As an industry that is based largely on interactions with physical sites or events, Covid-19 has hit the heritage sector hard. And while efforts have been made to provide financial support during the crisis, one aspect has suffered particularly: the direct connection to our visitors and members.
The digital communication chasm
Having to close sites and cancel events naturally has a direct impact on finances, and a third of third-sector organisations and community groups are concerned about surviving the summer. But the loss goes beyond the immediate numbers. Many heritage organisations, unused to doing a significant amount of their outreach online, have not stayed in touch with those audiences they rely on so heavily for support.
And I’m not talking about a solitary email saying ‘sorry, we’re closed’, or a lonesome post expressing the hope that your members will not cancel their memberships in this critical time. I’m talking about real, human connection which is meaningful and keeps the audience engaged – albeit digitally.
In many ways, it’s not surprising that the heritage sector (with the exception of some notable, large players with budgets and un-furloughed marketing staff) has gone quiet in the last few weeks. As a whole, the sector was largely unprepared for life in the digital age even before the lockdown restrictions hit. On top of that, volunteers had to stay at home just like visitors did, and the audiences that used to be so easy to talk to on-site or at an event suddenly feel very far away.
But as the country gradually opens up and we’re approaching a summer of staycations and local tourism, it’s more important than ever to reconnect to your membership and would-be visitors – AND to remind them that without their support, the site, society or event they love is in danger of disappearing for good.
You may have concerns
Yes, your members are likely to have other things on their mind than your organisation or charity. They will be caught up in the big and small problems of their own lockdown life. Some may even be worrying about finances. Their emotional and financial priorities will be different to what they were back when everything was ‘normal’.
That doesn’t mean that they aren’t desperately looking forward to doing something fun again, to feeling connected to other humans and the wider world. Altruistically, they may absolutely want to support you – but first and foremost, they want to do something that’s good for THEM. If you can focus on the benefits you bring to your members and visitors, asking them for support feels more like a balanced exchange of value rather than sleazy solicitation.
You will also have noticed that calls for help from other organisations and charities have increased as a result of the crisis. After all, everybody is in the same boat. But staying quiet in order to not be offensive, to not be another one of those people who asked for something, will mean that others who DO ask will be more visible (and more successful). If you stay hidden, you aren’t giving your audience a chance to help, even if they wanted to. It is not for you to decide whether they can or want to afford it.
What is true is that people won’t care unless we (re-)connect with them in a way that is meaningful to them.
Six principles for a digital reconnecting
Meet them as humans.
Digital or otherwise, your members are people just like you. Consider how they are feeling. What do they need right now? Cheering up, a reminder that they are valued, to feel connected? Understand your audience and you’ll be able to meet them in a place where they are open to your words. If in doubt, they’ll probably feel much the same as you do right now. And you can always ask.
Connect through shared stories.
Tell them what life was like for your organisation during lockdown. The human version, the one that has flaws and fears and hope, not the injection-moulded plasticky official one. Then ask them about theirs. Ask them to share their favourite memories of your site or organisation. We are endlessly curious about each other’s stories, and the more real you can be the easier you will connect. Yes, this means you need to let your carefully constructed guard down – which is scary but oh so rewarding.
Engage, don’t fire and forget.
If you ask a question, you have to stick around for the answer. If you don’t care about the answer, don’t ask in the first place. This is as true in the digital space as it is face to face. Listening, replying and starting proper, meaningful conversations are cheap, easy ways of making your members feel valued and connected.
Talk like you would at home.
Use personal language and simple words. Say what you mean. There’s already a barrier or time, space and device screens between you and your audience, and official or technical language just puts up another. It’s OK to keep it professional, but in an emotionally charged time like this, nobody as the patience to try and work out exactly what you said. If in doubt, ask yourself: would I talk like this at home? Would I say this to a friend?
Show and tell.
You may need to ask for something. Donations, sponsorship, membership renewal, to not be forgotten. That’s OK. You need to ask so you can ensure the survival of your organisation. Your members won’t begrudge you that. It will be easier to ask if you can also show them where their money goes. What did their membership contributions buy last year? What are your plans now? How has your organisation contributed to the community, and how do your members benefit?
By asking, you are not begging. You are inviting them to contribute to the survival of something that means something to them. You are inviting them to take ownership, to be part of something greater. To be part of the tribe. It’s important to remind them of that – and of what would happen if nobody cared.
Don’t overthink it.
Especially when it comes to the technology part. What you say and how you say it is much more important than whether it came by email, in a video or on a group post on Facebook. If you have your members’ home addresses, there is also good old fashioned snail mail to consider. Yes, it’s more expensive, but your audience WILL read a kindly worded letter, where they might not see your post or email.
It may feel daunting to reach out to your members after such a long time. You may not know what to say. But no conversation ever started by staying silent. If you speak kindly and from the heart, there’s nothing that can go wrong.