How #charities & #socialenterprises can create great #socialmedia content (30 pages)

on a budget • creating great content with limited funds

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How #charities & #socialenterprises can create great #socialmedia content

26

On a Budget

Creating great content with limited funds

Blogs

Blogging is one of the cheapest ways to generate and
distribute original content. There may be some costs
associated with building a blog into your existing website,
but these should be minimal. Nowadays, backend blog
management and analytics software, like WordPress and
Google Analytics, is either free or cheap (not to mention,
easy to use). For those smaller organisations with no
website or absolutely no budget, creating a bespoke blog
on a site like Tumblr is free. In fact, the only real cost
associated with blogging is time: the time to write and
distribute a post and the time to manage and learn from
your analytics.

Pictures

Sharing photos is an easy way to incorporate engaging,
user-generated content into your campaigns or daily
social media activity. Nearly every type of mobile device
(e.g. phones, tablets, etc.) now comes with a camera, and
the popularity of photo sharing apps such as Instagram
means you can instantly share unique images that reach
audiences across several platforms. Taking a picture of
something as simple as one of your volunteers in action
can be compelling for the right audiences. Additionally,
pro-actively asking your followers to share their photos
with you on social media includes them in your activities
and gives you a bank of original content at no real cost
(other than time).

Videos

Though a bigger budget may help you produce a
more polished video, the most important aspects
of a successful video are actually authenticity and
storytelling. You can tell an interesting and original
story by filming from any smartphone, digital camera
or an inexpensive flipcam. Nearly all computers now
come with basic video editing software; and even easier
to use is YouTube Editor, which, though quite basic, has
the tools to help you create a succinct and compelling
video. Creating one or a series of videos using these
tools keeps your YouTube channel updated with fresh,
engaging content and provides great material for your
website, blog, and other social media channels.

Apps

Apps often require some budget to produce. However,
there are ways to reduce the costs. When designing an
app, create a roadmap for it and develop it in phases.
Ensure that you know what you want your app to do and
that you understand who your users will be. You also
want to make sure that the app will have some unique
features in order to set it apart from the thousands of
apps already available. The first build should be the app
in its most basic form, this will help keep costs down
and allow you to test how users respond. Sites that
offer free services, like “Mobile by Conduit,” can help
you get started. Based on your users, develop for only
one platform at the beginning (e.g. iOS, Android). Plan
to add additional features later as feedback comes in.
Once you’re happy with the basic build, shop around to
see who out there can build on what you’ve already done
for the best price.

T

his guide features some great pieces of content from organisations with widely
different budgets and resources. Given that most charities and social enterprises
don’t have much income to invest in content creation, we wanted to explain how, even

with a limited budget, anyone could create any of the four types of content we highlight.

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