CHARITY& SOCIAL MEDIA

August 2011

OBJECTIVE:FUNDRAISING

Fundraising

Raising money through social media is notoriously hard

Digital Death Campaign

Great on paper.But the money didn’t roll in very

quickly.

Even with Gaga on board...

Most popular person on

Twitter(11.6 million

followers)

41,803,483 Facebook

fans

2nd most viewed YouTube video of all time

Nice stunt but:

• No compelling call to action

• No reward for participation

• Not how people use the channels

This might change over time

e.g. Donors choose.org have made a map that shows donation “arrows” arriving at their destination over time; an iPhone app that collects and displays local projects in need of support; and a service that suggests projects to recommend to Twitter followers based on their location.

American Red Cross

• Ran a really successful fundraising campaign for Haiti that was integrated with their social media channels.

• Over $5 million raised through SMS.

They made it easy to donate

OBJECTIVE:AWARENESS RAISING

Awareness raising

• Social media is an excellent tool for awareness raising

• Unfortunately everybody knows it...

You can stand out with

• Great content• Innovative ideas

Guess the hash tag

@Alison_McGovern For making sure that Dad was there for his speech at my wedding, despite cancer coming back, with the best treatment possible @nixpixnix His phsyiotherapist, speech therapist, occupational therapist, educational psychologist have been provided for free.

@Iain_Coleman You can move jobs or lose your job without worrying about losing your healthcare. 

@iam_jrm safely delivered 3 kids for me a my wife

@bradderslondon life saved three times, ongoing regular treatment and help

Guess the meme...

OBJECTIVE:SUPPORTER ENGAGEMENT

Supporter engagement

• The chance to communicate directly and regularly

• And mobilise quickly

CHANNELS

Facebook

• 600+ Million Active Users

• 50% of Users Logon Daily

• 35+ Million Users Update Their Status a Day

• 5 Billion pieces of content posted a month

• Average user spends 55 minutes a day

Twitter

• 150+ Million Users• 11th Most Visited

Website• Over 40 Million

Tweets Daily• Lots of people have

heard of it but not as many use it