Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.
Social Media for #Charities #Hospices by #ViapointUK
Making Social Commerce Work for HLA<br />Social commerce for charities<br />Possibilites for HLA<br />Paul Fennemore<br />firstname.lastname@example.org<br />www.viapoint.co.uk<br />
Corporate communications has been democratised<br />It’s about the humanisation of business!<br />Fundraisers<br />Volunteers<br />Benefactors<br />Charity<br />Donors<br />Cause<br />Related<br />Marketing<br />Trusts<br />Lobbying <br />& Awareness<br />
Virality<br />Celebrity<br />bloggers<br />Your Co.<br />Community<br />evangelists<br />Social <br />Mavens<br />Corporate communications has been democratised<br />It’s about the humanisation of business!<br />
Five steps in the donor decision making the process:<br />Awareness that by an individual that another person needs help<br />Interpretation of the situation in terms of needs and urgency<br />3) Recognition of their personal responsibility and why he /she is someone who should contribute<br />4) Implementation and taking action<br />5) Having access to a mechanism that enables a way of contributing in <br />whatever manner the individual prefers<br />And then acknowledgement/recognition <br />Source: Guy and Patton (1988)<br />
Charities are using Social Networks for:<br /><ul><li> Building communities
Increasing donor life-time value /advocacy through engagement
Asking for donations when integrated with a campaign
Informing and sharing e.g. smartphone applications</li></ul>R.I.M.E.R<br />Path<br />Success<br />Media<br />Your<br />Social<br />To<br />
A survey by the Center for the Digital Future at the University of Southern California’s (2010) found that:<br />89 percent of online community members are participating in social causes that are new to <br />them since their involvement in online communities started, and 94 percent said the <br />Internet helps them become more informed about social causes. <br />
Is your website a signpost in the desert or a busy intersection?<br />YouTube<br />17,393 views<br />3661 Followers<br />3395 Following<br />