Ideally, the result of communication with the audience should be a key action: make a donation, subscribe on social networks, go to the site, etc. The Telegram channel about stbemu codes is not suitable for all tasks.
Sometimes NGOs use Telegram to drive traffic to a website or other external resources.
“If you are not the media, then I do not advise using Telegram to attract an audience to the site. You will have some traffic, but you will spend too many resources. To achieve this goal, a lot of content should be published on the site every day,” explains Vitaly Samolet.
Also, the platform is unlikely to help to greatly increase coverage: narrowly focused topics are not in great demand. Outdoor advertising or participation in major events will help attract more audience.
In Telegram, you can increase the visibility of NGOs by interacting with other channels and publishing expert information. It is important that it be presented in an understandable language, so that even those who have not heard about the third sector can become interested in the activities of NGOs.
Photo: Maxim Kuznetsov / Photobank Lori
One of the most promising areas is the strengthening of a personal brand. In this case, the Telegram channel will rather look like a blog of a director or an expert who talks about the work of an NGO or his topic on his own behalf.
Also in Telegram, you can promote the issues of NPO activities. You can create a channel for an event that the NGO hosts regularly, such as an annual forum.
The most popular direction is the solution of “pains”. The largest Telegram channels of the third sector – Kapitan Grantov (13 thousand subscribers), Fundraising Lifehacks (2.7 thousand subscribers), Vacancies at Valera’s (1.9 thousand subscribers) are channels with useful content.
An NPO can collect and publish materials from various sources and make useful collections. Vitaly Samolet believes that now the third sector is most interested in reading about finance, salaries, burnout and communication, but you can also promote your own field.