Five top tips to make the media work for you

I’m not what you would call a natural networker, so when Vicky Kangurs of Tabby Tiger got in touch at the beginning of 2020 to see if I wanted to collaborate on bringing Charity Meetup to Birmingham, saying yes was a bit outside of my comfort zone!

But I’m delighted I took the plunge. It’s been wonderful to meet so many people passionate about making change and to learn from so many brilliant speakers. 

Our sixth event in the series was all about making the media work for you. We heard from some brilliant speakers, including Claire Monks, Head of External Communications at Macmillan Cancer Support, and Rebecca Slater from Beck and Call PR

Here are five of my key takeaways from the event to help you get media coverage for your organisation.

  1. Start with what you want to achieve. Do you want more parents to access your service in Leeds? Or do you want more retired couples to adopt cats from your shelter in London? Whatever your aims, look for hooks and publications that will help you achieve them.
  2. Gather your stories. Stories from the people who benefit from your services, have been impacted by the issues you address, or support your cause, are key to connecting with your target audience and compelling them to take action. Back them up with facts and stats. 
  3. Define your audience. There’s a saying in comms that there’s no such thing as the general public. You are more likely to achieve your aims if you can get specific about who you need to reach. What are their interests? Where do they live? How do they get their news? 
  4. Write a compelling release. Journalists can get hundreds of releases into their inbox every day. Make sure your release passes the ‘So what?’ test, includes information relevant to the publications’ audience, and makes the journalists’ job  easy by including everything they need. 
  5. Get to know your newsroom. Building relationships is key to getting positive and relevant coverage in the media. Do some research to discover which publications and journalists cover issues related to your cause. Find out when they publish and when their deadlines are.

I would love to hear your top tips too! Share them below or on social media using #CharityMeetup. 

The Birmingham Charity Meetup takes place online on the second Tuesday of every month from 10am until 12pm. Find out more and grab your tickets to the next event.

Claire, Director, Colvine Communications

Social media tips for tiny teams

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When I worked in-house, the biggest comms team I managed was five-strong including me. Comms leaders who manage tiny teams are used to taking on big challenges with small budgets. With 82% of all charities in the UK being classed as small or micro, this is most of the sector.

Whilst I’m a big believer in not ‘doing’ social media for the sake of it, most organisations could benefit from using social media platforms to reach their goals. But, when resource is scarce, producing and implementing a comprehensive social media strategy can feel out of reach. That’s why I’ve put together these five tips to help tiny teams make the most of social media.

  1. Write a mini-plan that sets out at least your aims, objectives and target audience. If you’ve been put off social media by the task of writing a time-consuming strategy, just start with the basics. If you at least know who you want to reach and what you want to achieve, you can decide what channel(s) to use and make sure you’re posting with purpose. For me, strategies should be living documents that are used and adapted as activities and new information unfolds. Approaching it like this and taking it in small steps can be a lot less daunting.
  2. Choose one platform and do it well. Ever been told by non-comms colleagues, perhaps in senior management, that we ‘need’ to be on ‘x, y and z’ social media platforms? I’m betting yes. When you only have a small amount of resource to get going with social media, do your research and pick a platform that fits best with your aims, objectives and target audience. This tool from YouGov provides data on social media network use by popularity, fame and audience, which is a great start.
  3. Use a scheduling tool to make the most out of everyday learning. Scheduling tools aren’t just good for organising and sharing planned content, they are great for scheduling information you take in as part of your daily job. Whether you’re doing a daily scan of the news for relevant stories, or reading a new report related to your cause, keep a social media platform like Hootsuite open and schedule pieces you think your audience would find interesting or useful. If you’ve got time, include a short commentary on why they should read it or how it fits with your organisational goals.
  4. Decide how much time you can spend on social media each week and work back from there. Building an engaged community takes time, but don’t let the idea that you have to go big quickly put you off. For me, the main aim is consistency, and there is evidence that social media platform algorithms like that too. When I’m quoting for a project, I normally use half an hour per social media post as a guide. So before you decide how many times you want to post a week, decide how much time you have in reality and work back from there. If you’re realistic about how much time you can spend, you’re more likely to keep going and achieve what you set out to.
  5. Get creative with photos! Photos can be difficult to source for small charities, with issues around consent often holding up the process. Real photos of beneficiaries, events and staff are great if you can get them, but thinking more creatively about the kinds of photos you can use to highlight your cause will make sure social media activities aren’t held up. Think about taking photos of hands and feet, wildlife and pets, landscapes and gardens, flowers and vegetables, buildings and vehicles, notepads and pens – whatever fits with your messages and can be easily obtained when you’re out and about. This is particularly important for Instagram, where you don’t have the luxury of using a photo pulled through from a link.

What are your top tips for managing social media with little resource? Please share them in the comments below.

Claire, Director, Colvine Communications.

PS I am in the process of developing a new service to support tiny teams with social media. If you have five minutes, please fill it in and help me get it right.

Reflections on an anniversary


Four years ago today, I sat at my makeshift desk (a garden table in the back room of our work-in-progress canal boat) and started work. It was my first day of self-employment and the day my (now) husband and I set ‘sail’ from London to the West Midlands to start a new phase in our lives.

For two weeks, I worked as my husband drove Portobello up the Thames, along the Kennett and Avon canal and into Bristol. I tried to continue as we set off up the Severn Estuary in choppy waters, but when our makeshift wardrobe fell onto the bed where I was sat, I decided it was time to take a break. It wasn’t until we got to Gloucester that I got a proper desk and a chair. And it wasn’t until a few months ago that those temporary pieces of furniture were upgraded, as we finally finished building our beautiful watery home.

Measuring success

One thing I have learnt over the years as a business owner is that I don’t feel like a proper business owner at all. I hear others talking about their long-term business goals – I’ve got a vision and some things I want to do, but no beautifully thought out business plan. I see business social media feeds that neatly follow the latest algorithm-beating advice – I’m much more interested in promoting behaviour change campaigns than myself. I read articles about the secrets to success – things like prioritising yourself and not taking life too seriously are rarely on there. But how are they defining success anyway? They’re usually focused on wealth and influence. But another thing I’ve learnt on this journey is that success is personal, which means it can be whatever you want it to be.

For me, success is earning enough money and having enough time to do the things that make me happy – horseriding, eating out, camping. It’s about being excited to return to work after a weekend or a holiday. It’s about getting to work with people that inspire and challenge me. It’s about working on projects that push me to my professional limits and make a difference to people and planet.

What’s next?

It’s impossible to predict what will happen over the coming months and how the world will recover from the coronavirus pandemic. I’m a big fan of the Latin proverb, “Fortune favours the brave.” So, whatever happens, I’ll still be bravely working towards the life I want to live. If I’ve done only that by this time next year, I’ll be toasting my success once more.


Director, Colvine Communications

Five tips for staying motivated when you’re working from home

One of the more frequent questions I get asked as someone who works from home full-time is how I stay motivated. As more and more people are being asked to stay away from the office, I wanted to share a few tips that I’ve picked up over the last four years. I hope you find them useful – please add your own in the comments below.

1. Have a routine.

I love the flexibility that freelancing gives me. I’m not always working full-time, so I can do more of the things that make me happy – like horseriding, walking, cooking and yoga. But when I am working, I stick to a fairly strict routine to help me stay productive whilst taking care of my wellbeing.

I start work between 9am and 10am, I have an app on my phone that reminds me to take a five minute break every hour and I have at least half an hour for lunch. Routines are hard to break – so once you get into the swing of it you’ll be at your desk and ready to work without even thinking about it.

2. Give creative block the boot

I attended a ‘Conversations with Nick Cave’ event in 2019 and one of the most common questions he gets from his audience (and that came up on this occasion) was how he deals with a creative block. His answer was along the lines that he didn’t believe in it, never got it and just saw songwriting as his work, for which he showed up every day. This really resonated with me and made me think about how I deal with creative block in my work.

There are definitely times when I feel less inspired to write copy or create campaign strategies, but I do the same as Nick. I see it as work, it has to be done and I just crack on. I accept that it might need some finessing and some sparkle adding the next time I look at it, but I write and research and produce because that’s what I do. If you’re feeling stuck, make whatever start you can – you’ll soon be writing and generating ideas that you can come back to if you need to.

3. Slow down

One of the things I struggled with when I first started working from home full-time was working too hard. Not longer hours or anything like that, but working at 100 miles an hour for the time that I was sat at my desk. Coming from small comms teams in charities with limited resources, I was used to delivering at pace between managing my team and countless meetings. It meant that I always felt physically stressed when I was sat at my desk.

It still sneaks in sometimes and my body lets me know with headaches and heart palpitations. That’s why I have a break reminder app on my phone and why I try to be more mindful about the speed I’m going at when I’m working on something. Taking time to research, digest and ponder is part of the process – don’t feel you have to be producing all day long.

4. Love what you do

OK, so this one isn’t a quick fix. But, for me, it is one of the main reasons I am excited to start work most days, rarely get the Sunday blues and usually can’t wait to get stuck back in after a holiday.

Marc Anthony famously said, ‘Love what you do and you’ll never work a day in your life.’ While I don’t think that’s entirely true (work is work, after all) I do believe that loving what you do is the key to staying  motivated. One of the reasons I set up Colvine Communications was to have the opportunity to work with a whole range of amazing people and organisations that are trying to change the world. I feel lucky every day to have found them.

5. Stay in touch

I’m lucky to have long-term contracts with most of my clients, which means I feel part of a team more than when I work on a standalone project with a new organisation. Staying in touch with the people that inspire you is a huge motivator – whether you want to bounce ideas around or have a quick chat about a challenge you’re facing.

My advice here would be to have conversations wherever possible – I rarely send emails these days, favouring Slack for electronic comms and video or phone calling the rest of the time. We’re social creatures and hunkering down on your own day in day out will take its toll.

What are your tips for staying motivated when you’re working from home?

Claire, Director, Colvine Communications.

What charity means to me


I’ve been reflecting recently on what charity means to me. Since I can remember, it’s been about donating to, fundraising for and volunteering with my favourite organisations tackling the issues that are close to my heart. But as I’ve grown older, it’s become more than this.

For me, it’s about weaving small actions into my everyday life that could have a positive impact on others. It’s participating in community life – from stopping to chat with a lonely neighbour to exercising my right to vote for the party I believe will do the most to lift people up. It’s about starting conversations with friends and family about the heart-breaking circumstances people find themselves in because of poverty, war or natural disasters.

It’s about questioning ‘Why should I care’ attitudes and encouraging people to explore their prejudices with the aim of changing hearts and minds. It’s about shining a light on our shared humanity and encouraging people to recognise our similarities rather than our differences. It’s about using these conversations to ignite our compassion for those who are suffering in our own communities and on the other side of the world.

But most of all, it’s about recognising that we all have the power to make a difference. It’s about believing that if our small actions make just one life better then that’s still a win – and that those small actions can create wider-spread change when performed by the masses. We can’t all be a Gandhi, a Mandela or a Thunberg. But we can channel the passion of those who inspire us and use it to make life better for others in our small corner of the world.


Director, Colvine Communications

Love ALL your metrics

Vanity metrics

It’s always interesting (and often funny) to see the trends and terminology that fall in and out of favour in comms over the years.

One of those is the notion of ‘vanity metrics’ – the assertion that likes and follows (for example) aren’t worth the pixels that they’re programmed on and that engagement is king. But I am inclined (in essence) to disagree.

I believe that you should love ALL your metrics and that the key to a successful social media strategy is understanding the value of each of them and aligning them with your organisational aims and objectives. In practice, this may mean that…

  • Every Facebook page like will not lead to a donation but building a sizeable Facebook community of people interested in your cause might be integral to your fundraising strategy.
  • Every Tweet like will not lead to taking action on a campaign you are running, but will help indicate whether your message is resonating with people, which is critical at the testing stage.
  • Even if size doesn’t equal absolute success for you, far-reaching social media communities can be attractive to corporate partners, which may be key to your business development plans.

Do you love all your metrics? I’d love to hear from you.


Director, Colvine Communications

Three top tips for effective storytelling

Words "Once upon a Time" written with old typewriter

Stories can connect people in ways that other words can’t. When events are happening far from home, stories highlight our shared humanity. When statistics become meaningless, stories give them faces. And when problems feel out of our hands, stories empower us to be part of the change.

People – and their stories – are at the heart of organisations that are working to change lives, which is why I’m passionate about helping them to tell the stories that matter. Whether you’re new to storytelling or you’re looking for a quick refresher, here are my three top tips for telling effective stories:

  1. Have a genuine conversation. When you’re interviewing, jot down a set of questions you want to ask but leave room for tangents – they often provide the details that bring a story to life.
  2. Get emotional. I love and live by this quote from author Indra Sinah: “Don’t start by writing, start by feeling. Feel, and feel passionately and the emotion you feel will come through the spaces between the words.”
  3. Let personalities shine. It can be hard to let go of organisational style and there are obviously some cases where you shouldn’t, but make sure you’re flexible enough to let your story-owner’s personality shine through.

Have you seen a great piece of storytelling from a non-profit? Or do you have a top tip to share? I’d love to hear from you 😊

So much more than information sharing


As part of our Does comms need a rebrand? series, I’ve been interviewing fellow comms folk to showcase the unique talents, backgrounds and experiences of people working in the sector.

Jo Dodd is Communications Officer at Peace Direct – an international charity dedicated to supporting local people to stop war and build lasting peace in some of the world’s most fragile countries.

Here’s what we talked about…

What was your journey into non-profit comms?

This is my first job out of University, so my journey has only just begun! I discovered a passion for non-profit comms while I was still studying – first through a summer internship at an NGO in Guatemala and then by setting up an initiative with some friends to celebrate refugees settling in Edinburgh.

How would you describe what you do to a friend of a friend you meet at the pub?

I find it hard. There is so much to the role, especially when you work in a small team. I usually end up rattling off a list of responsibilities! When I think about it now, I would like to say something like, “The comms team is responsible for crafting the organisation’s public image.”

How would your partner/best friend/parents describe what you do to their friends?

My Dad once said to me, “We all communicate, what is your job?” These days, I think he would say PR – it seems to be the bit people get the most and what they typically associate with comms. Because it’s hard to describe exactly what I do (as it varies so much day-to-day), I often talk more about the organisation than the role.

What is the best thing about working in the sector?

It’s got to be the opportunities you get to learn new skills. My role is hard to describe because it’s so varied – but that’s one of the things I absolutely love about the job. Working in a small non-profit means you get to experiment with communicating in so many different creative ways – I’m currently working on projects including comic books, animation, videos and blog articles! No one day is the same.

What (if anything) is not so enjoyable?

The things I love about the role are probably the most challenging as well! Being ‘on call’ for anything that needs comms input and having to prioritise that alongside ongoing activities can be hard. You’re also expected to be creative 24 hours a day – I love that people value my creativity but when you’re not in that mindset it can be hard to pull it out of the bag!

What one quality do you think all comms people share?

I’ve found that people working in non-profit comms tend to be quite humble… though I wouldn’t put myself in that category! The reason I say that is that you don’t get recognition for your work in the sense that you’re a bit of a ghost writer, producing comms on other people’s behalf. This can be a bit disheartening – you don’t get to build your profile and showcase your talents like in other creative professions.

What are you most proud of in your career?

That’s quite a hard one…I think it would have to be the refugee initiative I mentioned earlier. We matched refugees living in Edinburgh with local artists to help them tell their story. We wanted to help people understand the challenges faced by refugees, to spark understanding and empathy. It was quite a unique project at the time, but even though now there are lots more amazing organisations supporting refugees across the UK, it is still going strong.

If someone asked you how they could show the value of comms to their board, what advice would you give them?

I think it’s important to show the integral role that comms plays in an organisation. Imagine if we took the comms team away – how would this impact on our outputs, our public image or – importantly – the people we support? Once we understand this ourselves, we can convince others too.

Do you think comms needs a rebrand?

Yes! But I’m not sure how… bringing together different voices of people working in the sector would be a good start. And finding a concise way to describe what we do – both as a sector and in our individual roles. We need to get better at our elevator pitch and be proud of our achievements. We need to show that comms is so much more than information sharing – it’s key to making change.

If you work in non-profit comms and would be up for a chat that would be published here, please get in touch