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Are social media channels effective fundraising tools for emergency appeals?

by Rebekah Hah on Feb 10, 2010

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This presentation done for Interactive Media Strategies module, uses DEC Haiti earthquake appeal as a case study. The aim is to identify an interactive media trend/theme, present our findings in a 10 minute commentary ending with a discussion. Additional comments are to be added into a final report. Presentation research pilfered profusely from DEC's website, social media channels, Third Sector, Mashable, Wikipedia and other online sources.

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Social networking – The EconomistSocialnomicsDonations – CAF Disaster Monitor Donations via online and text are steadily growing in popularityhttp://www.facebook.com/press/info.php?statistics
http://en.wikipedia.org/wiki/Social_media
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/Personal thoughts: Updates in real time – channels conducive for immediate and current updates, just like the nature of the emergencyEasy for users to spread messages quickly – potential to go viral
Cost-effective (online methods) in comparison to traditional fundraising methods – SOS Children’s VillagesAddition to other offline and online fundraising methods - Scattergun approach by British Red Cross, Save the ChildrenSocial media makes it easier for charities to communicate directly with supporters – charities already using it to engage with supporters, why not use it to raise funds?http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH Demographic –alternative way of reaching the intended audience, or audiences that see new media as a way of life, don’t necessarily use traditional broadcast media – Gen Y, Net-Gen)http://nonprofit.about.com/od/fundraising/a/wiredyoung.htmhttp://www.thirdsector.co.uk/news/archive/919098/Charity-fundraisers-must-prepare-Generation-C/?DCMP=ILC-SEARCH Already used as a platform to promote good causes (Facebook causes, Twibbons - #charitytuesday)http://mashable.com/2010/01/20/twibbon-one-million/(insert Twibbon tweets and #charitytuesday examples)Measurable and trackable results as evidence (Facebook causes, bespoke links created from URL shorteners - eg. Bit.ly)http://exchange.causes.com/2010/01/20-million-donated/
A tool more for connecting and communicating, raising awareness and engagement in vision rather than fundraising(Success judged in terms of engagement with supporters through marcomms more so than fundraising)http://afine2.wordpress.com/2009/04/27/social-media-glass-half-full-or-half-empty/http://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Slacktivism – Twibbons, Facebook causes (do good as long as you don’t have to get out of your chair)Call to action (easy to get a RT, more difficult to get the same people to open their wallets)http://en.wikipedia.org/wiki/SlacktivismDrop in the ocean compared to other forms of fundraising – eg. Televised appeals (Action Aid expects to raise more money from DM campaign than online http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH)CAF Disaster Monitor – traditional comms methods most likely to motivate people to give, cash giving declining in popularity but still most frequently usedNot sustainable – donor fatigue? More one time gifts than regular oneshttp://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Direct donation platforms still at its infancyFacebook (credit card payment, but only available for US/Canada registered charities) http://apps.facebook.com/causes/aboutTwitter apps raises awareness, but need tedious extra step for funds to reach charities.Also only available for US charities – no GiftAid. Twonate – can use different platforms to tweet your donation or even add a Twonate button on your website/blog, but you must sign in to use Paypal to pay for your donations after tweeting about it. Twollars – generic Twitter currency, each starts with 50 Twollars but can only be converted to real funds for charities when someone buys the Twollars from the charities that were given Twollars by other users http://www.guardian.co.uk/money/blog/2009/may/27/twollars-twitter-currency-charity
A tool more for connecting and communicating, raising awareness and engagement in vision rather than fundraising(Success judged in terms of engagement with supporters through marcomms more so than fundraising)http://afine2.wordpress.com/2009/04/27/social-media-glass-half-full-or-half-empty/http://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Slacktivism – Twibbons, Facebook causes (do good as long as you don’t have to get out of your chair)Call to action (easy to get a RT, more difficult to get the same people to open their wallets)http://en.wikipedia.org/wiki/SlacktivismDrop in the ocean compared to other forms of fundraising – eg. Televised appeals (Action Aid expects to raise more money from DM campaign than online http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH)CAF Disaster Monitor – traditional comms methods most likely to motivate people to give, cash giving declining in popularity but still most frequently usedNot sustainable – donor fatigue? More one time gifts than regular oneshttp://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Direct donation platforms still at its infancyFacebook (credit card payment, but only available for US/Canada registered charities) http://apps.facebook.com/causes/aboutTwitter apps raises awareness, but need tedious extra step for funds to reach charities.Also only available for US charities – no GiftAid. Twonate – can use different platforms to tweet your donation or even add a Twonate button on your website/blog, but you must sign in to use Paypal to pay for your donations after tweeting about it. Twollars – generic Twitter currency, each starts with 50 Twollars but can only be converted to real funds for charities when someone buys the Twollars from the charities that were given Twollars by other users http://www.guardian.co.uk/money/blog/2009/may/27/twollars-twitter-currency-charity
A tool more for connecting and communicating, raising awareness and engagement in vision rather than fundraising(Success judged in terms of engagement with supporters through marcomms more so than fundraising)http://afine2.wordpress.com/2009/04/27/social-media-glass-half-full-or-half-empty/http://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Slacktivism – Twibbons, Facebook causes (do good as long as you don’t have to get out of your chair)Call to action (easy to get a RT, more difficult to get the same people to open their wallets)http://en.wikipedia.org/wiki/SlacktivismDrop in the ocean compared to other forms of fundraising – eg. Televised appeals (Action Aid expects to raise more money from DM campaign than online http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH)CAF Disaster Monitor – traditional comms methods most likely to motivate people to give, cash giving declining in popularity but still most frequently usedNot sustainable – donor fatigue? More one time gifts than regular oneshttp://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Direct donation platforms still at its infancyFacebook (credit card payment, but only available for US/Canada registered charities) http://apps.facebook.com/causes/aboutTwitter apps raises awareness, but need tedious extra step for funds to reach charities.Also only available for US charities – no GiftAid. Twonate – can use different platforms to tweet your donation or even add a Twonate button on your website/blog, but you must sign in to use Paypal to pay for your donations after tweeting about it. Twollars – generic Twitter currency, each starts with 50 Twollars but can only be converted to real funds for charities when someone buys the Twollars from the charities that were given Twollars by other users http://www.guardian.co.uk/money/blog/2009/may/27/twollars-twitter-currency-charity
A tool more for connecting and communicating, raising awareness and engagement in vision rather than fundraising(Success judged in terms of engagement with supporters through marcomms more so than fundraising)http://afine2.wordpress.com/2009/04/27/social-media-glass-half-full-or-half-empty/http://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Slacktivism – Twibbons, Facebook causes (do good as long as you don’t have to get out of your chair)Call to action (easy to get a RT, more difficult to get the same people to open their wallets)http://en.wikipedia.org/wiki/SlacktivismDrop in the ocean compared to other forms of fundraising – eg. Televised appeals (Action Aid expects to raise more money from DM campaign than online http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH)CAF Disaster Monitor – traditional comms methods most likely to motivate people to give, cash giving declining in popularity but still most frequently usedNot sustainable – donor fatigue? More one time gifts than regular oneshttp://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Direct donation platforms still at its infancyFacebook (credit card payment, but only available for US/Canada registered charities) http://apps.facebook.com/causes/aboutTwitter apps raises awareness, but need tedious extra step for funds to reach charities.Also only available for US charities – no GiftAid. Twonate – can use different platforms to tweet your donation or even add a Twonate button on your website/blog, but you must sign in to use Paypal to pay for your donations after tweeting about it. Twollars – generic Twitter currency, each starts with 50 Twollars but can only be converted to real funds for charities when someone buys the Twollars from the charities that were given Twollars by other users http://www.guardian.co.uk/money/blog/2009/may/27/twollars-twitter-currency-charity
A tool more for connecting and communicating, raising awareness and engagement in vision rather than fundraising(Success judged in terms of engagement with supporters through marcomms more so than fundraising)http://afine2.wordpress.com/2009/04/27/social-media-glass-half-full-or-half-empty/http://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Slacktivism – Twibbons, Facebook causes (do good as long as you don’t have to get out of your chair)Call to action (easy to get a RT, more difficult to get the same people to open their wallets)http://en.wikipedia.org/wiki/SlacktivismDrop in the ocean compared to other forms of fundraising – eg. Televised appeals (Action Aid expects to raise more money from DM campaign than online http://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCH)CAF Disaster Monitor – traditional comms methods most likely to motivate people to give, cash giving declining in popularity but still most frequently usedNot sustainable – donor fatigue? More one time gifts than regular oneshttp://hildygottlieb.com/2009/02/08/social-media-fundraising-unsustainable-scarcity-based-begging/ Direct donation platforms still at its infancyFacebook (credit card payment, but only available for US/Canada registered charities) http://apps.facebook.com/causes/aboutTwitter apps raises awareness, but need tedious extra step for funds to reach charities.Also only available for US charities – no GiftAid. Twonate – can use different platforms to tweet your donation or even add a Twonate button on your website/blog, but you must sign in to use Paypal to pay for your donations after tweeting about it. Twollars – generic Twitter currency, each starts with 50 Twollars but can only be converted to real funds for charities when someone buys the Twollars from the charities that were given Twollars by other users http://www.guardian.co.uk/money/blog/2009/may/27/twollars-twitter-currency-charity
http://www.dec.org.uk/who_we_are/dec_members.htmlhttp://www.thirdsector.co.uk/news/archive/979232/Charities-adopt-new-methods-emergency-fundraising/?DCMP=ILC-SEARCHThe DEC itself appears to be shifting towards newer fundraising techniques. Kath Hindley, its deputy chief executive, says online donations made up £14m of the £25m it raised in the first five days. She says £8m was raised online after an announcement on Twitter before the TV appeal began.
http://www.thirdsector.co.uk/news/archive/978348/DEC-Haiti-earthquake-appeal-brings-25m/?DCMP=ILC-SEARCHThe appeal raised its first £8m after the committee announced the start of the appeal on Twitter. At 7.41pm on Wednesday (13 January), the DEC sent a message to its followers on the social networking site saying: "You're the first to know - DEC #Haiti Earthquake Appeal now live, UK broadcast appeals to follow."The opening of the appeal was followed at midnight on Thursday by the 'period of joint action', during which DEC member charities are obliged to offer donors the chance to donate to the DEC instead of directly to the charities.http://twitter.com/decappeal/status/7719398952
http://www.facebook.com/pages/Disasters-Emergency-Committee-DEC/33268280976?v=wall#!/note.php?note_id=277029712621Within a few day of their fundraising appeal:Flickr account attracted 34,000 views of images from the DEC’s member agenciesYouTube video of the DEC broadcast appeal attracted nearly 3,000 viewshttp://www.flickr.com/photos/disastersemergencycommittee/
http://www.facebook.com/note.php?note_id=258530142621In two weeks since their fundraising appeal was made public:Website traffic reached over 250,000 per day hits jump by 25,000% (traffic change between 28 December 2009 and 27 January 2010)Facebook fans increase from 800 to over 15,000Twitter followers increase from 400 to 2,500 influence to be ranked in the top 0.10% of users (retweetrank.com)
Viral – celebrities and other supporters RT GIVE 70077 tweet, answers questions raised by followers – reassure help is reaching Haiti
Viral – celebrities and other supporters RT GIVE 70077 tweet, answers questions raised by followers – reassure help is reaching Haiti
http://twitter.com/MCFC/statuses/8283162815
http://www.facebook.com/note.php?note_id=252570477621
After the announcement on Twitter, the appeal raised its first £8m. http://www.facebook.com/note.php?note_id=258530142621Social media presence has long been regarded by many fundraisers as difficult for charities to directly monetise but people texting ‘GIVE’ to 70077 has so far raised over £161,000 despite being promoted almost exclusively on twitter. With a staggering £60m raised for the DEC Haiti Earthquake Appeal to date and almost half the people in the UK having donated.
(Address social media fundraising weaknesses)

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