Nonprofit organizations in the service sector advance causes that make our world a better place. But because they often do so with limited resources, spending decisions are made with thoughtful consideration. After all, every dollar, pound, or euro spent helps a person in need!
Investments in new technology often have a significant impact on nonprofit budgets. But the right solution can create operational efficiencies that extend the reach and impact of an organization's work — and offset the initial cost. Let’s look at how Widen customers are using our digital asset management (DAM) system, the Widen Collective®, to do just that.
DAM and desired outcomes
A DAM solution allows organizations to manage, find, and distribute digital assets from a central hub. It ensures all teams and partners have secure access to the content they need to deliver meaningful experiences.
With limited budgets, nonprofits need to be able to deliver a return on technology investments quickly. One way to accelerate this time to value is to tie the technology to a set of manageable and measurable desired customer outcomes that can be improved over time.
For nonprofits, these outcomes often include: the ability to organize content in one system, monitor content effectiveness, and ensure brand consistency. And each supports a range of benefits.
Organize content in one system
Technology that creates operational efficiencies can help lean nonprofit teams do more with less. By combining various siloed storage locations into a single, searchable repository, DAM systems reduce the time teams spend looking for files, support collaboration between remote stakeholders, and help organizations adapt to changing conditions.
YMCA England & Wales uses Templates, a design tool within the Collective, to further coordinate efforts across creative workflows. Each YMCA location has its own events and initiatives, and Templates allows anyone (designer or not) to easily find specific brand-approved collateral in the DAM system and adapt it to reflect their needs. Their senior officer of brand and marketing explained, “I now have a tool that I can use to create all of these materials, create an editable portion so that they [YMCA staff] can change the date and location — but the rest of it is completely aligned with the event structure and the brand that goes along with it.”
Monitor content effectiveness
DAM systems include analytics tools that capture asset activity and clarify who is using content when, where, and how. This data helps nonprofits identify opportunities to reuse and repurpose the best-performing assets, and extend the value of that content.
Kent Scouts uses the Insights application in the Collective to create dashboards that track this activity. Now, instead of starting from scratch each time, they leverage elements from existing assets in new ways. Their digital media manager shared, “Using our account analytics [Widen Insights] we can get a feel for the popular downloads and track asset usage. This helps us to focus resources and increase the choice of the assets in line with the demand.”
Ensure brand consistency
Without strong brand awareness, nonprofits are constantly fighting an uphill battle to attract new donors, sponsors, and partners. A DAM platform supports the creation and distribution of on-brand materials across geographies, and helps nonprofits ensure their message is coordinated at every audience touchpoint. This brand consistency builds trust.
DNDi uses the Collective to craft impactful, unified stories about their brand and mission. Their digital content officer said, “Whether we’re creating a brochure or trying to find a video, the Widen Collective has really bolstered our storytelling. Even when sharing photos with partners and journalists, our DAM solution has equipped us to disseminate assets in a quick, secure way, resulting in higher quality content.”
Maximizing the return on investment
In addition to accelerating the time to value for new technology, nonprofits also need to maximize the return on these investments. Key strategies to achieve this include:
1. Quality over quantity: In preparing for the launch of a new DAM solution, it’s wise to focus on the core assets that most users regularly need. As system adoption expands, so can the scope of content in the system.
2. Training: It’s impossible to overstate the importance of explaining the value of the DAM platform and how to use it. Live training sessions, user guides, and resources in Widen University are ways to showcase system benefits and nurture on-going user engagement.
3. Seek continuous improvement: Analytics tools can help teams make data-driven decisions around on-going adjustments to metadata, upload profiles, and permission structures. These changes can improve site search, enhance the overall user experience, and even identify opportunities to integrate the DAM system with other marketing technology (martech) tools.
With more limited resources than private sector companies, nonprofits can rely on DAM technology to refine processes, stretch every penny, and amplify their work in real and meaningful ways. To learn more about how the Widen Collective can support your unique brand and mission, today!
Note: This article was originally published in November 2015 and has been updated to include additional information and customer examples.