Dialogue and involvement of constituency
To increase dialogue with and involvement of our constituency, War Child invested in online and social media. In 2012 War Child redesigned www.warchild.nl. The new website realised a 20% increase of visitors and 40% increase in funds raised, which was according to plan.
Further development of social media and web care met its targets as planned. Facebook had 400 new page likes on average each month in 2012. At the beginning of 2013, our Facebook page had 2,500 active users per month and an average reach of 36,576 people reading or contributing each month. On average, 788 people were talking about our pages or our Facebook posts each month. We had 257 new Twitter followers per month resulting in 10,066 unique followers in 2012 compared to 6,982 in 2011.
Open communication of results
To be more open and improve communication of our results, War Child took some actions in 2012:
- Communication of results published in the Annual Report 2011 was extended through the successful use of Facebook and Twitter. On Facebook 28,925 people read a message from our annual report within two weeks. In total the 20 messages were read 132,000 times and got 500 likes.
- We started piloting 24/7 reporting on Pif-World open source community. This was not successful because content wasn’t refreshed regularly so no community building took place. The project will be re-launched in 2013 after integrating lessons learned, such as ownership and dedicated capacity in the War Child projects that participate.
- In 2013 project evaluations will be published on our websites as soon as they are available.
- In 2012 we decided to further increase communications of lessons learned by giving them a more central place in the annual report and on our annual report website.
- As defined in our Communications Strategy 2010-2015, War Child uses storytelling as the main strategy in all our means and events to communicate the impact of war on children and War Child’s response to it. Especially on our websites many stories of children, written and filmed, are published throughout the year.
Meeting our constituency in person
Complementary to the online approach, War Child invited partners from the SME segment, business ambassadors and individual private donors to meet us at small scale personal events, such as a Friends meeting at War Child’s head office, with presentations from field staff. Special tickets for the Doe Maar for War Child concert, a small scale, intimate concert were especially available for Friends.
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