Grabbing Attention is the most important and most challenging, especially for a small non-profit. Since The Dragonfly Effect was originally published in 2010, much has changed in the way of social media advertising and that is very apparent in the above exercise.
We use Facebook, Twitter and Instagram the most, with occasional posts on LinkedIn. We can definitely improve our cross-channel communication (ie: Tweet about our Facebook page). We are also working within the global ShelterBox community to create a concrete brand awareness strategy and ensuring cohesive communication and consistent brand messaging. We only have used advertising organically and I think having an updated section on the use of paid advertising in The Dragonfly Effect would be incredibly useful for organization’s today.
The idea of respecting our supporters’ time is not something that I have though about much admittedly. Focusing on how easy it is to volunteer or how simple it is to share our message is a great tactic for our audience.
The final question which asks if you have used image or video to reach out to prospective users is probably the most outdated. In today’s social media climate, images and videos are key to grabbing attention. We are working closely with our global network to get imagery and video content from the field to share immediately with our supporters so they can see the direct impact of their support. For us, video and imagery are key to sharing our message and we have of course shared this to prospective users.
