August 2011 CHARITY & SOCIAL MEDIA
OBJECTIVE: FUNDRAISING
Fundraising <ul><li>Raising money through social media is notoriously hard </li></ul>
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 2 nd  most vie...
Nice stunt but: <ul><li>No compelling call to action </li></ul><ul><li>No reward for participation  </li></ul><ul><li>Not ...
This might change over time e.g. Donors choose.org have made a  map  that shows donation “arrows” arriving at their destin...
American Red Cross <ul><li>Ran a really successful fundraising campaign for Haiti that was integrated with their social me...
They made it easy to donate
OBJECTIVE: AWARENESS RAISING
Awareness raising <ul><li>Social media is an excellent tool for awareness raising </li></ul><ul><li>Unfortunately everybod...
You can stand out with <ul><li>Great content </li></ul><ul><li>Innovative ideas </li></ul>
Guess the hash tag <ul><li>@Alison_McGovern For making sure that Dad was there for his speech at my wedding, despite cance...
 
Guess the meme...
 
OBJECTIVE: SUPPORTER ENGAGEMENT
Supporter engagement <ul><li>The chance to communicate directly and regularly </li></ul><ul><li>And mobilise quickly </li>...
 
 
CHANNELS
Facebook <ul><li>•  600+ Million Active Users </li></ul><ul><li>•  50% of Users Logon Daily </li></ul><ul><li>•  35+ Milli...
Twitter <ul><li>•  150+ Million Users </li></ul><ul><li>•  11 th  Most Visited Website </li></ul><ul><li>•  Over 40 Millio...
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Social media and charities

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  • Any faves/case studies?
  • http://www.youtube.com/watch?v=EeQJGT3DdGE&amp;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 &amp; 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.
  • Social media and charities

    1. 1. August 2011 CHARITY & SOCIAL MEDIA
    2. 2. OBJECTIVE: FUNDRAISING
    3. 3. Fundraising <ul><li>Raising money through social media is notoriously hard </li></ul>
    4. 4. Digital Death Campaign
    5. 5. Great on paper. But the money didn’t roll in very quickly.
    6. 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. 7. Nice stunt but: <ul><li>No compelling call to action </li></ul><ul><li>No reward for participation </li></ul><ul><li>Not how people use the channels </li></ul>
    8. 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. 9. American Red Cross <ul><li>Ran a really successful fundraising campaign for Haiti that was integrated with their social media channels. </li></ul><ul><li>Over $5 million raised through SMS. </li></ul>
    10. 10. They made it easy to donate
    11. 11. OBJECTIVE: AWARENESS RAISING
    12. 12. Awareness raising <ul><li>Social media is an excellent tool for awareness raising </li></ul><ul><li>Unfortunately everybody knows it... </li></ul>
    13. 13. You can stand out with <ul><li>Great content </li></ul><ul><li>Innovative ideas </li></ul>
    14. 14. Guess the hash tag <ul><li>@Alison_McGovern For making sure that Dad was there for his speech at my wedding, despite cancer coming back, with the best treatment possible </li></ul><ul><li>  </li></ul><ul><li>@nixpixnix  His phsyiotherapist, speech therapist, occupational therapist, educational psychologist have been provided for free. </li></ul><ul><li>@Iain_Coleman  You can move jobs or lose your job without worrying about losing your healthcare.  </li></ul><ul><li>@iam_jrm safely delivered 3 kids for me a my wife </li></ul><ul><li>@bradderslondon  life saved three times, ongoing regular treatment and help </li></ul>
    15. 16. Guess the meme...
    16. 18. OBJECTIVE: SUPPORTER ENGAGEMENT
    17. 19. Supporter engagement <ul><li>The chance to communicate directly and regularly </li></ul><ul><li>And mobilise quickly </li></ul>
    18. 22. CHANNELS
    19. 23. Facebook <ul><li>•  600+ Million Active Users </li></ul><ul><li>•  50% of Users Logon Daily </li></ul><ul><li>•  35+ Million Users Update Their Status a Day </li></ul><ul><li>•  5 Billion pieces of content posted a month </li></ul><ul><li>•  Average user spends 55 minutes a day </li></ul>
    20. 24. Twitter <ul><li>•  150+ Million Users </li></ul><ul><li>•  11 th  Most Visited Website </li></ul><ul><li>•  Over 40 Million Tweets Daily </li></ul><ul><li>•  Lots of people have heard of it but not as many use it </li></ul>
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