What is Discord? A quick search on your favourite search engine will tell you it’s a free chat service for gamers, using both instant messaging and VoIP (Voice over Internet Protocol).
The reality is a defining platform for connection between groups, cohorts, and importantly: creators and consumers.
So what can it mean for charities and how to reach your supporters? Read on to find out.
Same same, but different
As a means to communicate between groups, Discord is not overly different from many other offerings out there. Sending messages? Yeah Messenger, Whatsapp, Slack, and about a million other apps do that. Group chats? Yep, covered by the same things. Sending pictures and videos? Done and done in those same ones. Having a group conversation that anyone can join at any time, come and go, from any device….. well a few do that, but not all of them. Being able to do all of these things and connect with creators directly, receiving up-to-date information and communicating with them directly? Less do that.
(Side note: There are a number of platforms that offer these types of service, but one of the key factors is the price. If you want to have your own server, you’ll need to pay for it. Discord offers this for free. There is a paid tier, called Nitro, that offers a range of bonuses including greater personalisation and file sizes.)
Discord and charities
So what does this have to do with charities? For some charities that have been dabbling in streaming channels
for donations, you should be familiar with the platform. It allows you to find and align with online creators and set up communities with the functionality to let people donate directly to your cause. But, if you want to do it well, it extends beyond a simple ask.
Discord gives charities a platform an opportunity to create genuine connection – a two-way conversation. Discord servers are popular amongst game developers as it allows them to chat with their users, answer questions, take surveys, provide updates. It also allows them to have tiered levels, so subscribers to higher plans have more access.
Aside from the possible income stream this might provide, the ease of connection is key. Subscribers connect and and are able to chat with the creators, these conversations are often informal chats as the creator can be online whilst doing other things. It allows a person to get to know the creator personally and humanises them.
Connecting supporters to your cause through Discord
Imagine sitting and doing your work, writing up the next subscriber journey and a message pops up asking how your day is going, the conversation progresses to your favourite donut topping. A random but fun conversation. Now imagine you’re the subscriber, you see two ads on Facebook for different charities on the same topic. Which do you donate to? The one doing outstanding work in their field, or the one also doing outstanding work and has the same passion as you for biscotti filled donuts?
Being able to broadcast messages over the various channels…. “Hey folks, keep a lookout on Facebook for
our new campaign, wish us luck!” again humanises an organisation, as well as providing an opportunity for feedback… “Which of these two designs do you guys like for our donation form?”.
These are certainly available across different platforms, however there aren’t many where it’s in the same place. Nor do you need to optimise, or hope the people you’re interested in actually have time to interact when they see your ad or eDM. The people connected want to be there and will interact. The people on Discord want interaction, it is why they’re there.
All they ask for is connection. Not to be plugged for money all the time, but to find out your favourite donut topping (choc chip biscotti) or if pineapple is a valid pizza topping (it is). This connection builds openness and loyalty.
So, what is Discord? Simply put, it’s connection.
Want to find new ways to connect with your donors & new supporters? Get in touch.