Social media and charities
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  • Any faves/case studies?
  • http://www.youtube.com/watch?v=EeQJGT3DdGE&feature=related
  • Popular cause Awareness day Clear call to action LOTS of celebrity endorsement Press coverage
  • 2 nd most popular woman on Facebook
  • Donors choose.org   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.
  • Social channels can support fundraising drives as part of a multichannel approach
  • Social is about sharing i.e. Awareness raising Explain twibbons, Mention Iran
  • Say something well or say it differently
  • more than 22,000  entries http://www.youtube.com/watch?v=7IcVyvg2Qlo http://www.youtube.com/watch?v=ax96cghOnY4
  • https://twitter.com/#!/dogstrust http://www.slideshare.net/sounddelive http://www.slideshare.net/jwaddingham/fundraising-and-social-media-with-dogs-trustry/dogs-trust-digital-marketing-social-media-exchange-presentation
  • http://www.slideshare.net/sounddelivery/dogs-trust-digital-marketing-social-media-exchange-presentation
  • Facebook is a walled garden... Great for awareness & reaching people Great for engaging with supporters Aim is to get on the mini feed and get people interacting with you New website has to be ‘likeable’
  • Open public space•  150+ Million Users Worldwide •  The 11 th  Most Visited Website •  Over 40 Million Tweets Daily •  87% of Americans have heard of Twitter, just 7% (17 million) use it.

Transcript

  • 1. August 2011 CHARITY & SOCIAL MEDIA
  • 2. OBJECTIVE: FUNDRAISING
  • 3. Fundraising
    • Raising money through social media is notoriously hard
  • 4. Digital Death Campaign
  • 5. Great on paper. But the money didn’t roll in very quickly.
  • 6. Even with Gaga on board... Most popular person on Twitter (11.6 million followers) 41,803,483 Facebook fans 2 nd most viewed YouTube video of all time
  • 7. Nice stunt but:
    • No compelling call to action
    • No reward for participation
    • Not how people use the channels
  • 8. 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.
  • 9. 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.
  • 10. They made it easy to donate
  • 11. OBJECTIVE: AWARENESS RAISING
  • 12. Awareness raising
    • Social media is an excellent tool for awareness raising
    • Unfortunately everybody knows it...
  • 13. You can stand out with
    • Great content
    • Innovative ideas
  • 14. 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
  • 15.  
  • 16. Guess the meme...
  • 17.  
  • 18. OBJECTIVE: SUPPORTER ENGAGEMENT
  • 19. Supporter engagement
    • The chance to communicate directly and regularly
    • And mobilise quickly
  • 20.  
  • 21.  
  • 22. CHANNELS
  • 23. 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
  • 24. Twitter
    • •  150+ Million Users
    • •  11 th  Most Visited Website
    • •  Over 40 Million Tweets Daily
    • •  Lots of people have heard of it but not as many use it