It’s D-day


Today is the day that the digital revolution begins at the National Osteoporosis Society.

As communications manager three months in post I’m now setting myself a digital challenge – and I’ll be using this blog to document the process and hopefully get some people interested in the charity along the way. Maybe you can offer me advice? Or perhaps my experience will inspire your own digital evolution?

So, let’s get started…  From this day on, digital communications are going to be at the heart rather than the periphery of everything we do. That’s not to say that we are in the dark ages here at the National Osteoporosis Society because solid foundation stones have been laid in the shape of:

  • a functional and informative website (netcommunity linked to raisers edge)
  • facebook and twitter following (but not a lot of conversation)
  • newsletters going out to special groups (but we don’t have a general interest one for visitors to the website to subscribe to)
  • Donate Now and text giving facilities
  • a new blog to help market our conference
  • committed enthusiastic staff throughout the organisation who are willing to learn and keen to do more, time and resources allowing

My first step is to write a digital strategy that will:

  • map out the development of social media channels and mobile communications
  • help focus our communications with well-directed content and quality conversation
  • explore ways of bringing older followers along with us on the journey rather than disenfranchising them
  • support the charity team in finding its ‘voice’ – staff need to engage with social media to help embed it in our culture
  • utilise the best knowledge and technology
  • be operationally realistic and measurable in terms of effectiveness and ROI  

This, I hope, will help achieve the following goals:

  • increase our network of new followers to help build our supporter base
  • enhance our relationship with supporters through better targeted communications
  • help the charity engage with a younger, broader audience
  • raise awareness of osteoporisis and fragility fractures
  • support our work and reputation in the political, academic and healthcare arenas
  • embed digital communications in the wider communications and strategic plan so that it is fully integrated across the charity

So, D-day is here. I’m going to London tomorrow for a Digital Strategy for Charities event, I’m reading Social Media for Social Good, following Heather Mansfield’s blog and signed up to the Guardian’s Voluntary Sector Network. Any other tips welcome…

I’m also extremely grateful to Richard Hudson from the Meningitis Trust for his time and advice. It’s hugely impressive what they have achieved with social media in the last two years. If we can do the same I will be delighted. ;-D