How to serve as a digital ambassador

Championing a charity cause isn’t done just in person. Over the Internet at large, more and more personalities rally for charities. Formally some organisations are appointing digital ambassadors for their brand.

The question is, what can digital ambassadors actually do for your image and audiences. Here, we take a look at how to serve as a one, and what to look for.

What ambassadors do on social media

Exactly what an ambassador does varies by the nature of their appointment. To start, charities should devise a strategy around their objectives. Is reach important? Fundraising? Followers? Service delivery?

Once objectives are defined, clarify what the ambassador persona looks like. Audience segmentation may be important because key people may be part of your existing crowd.

Ambassadors, like volunteers, should have clear-cut roles and responsibilities. For some, that means posting charity content regularly or helping to fundraise.

The Social Factor, a consultancy firm, offers advice on recruiting. They suggest using both owned and paid media to target participants, so that you can engage quality candidates.

Once found, be clear about what your ask – whether services are needed as a one-off or over the long-term. Leaders  might also want to discuss with potential ambassadors the frequency and type of content they are expected to post.

High-profile ambassadors already ‘do’ the talking

In 2021, the Red Squirrel Survival Trust appointed Dani Connor Wild, a young British wildlife social media darling as its ambassador. Of the role, the charity says: “Increasingly social media is being used to share important messages and causes now, particularly with younger generations, and already Dani has demonstrated her incredible grasp of both conservation and digital media. She will be a wonderful way for us to engage new and larger audiences in the plight of the iconic species in our own country.”

Dani’s appointment is the result of a passion she already has – her prolific posting of red squirrels were already in existence before the collaboration. What benefits the charity is her media personality broadcasts on YouTube, Facebook, Twitter, Instagram and TikTok.

What makes Dani successful isn’t just that her platforms are on popular social media sites, but that she’s already established as a campaigner. For more on socials, check out our podcast on social media for charities:

Ambassadors create fun and engagement

Excitement, fun, and enticement are some of the feelings that ambassadors generate. To do this, they create content that makes audiences feel good.

At Buckinghamshire New University, spokespeople are recruited for their ability to generate amiable and engaging content. The university asks that students share experiences and culture across Spotify, TikTok, and their websites. The aim of the programme is to showcase what students do, and what life outside and inside courses looks like.

Our top tip here for charity digital ambassadors is to create interactive content. By asking followers to like, share, and spread the good news, charities can increase reach.

They have their own personalities

Serving as an ambassador doesn’t mean you have to be one of many. Remember, when online, one can take on a new persona.

Aero is one big personality that helps Hearing Dogs for Deaf People raise funds. Over Twitter, the four-legged ambassador gets the word out on events and fundraising opportunities.

What makes Aero so successful is identity that comes across. Aero is constantly photographed with other animals and is delightfully found in all environments. His cute brown look is adorable, which helps audiences connect with the cause. 

When pitching for an ambassador role, uniqueness counts. Even non-human personalities can have huge followings, so get creative when thinking about who can represent the charity.

Be part of essential services

Ambassador roles are fun, unique, and engaging. But they can also provide services to beneficiaries. Ambassadors do perform a number of roles, including giving advice and connecting people directly with the charity.

At Kensington and Chelsea Council, digital ambassadors have an active role. They serve to spread awareness and skills across the borough, with a special focus on three main tasks:

• Teaching someone how to use Google
• Setting up Zoom or WhatsApp
• Helping someone with an online hobby

The programme helps residents overcome technological barriers, with ambassadors playing the feature role. 

Other major charities also use ambassadors as part of their service delivery team.

The NHS App Ambassador programme helps the NHS get the word out on what the app is for and how to use it. Spokespeople are featured in social media content and materials, so that patients can use the app instead of meeting in person. Ambassadors showcase how the app helps those who need regular care, how to book appointments and manage prescriptions. For the NHS, the ambassador programme reduces pressure on staff.