Choose your tools: guide for charities on social media tools
Social media and charities
24
CHARITY & SOCIAL MEDIA August 2011
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Transcript of Social media and charities
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
• 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
• 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
