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Description
In this project, we will focus on one of the pillars of the Toulcův dvůr community building process. In providing services to the general public, we are unable to effectively use digital tools in the form of regular newsletters (which are of real interest) to communicate with our target audience (visitors to the site, visitors to outreach events, volunteers). We cannot prepare interesting and engaging images or texts for the newsletter, we are concerned about working with personal data, we have no system for registering and managing contacts. The aim of the project is to prepare, set up and operate a system for distributing newsletters to our important supporters and visitors. Through these newsletters, we would like to improve the distribution of information about activities and events in our association and in the Toulc''s Court area, and to strengthen our relationships with each other (we will invite our supporters to provide feedback or contributions to our activities). As part of the project, we will prepare and set up rules for handling the personal data of those interested in newsletters. Within the conditions of our association itself, we will also improve our competences and skills in using newsletter distribution software, ability to edit photos and work with text, etc. By better informing visitors about ongoing activities, we will contribute to an increase in education and awareness of environmental topics, which we will bring to existing visitors in a more intensive form, and possibly reach new groups of visitors.
Summary of project results
The project addressed the lack of awareness of our visitors from the general public about the events prepared at Toulcův dvůr (events open to the general
public and events for the general public with registration). The project was a response to the lack of adult education on environmental issues.
Internally, the project responded to the lack of knowledge and competence of staff in the field of GDPR, the project responded to the lack of knowledge
of staff with the practical application of GDPR guidelines with taking photos at events (their transfer within the organization and use for further promotion
of the organization), the lack of use of personal data collected.
The project responded to the lack of knowledge of staff in creating marketing campaigns, content of posts, working with images and knowledge of how
to use any platform for sending newsletters.
In the course of the project implementation we had to respond to the inappropriate setup of domain work in the organisation (all member organisations and
the Toulcův dvůr organisation, i.e. the umbrella organisation, work under the same domain). A significant challenge was setting up a server for sending
emails from the subdomain and including newsletter sign-ups on the organization''s website.
Thanks to the project, another channel of information to the general public (beyond the web, FB, bulletin boards, local press, etc.) was implemented.
Our visitors got the opportunity to get information about the current events at Toulcův dvůr.
Recipients of the mailing are educated on environmental issues (within one ecotype, directly mentioned in the newsletter and also linked to other eco-tipes
from the respective month). Thanks to the project, the current mailing is directed to volunteers (who have expressed interest when signing the attendance
sheet at a volunteer event), participants in workshops or other events with sign-ups (agreeing to receive the newsletter again as part of the attendance
sheet) and the general public (who register by clicking on a pop-up window on the website or by registering indicated in QR codes on the bulletin boards).
Thanks to the project, the employees gained new knowledge and competences (practical application of GDPR rules, marketing topics - what to write in
posts, how to write, working with graphic programs. Employees learned how to work with the ECOMAIL program, including reports from individual
campaigns.
Within the organisation we have been working in detail on the practical application of the GDPR directive (especially in the area of photography etc.),
we have divided the work on mailings to individual employees according to their personal knowledge and competences. As part of the evaluation
of the reports, we keep track of what visitors were most and least interested in.
Within the organization, while dealing with the subdomains, we have gained new information and suggestions for further development of the subdomains
(intended for individual member organizations), that will lead to further development and greater security in electronic communication.
We have managed to start a regular sending out of emails (at the end of June we have already sent out 4 campaigns), the size of the mailings is growing
regularly. The mailings are successful and interesting for the addressees - see the project goals (open rate more than 40%, click rate 5-13%,
deliverability 96-100%). We have learned to work with the results of the campaign reports and we use them to plan further activities and events at
Toulcův dvůr.
During all the training sessions, the employees were educated in the field of marketing (what to write, how to write, what to look out for, how to create
campaigns), GDPR (we learned how to apply the previously developed directive in practice and we worked out in detail the consents for photography
at events), we learned how to work in the mailing program and the graphic program Canva. We shared all the information we learned across
the organization.
The organization gained new impulses for future work with subdomains.