Coronavirus: Best practice for communication and outreach

Across voluntary and private sectors, coronavirus has forced leaders to make their position clear to both internal and external stakeholders – a real test of outreach and communication skills for charity digital leaders. Many charity leaders may also want to plan for any unforeseen circumstances. Taking a proactive approach to outreach and communications, we’ve put together best practice tips on outreach and communications.

Charities can hone a balanced digital media and outreach strategy

Best practice for digital communications and outreach includes getting a strategic mix of owned, earned, paid, and influencer marketing. According to Forbes magazine, digital communications and outreach strategies start with considering integrating efforts related to:

• Owned media – including charity websites and online properties controlled by charity digital leaders;
• Earned media – those likes, shares, reposts, views, and coverage by third-party sites; in other words, media that charity leaders generate organically;
• Paid media – paid promotional content, paid for marketers, adverts and SEO content

The combination of the media outlets can underpin charity digital media and outreach strategy, as each type should reinforce the same message. Equally the split between media types ensures that charities cover most digital grounds.

Planning for extraordinary digital communications

For charity digital leaders looking to brush up on communications strategy, the coronavirus pandemic and lockdown is an opportunity to develop or enhance emergency and ongoing digital communication plans. Online resources are available to help charity digital leaders draft plans. The CharityComms website features a digital toolkit and template in preparation of communication emergencies.

Rallying to raise the alarm over the disappearance of funding due to the coronavirus, charities have issued emergency appeals for funding. Charity digital leaders issuing online statements have been brave and honest: “We have been reassessing our budget forecasts and frankly the impact of the coronavirus on us is going to be big and will last for a while. The vast majority of our income comes from events and travel. We run our own events, including pub quizzes and walking tours for tourists, sold through Air BnB, and fundraise at UK music festivals," said a representative of Child.org.

Other charities have taken a similar digital communications approach to the emergency. Age UK Camden has set up an emergency appeal for users of its befriending services – essential for older people living alone, the service provides support for those in isolation. The online appeal has been honest and direct in asking for help. During an emergency, successful digital communications are genuine, ensuring supporters have a clear picture of how to help.