Q&A with Naomi Rose, Canal and River Trust

Q&A with Naomi Rose, Canal and River Trust

Written by Naomi Jeremy on Wed 31 May 2017


Name: Naomi Rose
Title: Social Media Manager 
Organisation: Canal and River Trust 

What does your current role involve?

I have quite a varied role and no two days are ever the same. At the Canal & River Trust, I oversee social media which includes implementing the social media strategy and supporting staff across the organisation who manage or create content for social. I’m also leading on the Trust’s content strategy, brand work across all our digital channels and digital training. This means I’m out and about quite a lot meeting people but as the Trust has 2,000 miles of waterways across England and Wales, I get to go to some beautiful locations.

What are the best things you’ve learnt in previous roles?

Keep it simple. The most successful campaigns that I’ve worked on are those with really easy to understand and straightforward messaging. Even if the campaign or ask is very complex, there’s always a way to make it understandable. Also, having a clear call to action always helps!

What are the biggest challenges you come up against within your role?

The Canal & River Trust has only been a charity for five years, we are always thinking of new and creative ways to raise our awareness, gain support and promote why we do what we do as well as our key campaigns. It’s a challenge but it means we get to try out new and innovative things so it’s always quite exciting!  

What do you think are the biggest challenges facing the not-for-profit sector?

I think one of the challenges for the sector is how we continue to reach key audiences with our key brand messages on digital channels. According to the email statistics report by The Radicati Group, 269 billion emails are now sent per day which is a lot of digital noise! So we have to continue to think of new and innovative ways to ensure our messages stand out against everything else.

Which events or meetups do you attend for learning and knowledge share?

Charity comms do great things, I really enjoy their conferences and reading the blogs. I’m also a member of the eCampaign Forum (ECF) and I find that to be a really useful resource and share knowledge/ideas across the sector with my peers.

Whose work in the not-for-profit sector inspires you?

RNLI have done some great stuff on their digital channels. I particularly like how they are share footage from the lifeboats – it’s really great see how they hero the people that volunteer. I also like St John’s Ambulance’s recent campaigns, particularly the Chokables and campaign on CPR. They’ve really taken an audience first approach and thought about the best clear and simple messages which will help in life-threatening situations.

Whose work outside the not-for-profit sector inspires you?

I’m a big fan of Innocent on social – they’re very good at creating a brand feeling without constantly sharing pictures or videos of their products. It’s very clever as it makes you want to be part of their brand and buy their products!

What new technology offers the biggest opportunity for fundraising for not-for-profits?

I’ve recently been to a conference on VR (Virtual Reality) and AR (Augmented Reality) and I think there’s going to be lots of opportunities for the charity sector to use this type of technology going forward. There are so many ways that VR/AR can be of benefit to the not-for-profit sector and I’m really excited to see how it will develop.