Belova O.V.
TECHNOLOGIES FOR PROMOTING ANIMAL WELFARE NGOS ON THE TELEGRAM SOCIAL NETWORK *
Аннотация:
this study examines strategies for promoting animal welfare NGOs on Telegram, emphasizing the role of social media in information dissemination and resource mobilization. It addresses challenges faced by small NGOs, such as limited resources and SMM experience, leading to ineffective content strategies. The research aims to identify successful promotion techniques and develop new methods to enhance visibility and impact. By analyzing existing literature and practices of NGOs using Telegram, the study highlights the importance of visual content and storytelling in engaging audiences. It also explores interactive formats and gamification to boost user involvement. Key findings suggest that combining visual content with storytelling significantly increases audience engagement, while interactive formats and transparency in reporting build trust and foster a committed community. Regular content updates are crucial for maintaining audience interest and engagement.
Ключевые слова:
NGOs, Telegram, animal welfare
Actuality. The relevance of the research topic "Technologies for promoting animal welfare NGOs on the Telegram social network" is driven by factors reflecting current trends in social media and their impact on non-governmental organizations (NGOs). In recent years, there has been a significant increase in the importance of social networks as tools for disseminating information, shaping public opinion, and mobilizing resources for various initiatives.The emergence of Telegram has opened new horizons for promoting the ideas and initiatives of animal welfare organizations, allowing them to interact more quickly and successfully with their audience. However, there is a problem associated with the low effectiveness of content strategies among small animal welfare organizations. Many NGOs face limited resources, a lack of experience in Social Media Marketing (SMM), and a lack of clear understanding of the mechanisms needed to promote their initiatives in the highly competitive environment of Telegram. As a result, valuable content created to draw attention to animal issues often goes unnoticed or fails to have the desired impact on the target audience.This creates a need for detailed research and the development of effective methods and technologies for promoting animal welfare NGOs on Telegram. The relevance of the topic is also supported by the growing public interest in animal protection and humane treatment. Conducting research in this area can provide useful information for activists working in animal welfare NGOs, as well as for researchers studying the impact of social networks on the functioning of civil society.Research Objectives and Tasks.The aim of this study is to identify successful strategies for promoting animal welfare projects on Telegram. The task is not only to investigate the effective methods currently used by NGOs but also to discover new techniques that can significantly enhance the visibility and impact of animal welfare NGOs.To achieve this goal, several tasks are addressed. First, an analysis of existing research and literature on NGO promotion, with a focus on animal welfare projects, will be conducted. Second, the practices of animal welfare organizations using Telegram as a tool for promoting their initiatives will be analyzed to identify effective strategies.Another task involves forecasting future trends in animal welfare activities within the context of Telegram usage. This aspect of the study includes examining changes in user preferences, analyzing the platforms functionality, and predicting new opportunities.Thus, the study of promotion technologies for animal welfare NGOs on Telegram is intended not only to identify current successful methods but also to develop a comprehensive approach to analyzing and applying these technologies. The results of this research can serve as a valuable foundation for developing recommendations and strategies that will help animal welfare projects increase their effectiveness and achieve significant results in protecting animal rights.Research Methods.This study will employ a comprehensive approach, utilizing several methods to deeply understand and analyze current trends in promoting animal welfare NGOs on Telegram. The primary methods include content analysis of five Telegram accounts and an analysis of scientific works focused on content and its role in promoting social projects.The selection of these five channels is based on their varying levels of activity, content quality, and number of subscribers, which allows for the identification of effective practices in managing Telegram accounts.Thus, the proposed methodological approach provides an opportunity to obtain a comprehensive analysis of successful technologies in promoting animal welfare NGOs through Telegram. Practical examples, supplemented by theoretical knowledge about visual content, form the basis for developing effective content strategies. The results obtained can make a valuable contribution not only to the practice of NGOs but also to the scientific community, expanding the horizons of knowledge in the use of visual content in social media to address social issues.Key Technologies for Promoting Animal Welfare NGOs.Five social networks of animal welfare NGOs have been selected for analysis:Kotodetki: 1,868 subscribers, 45% of subscribers read posts, average post reach 44.1%.Nika Foundation: 4,957 subscribers, 24% of subscribers read posts, average post reach 23.2%.Dogs Who Love: 2,359 subscribers, 36% of subscribers read posts, average post reach 35.9%.Teddy Food: 1,947 subscribers, 30% of subscribers read posts, average post reach 29.1%.Key of Kindness: 972 subscribers, 35% of subscribers read posts, average post reach 34.6%.We will examine successful cases from these groups to identify criteria for effective promotion of organizations.Visual Content and Storytelling.Visual content and storytelling are central to the strategies of promoting animal welfare NGOs, as they can create an emotional connection with the audience and effectively convey important messages. Visual content includes images, videos, and infographics that help attract attention and enhance the perception of information. In todays fast-paced communication environment, where content is often consumed quickly and without deep reflection, bright and memorable visual elements are key to successful communication with the target audience.Storytelling, or the art of narrative, combined with visual content, helps animal welfare NGOs not only inform but also inspire. By telling stories about rescued animals, their past, current issues, and hopeful futures, organizations can establish an emotional connection with their subscribers.When using visual content and storytelling, its particularly important to consider the psychological aspects of perception. Research shows that visual information is processed by the brain much faster than text, highlighting the importance of vivid images in the content of animal welfare NGOs. For example, photos of happy animals that have found new homes or videos showing their rescue process can significantly increase audience engagement. These materials not only inform about the work of organizations but also encourage people to donate or participate in animal protection campaigns.In Telegram, shorter but vivid materials that immediately capture attention are more effective.Interactive Formats and Gamification.Using interactive formats and gamification in promoting animal welfare NGOs is significantly important for increasing audience engagement. These methods help create active interaction between the organization and its supporters, leading to increased resources and attention to animal protection issues. In the highly competitive environment of social networks, its important not only to present information but also to make it interesting and accessible to a wide audience.Interactive formats can include polls, quizzes, games, and competitions. These elements provide users with the opportunity not only to learn about the organizations activities but also to become more active participants in the process.Gamification is an effective way to increase engagement by turning user actions into a game. Using game elements such as points, levels, and rewards, animal welfare NGOs can motivate people to participate in various activities, such as fundraising, volunteering, or spreading information about shelters and homeless animals. For example, an organization can create a program where subscribers receive virtual rewards for active participation in online missions, such as reposts, event participation, or fundraising. These rewards can be both symbolic and real—such as subscriptions to exclusive news, the chance to win prizes, or special greetings from animal protectors.Implementing such elements in the content strategy not only retains audience interest but also creates space for creativity and exchanging opinions.People become receptive to issues when they are involved in the process and can see the results of their actions. For example, when participants see that each of their actions (whether a like, repost, or donation) genuinely helps animals, it strengthens their motivation to act and remains in their minds as a positive experience. This approach not only strengthens the bond between NGOs and their supporters but also creates a healthy predictive dynamic where users become ambassadors for certain ideas and projects.By engaging with the audience on a mutual exchange level, organizations can significantly increase their effectiveness and achieve greater success in protecting animal rights and raising awareness about animal welfare initiatives. Ultimately, they can establish a social norm that caring for animals is not just a noble gesture but an essential part of normal human existence.User-Generated Content (UGC).User-Generated Content (UGC) is a valuable resource for animal welfare NGOs in creating an active and engaged community. This type of content includes photos, videos, reviews, stories, and other materials that users create and share on social media platforms. UGC can be an important tool in promoting animal welfare initiatives as it helps build trust and identity among the audience.Firstly, using UGC allows animal welfare organizations to show real support and engagement from the community in their activities. Secondly, user-generated content helps strengthen trust in animal welfare NGOs. Users, seeing that others actively support and participate in the organizations activities, become more inclined to do the same.UGC significantly impacts the creation of a community around animal welfare projects. It can shape a positive image of the organization, create active supporters, help attract new volunteers and donors, and inspire others to participate in animal welfare activities. Given the power of UGC, animal welfare NGOs should actively incorporate it into their communication strategies to strengthen their market position.Transparency in Reporting.Transparency in reporting is an important aspect for NGOs as it directly affects the trust of the target audience. In conditions where donors and volunteers are demanding information on how their funds are spent, transparency becomes a key factor in establishing and maintaining trust between NGOs and their supporters.The main significance of transparency lies in several key aspects. Firstly, openness in reporting allows donors and supporters to understand how their donations are used. In animal welfare NGOs, this can include regular reports on financial expenditures, data on quantitative indicators, and detailed reports on the work done. Demonstrated effectiveness in the use of funds builds trust in NGOs.Secondly, transparency in reports also engages the community in the decision-making process. Open discussion of the successes and challenges of an animal welfare NGO helps form an active community ready to support and advocate for the organizations interests. This creates an emotional trend around the organization and fosters a sense of belonging to a common cause, which is an element of successful animal welfare activities.The third aspect concerns creating long-term sustainability for NGOs. In conditions of increased competition for funding and the attention of the target audience, organizations that actively promote their transparency find it easier to stand out.Thus, transparency in reporting is a key factor in building trust between animal welfare NGOs and their target audience. It not only helps increase trust but also forms an active community around the organization. Investments in developing quality reports and transparency in operations can become the foundation for the success and sustainability of NGOs in the long term.Content Protection. Content protection is a pressing issue for animal welfare NGOs. Given the internets ease of copying and distributing information, its crucial to take measures to reduce the likelihood of visual material theft to protect copyright and the organizations reputation integrity.The first and most common method of content protection is the use of watermarks. Watermarks are graphic elements or text labels overlaid on images and videos, indicating the copyright owner. A properly placed watermark can make it difficult to steal an image, as its removal requires significant effort and editing skills. Its important that the watermark not only protects the content but also gives it a professional look, which can increase audience interest and trust.The second effective protection method is using digital signature technologies or metadata. A digital signature allows the content creator to record the rights to use their materials and confirm their authorship. Metadata containing information about the content owner, creation date, and other characteristics can also aid in protection. Additionally, some platforms allow adding copyright information directly to the uploaded content, creating an extra layer of protection.Its also important to focus on creating unique and memorable content. Using creative approaches to filming and editing can help stand out against competitive content, increasing the value of original materials and reducing the desire of other users to use them without permission.In conclusion, content protection is an important task for animal welfare NGOs aiming to preserve their intellectual property and avoid theft. Using watermarks, digital signatures, restricting access to originals, and creating unique content are just some of the methods that can help organizations protect their materials. Investing in content protection not only helps preserve the organizations reputation but is also necessary for the long-term development of its activities.Designing a Group in Telegram.Designing a group in Telegram is one of the key aspects that contribute to the successful promotion of animal welfare NGOs and the creation of an active community around their initiatives. An aesthetically appealing and informative group not only attracts users attention but also helps maintain their interest in the organizations work. Therefore, its important to pay attention to the visual and textual elements that make up the groups appearance.The first step in designing a group is creating a quality avatar. The avatar is the face of your group. It should be bright, memorable, and reflect the core values of your organization. Its also important to remember that the avatar should maintain a consistent style with other components of the groups visual design.The second important element of design is a pinned post with key information. This post is visible to all new group members and serves as a kind of "business card" for the organization. It should include a brief description of the NGOs activities, goals, mission, current campaigns, and ways to help. For example, you can mention the opportunity to become a volunteer, ways to donate, or links to other resources such as the website or other social networks. Such a post will help quickly inform new members about the organizations activities and increase their engagement from the first minutes.The third aspect of group design is the use of hashtag menus. Hashtags not only help structure the content but also significantly simplify its search. Using hashtags related to the groups theme, such as #animalcare, #shelters, #volunteering, and others, allows members to quickly find interesting announcements and appeals. You can create a pinned message with a menu where users can see all available hashtags and topics covered in the group, simplifying content navigation.Properly designing a group in Telegram becomes a crucial step for animal welfare NGOs striving to create an active and interconnected community of like-minded individuals. A quality avatar, an informative pinned post, and the use of hashtag menus will help form a positive first impression of the group and increase the level of participant engagement, contributing to the achievement of all the organizations goals.Content Diversity.One of the key components of a successful promotion strategy for animal welfare NGOs is content diversity, which goes beyond simple requests for donations and fundraising. Comprehensive and rich content not only helps attract the audiences attention but also creates a deeper connection with them, which subsequently contributes to increasing engagement and interest in the organizations activities.Firstly, its important to understand that user interest often declines due to monotonous content. If a group or channel on social media publishes only information about fundraising and expenses, users may quickly lose interest and stop engaging with the content. Therefore, animal welfare NGOs should use various formats: photos of animals, video messages, infographics, rescue stories, educational materials, and even entertaining content. For example, posts about new pets ready for adoption, along with their interesting stories, attract more attention than just information about fundraising for shelter needs.Secondly, content diversity allows reaching different target audiences. By breaking stereotypes about animal welfare activities and adding elements of humor, research, and facts to the content, organizations can engage young people, focusing on relevant issues such as responsible relationships with animals and their care. Additionally, posts about the problems of homeless animals, their suffering, and rehabilitation raise important issues, evoking a desire to help among more conscious citizens.Its also important to focus on creating active interaction with subscribers. Publishing open questions, polls, and contests can significantly increase engagement levels.In conclusion, content diversity is essential for animal welfare NGOs to create an effective communication strategy and a deep connection with the target audience. This not only helps maintain interest but also addresses various aspects of animal welfare, leading to the formation of an active community of people ready to support and participate in activities aimed at improving animal welfare. Organizations that actively use content diversity win not only in increasing interest in their activities but also in deepening trust and understanding between themselves and their supporters.Feedback from the Audience.Feedback from the audience is a crucial element of a successful promotion strategy for animal welfare NGOs. This process not only helps organizations assess the level of engagement and interest in their activities but also provides an opportunity for active interaction with subscribers. Effective feedback helps build trust and increases the likelihood of people participating in initiatives aimed at protecting animals. In this regard, there are several methods that can help animal welfare NGOs organize feedback from the audience.Firstly, using surveys and questionnaires is an effective tool for gathering opinions and suggestions from subscribers. Surveys can cover various aspects of activities, including content preferences, evaluations of ongoing campaigns, or wishes regarding future events. By placing such surveys in social media groups or sending them to subscribers through messengers, organizations can collect valuable information that will help adapt the strategy to the audiences needs. Surveys can also initiate discussions and engage users in active interaction with the organization.Secondly, creating a section for comments and reviews on the website or social media can help establish open communication with the audience. A combination of trustworthy reviews, both positive and negative, ensures transparency and allows for more effective responses to user requests. Animal welfare NGOs can organize a "Q&A" with management or experts, which will contribute to creating an active dialogue and allow participants to better understand the organizations work.The third method of organizing feedback is using social networks to create live discussions and conversations. Conducting live streams, webinars, or video sessions where users can ask questions and receive answers in real-time allows for creating a more personal connection with subscribers. This also provides an opportunity to share current news and the organizations successes in a convenient format, which often generates greater interest from the audience.Additionally, collecting reviews and suggestions can also help in organizing feedback. Websites and applications that allow users to leave reviews and share opinions create a convenient channel for open communication. Animal welfare NGOs can create spaces where participants can discuss their ideas and propose solutions, which will help identify stable groups of supporters and like-minded individuals ready to support their initiatives.In conclusion, organizing feedback from the audience is a key aspect of successful promotion for animal welfare NGOs. Using surveys, open communications through social networks, live streams, and specialized platforms allows for creating active interaction with subscribers, building trust, and maintaining constant interest in the organizations activities. This process not only deepens the connections between NGOs and their supporters but also contributes to more effective animal protection and the unification of efforts for their well-being.Regular Content Updates.Regular content updates are a cornerstone of a successful promotion strategy for animal welfare NGOs. In an environment where social media users are accustomed to rapid content consumption, its crucial to continuously provide fresh and relevant information to maintain attention and activate subscriber engagement.Firstly, regular content updates allow the organization to stay visible and maintain a constant dialogue with the audience. Posts about current campaigns, successes, new initiatives, and rescued animals create a content library that helps subscribers stay informed about the NGOs activities. If users see that the organization is actively working and regularly sharing news, it helps build trust and strengthen the community ready to support such initiatives.Secondly, updating content helps prevent audience boredom and reduces the likelihood of them leaving. If the content is monotonous and not updated, it can lead to a loss of interest from users who seek new experiences and current information. Consistent posts in various formats diversify the content and make it more appealing to subscribers.To maintain regular content updates, animal welfare NGOs can use several helpful methods. Creating a content calendar helps plan posts weeks or months in advance, significantly simplifying the information organization process. Its important to distribute content by themes and formats, balancing between informational, entertaining, and engaging materials. Additionally, using user-generated content (UGC), such as stories and photos from supporters, greatly diversifies the content and involves the audience in its creation.In conclusion, regular content updates are critically important for animal welfare NGOs. This not only maintains subscriber interest and engagement but also shapes a positive image of the organization as an active participant in animal protection. A systematic approach to creating and updating content will help animal welfare NGOs stay at the forefront of discussions, attract more supporters, and achieve significant success in their initiatives.Conclusion.During the study of technologies for promoting animal welfare NGOs on the Telegram social network, aspects that contribute to the successful interaction of organizations with their target audience and enhance the effectiveness of their activities were identified.The use of visual content combined with storytelling demonstrates its importance in retaining subscriber interest. Bright images and compelling narratives about rescued animals not only attract attention but also create an emotional connection with the audience. This helps raise awareness about animal protection issues and motivates users to take actions such as participating in campaigns or making donations.Establishing feedback allows organizations to understand the needs and interests of their supporters. Surveys, open discussions, and comments on posts become valuable sources of information that NGOs can use to optimize their promotion strategies and adapt content to subscriber requests.Openness and transparent reporting of fund usage ensure trust from sponsors and supporters. Animal welfare NGOs that publish regular reports on their activities demonstrate their professionalism and reliability, which helps attract new donors.Regular content updates. Continuously providing fresh information and a variety of publication formats help maintain subscriber interest. Creating original and relevant content makes the NGOs activities more attractive and dynamic.Thus, the study of technologies for promoting animal welfare NGOs on Telegram confirmed the need for a comprehensive and multifaceted approach to communication with the audience. Effective use of visual content, interactive formats, transparency, regular information updates, and active feedback will allow organizations not only to increase their effectiveness but also to create a sustainable and engaged community, ultimately helping to improve the living conditions of animals.
Номер журнала Вестник науки №5 (86) том 4
Ссылка для цитирования:
Belova O.V. TECHNOLOGIES FOR PROMOTING ANIMAL WELFARE NGOS ON THE TELEGRAM SOCIAL NETWORK // Вестник науки №5 (86) том 4. С. 1105 - 1118. 2025 г. ISSN 2712-8849 // Электронный ресурс: https://www.вестник-науки.рф/article/23407 (дата обращения: 15.07.2025 г.)
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