Media Trust has teamed up with global communications agency Edelman for this free masterclass to share their expertise on best...
Media Trust Digital Summer School
Monday 10 August 2020 - Friday 28 August 2020 10:30 - 11:30
As we emerge from lockdown into a different landscape, charities need to remind their stakeholders why they are relevant, how the crisis has affected their beneficiaries, how their priorities may have changed, the policy re-set they are campaigning for, the new funding they need and what they’re going to spend it on.
This is a critical time for charities to re-position themselves, re-engage with stakeholders, and re-ignite support for their cause and their work.
That’s why we’re launching Media Trust’s Summer School for charities, which will focus on digital communications as we move into the Covid-19 recovery phase.
Media Trust’s Digital Summer School is a three week online programme.
We’ll be partnering with digital and charity experts from our media industry partners and organisations such as Digital Boost and Reason Digital to provide expert training and mentoring.
Live Virtual Training
Every Tuesday and Thursday morning of each week of the programme, there will be a 90-minute presentation by a media industry or charity expert on the digital communications theme of the week.
Every Thursday afternoon of each week of the programme, charities will be invited to meet in small groups for a group mentoring session led by a digital mentor. These sessions which are expected to run for between 60-90 minutes will allow charities to explore the week’s topic in more detail, process their learning, share challenges and get advice relating to their specific charity.
All charity participants will have access to free guides, pre-recorded webinars, toolkits & other resources to build their learning throughout and beyond the Summer School
Week by Week Themes
The programme will run across three weeks with each week covering a different theme:
Week 1: RE-POSITION (10-14 August)
What you stand for
How to remind your stakeholders what you stand for and re-position your charity in a post Covid-19 world
Grow your audience with data
How to use data to better understand, target and engage your audiences
Week 2: RE-ENGAGE (17-21 August)
Creating cut-through digital video content
Video content is now expected of charities. How to tell your story and re-engage your target audiences by creating video content that will cut through
How to develop a manageable content plan that brings your work to life and builds in analytics to show it’s working
Week 3: RE-IGNITE (24-28 August)
Asking for support
With the crisis, a lot of charity fundraising has had to shift to digital. Gain insights and practical tips to re-ignite support and boost your fundraising online.
The programme schedule for each week will be:
Pre-recorded learning sent for home study
Live virtual training 10-11.30am
Homework, 20 minutes – you’ll be set a task related to the theme of the week to help implement the learning and take it forward. This will be self-led.
Live virtual training 10-11.30am and digital mentoring 2-3.30pm
Meet your trainers
Sophie Chaytor-Grubb is the Social Director at adam&eveDDB. She’ll be leading the ‘Communicating what you stand for’ session alongside colleague Paulina. Sophie has worked across clients to ensure each brand’s content and strategy maximises its potential across social and digital channels.
Mara Dettmann has been with BBH for over three years. She’ll be leading our ‘Content Planning’ sessions alongside colleagues Saskia and Alexa. Mara manages Editorial at BBH and consults across accounts for projects and pitches. She also helps develop campaign strategies based on data-driven insights and holistic customer journey analysis.
Alexa Dorobantu has been at BBH for 5 years as a Senior Data Strategist working closely with the agency’s planners across a range of clients. She likes pies, especially pie charts and on a daily basis, she is using data to amplify creativity, to get to the very best creative ideas for brands that she works for. Alexa will join her colleagues Mara and Saskia for our ‘Content Planning’ session.
Co-founder of Reason Digital an award-winning digital innovation agency, author of The Digital Fundraising Book and overall expert on charity digital communications, Matt Haworth will be leading our ‘Asking for support’ session to help charities enhance their digital fundraising and re-ignite support for their charity.
Joining colleagues Mara and Alexa for ‘Content Planning’ is Saskia Jones who started her career at digital agency Deep Focus London, where she cut her teeth on clients such as Tesco Mobile, Renault & Sky. During her seven years at BBH, she’s been the strategy director for clients including Tesco, Burger King and Samsung. In addition to this, she has led the digital data & insight team and helped to lead BBH Live, BBH’s social content unit.
Leading our ‘Grow your audience with data’ session is Jessica Maunder, Director of Training & Development within the Advertising Consultancy team at Merkle EMEA. Having previously managed programmatic campaigns, she now works with the specialists across the business to develop engaging, interactive and impactful training for clients. Her experience has contributed to successful training programmes for global brands, including Deliveroo, Tesco Mobile and Danone.
Multidisciplinary filmmaker and consultant with over 10 years’ experience, Nick Street will be leading our ‘Creating cut-through digital video content’ session during week two of the programme to help charities re-engage with their stakeholders. Nick has produced and directed films for the likes of the Natural History Museum and British Red Cross and has experience training and supporting first-time filmmakers through Media Trust.
Paulina Thompson is Planning Director at adam&eveDDB – leading strategy on clients such as Virgin Media and International Committee for the Red Cross. Paulina has direct charity experience, having worked in Communications roles at Amnesty International and WaterAid. She’ll be leading the ‘Communicating what you stand for’ session alongside colleague Sophie.
Who should apply?
This programme is designed for charity professionals who:
- Have responsibility for the day-to-day management of their charity’s digital communications
- Have a good understanding of how social media platforms including Twitter, Facebook, Instagram and Websites work (this is not a beginner course)
- Have the support of your senior leadership to innovate the way your charity uses digital to engage your audience
- Are passionate about learning new strategies and ideas to strengthen your digital communications and help your charity stand out online
- Can dedicate 5 hours a week over three weeks
Each week of the programme is designed to build on the previous week and our hope is that participants will gain from the continuity of working with the same group members for peer to peer learning and support in their small group mentoring sessions. Accordingly, we hope individual participants will commit as much as possible to attending the full three-week programme. Where this isn’t possible because of holidays, caring responsibilities and/or heavy workloads because of reduced teams, you can nominate another colleague from your organisation to attend in your place. Please let Media Trust know in advance if you will be rotating in another colleague for any sessions by emailing email@example.com.
Cost to Charity Participants
Micro and small charities (less than £1m annual turnover)
Medium charities (£1m-£5m annual turnover)
Large charities (£5m-£10m annual turnover)
Super charities (£10m+ annual turnover)
- As a charity ourselves, we understand the financial pressures facing civil society organisations at this time which is why Media Trust is highly subsidising the programme.
- Applications will close at midnight 30 July.
- We can only confirm your place on the programme following payment. To guarantee your place, payment must be made via Eventbrite when registering with either a Credit/Debit card or PayPal. To discuss other payment options, contact firstname.lastname@example.org