Are social media channels effective
fundraising tools for emergency appeals?
    - A DEC Haiti earthquake appeal case stud...
Trends in interactive media

• Increasing number of people are
  using social media

• Those who use social media are
  al...
What is social media?

  Media designed to be disseminated
  through social interaction

• Interactions: from broadcast me...
Why charities use social media to raise funds

• Cost-effective
Why charities use social media to raise funds

• Cost-effective
• Addition to other offline and
  online fundraising metho...
Why charities use social media to raise funds

• Cost-effective
• Addition to other offline and
  online fundraising metho...
Why charities use social media to raise funds

• Cost-effective
• Addition to other offline and
  online fundraising metho...
Why charities use social media to raise funds

• Cost-effective
• Addition to other offline and
  online fundraising metho...
Why charities use social media to raise funds

• Cost-effective
• Addition to other offline and
  online fundraising metho...
Weaknesses of ‘social media fundraising’

• A tool more for raising
  awareness and engagement in
  vision rather than fun...
Weaknesses of ‘social media fundraising’

• A tool more for raising awareness
  and engagement in vision rather
  than fun...
Weaknesses of ‘social media fundraising’

• A tool more for raising awareness
  and engagement in vision rather
  than fun...
Weaknesses of ‘social media fundraising’

• A tool more for raising awareness
  and engagement in vision rather
  than fun...
Weaknesses of ‘social media fundraising’

• A tool more for raising awareness
  and engagement in vision rather
  than fun...
Case study: DEC Haiti earthquake appeal

                            (DEC) is made up of 13
                            me...
DEC appeal launch
Within few days of the launch




• Flickr account attracted   • YouTube video of the DEC
  34,000 views of images       b...
Two weeks after appeal launch

• Website traffic reached
  over 250,000 per day, hits
  jump by 25,000%

• Facebook fans i...
DEC Twitter/Text campaign
•   Mobile text donation
    method publicised
    on Twitter




•   Text campaign goes
    vir...
DEC Twitter/Text campaign
•   Keep followers
    updated with
    members’ work –
    remind people why
    they should su...
DEC Twitter/Text campaign
    •    DEC appeal inspires supporters
         to be creative with Twitter
         fundraisin...
Facebook




• Important source of information – donation methods, press
  releases, links to video updates

• Provides su...
Results from Twitter/Text campaign

• After the announcement on
  Twitter, the appeal raised
  its first £8m. This was bef...
Lessons from DEC Haiti earthquake appeal
• Mobile donation integrated with social media promotion
  gets round social medi...
Other musings
• Immediacy of social media similar to the nature of
  emergency appeals, making these channels
  appropriat...
A few questions to ponder over

• Would the same lessons from DEC Haiti earthquake
  appeal apply to non-emergency appeals...
Upcoming SlideShare
Loading in...5
×

Are social media channels effective fundraising tools for emergency appeals?

1,789

Published on

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.

Published in: Education, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,789
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 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)
  • Are social media channels effective fundraising tools for emergency appeals?

    1. 1. Are social media channels effective fundraising tools for emergency appeals? - A DEC Haiti earthquake appeal case study IMS State of the Industry presentation 10.02.2010 Rebekah Hah
    2. 2. Trends in interactive media • Increasing number of people are using social media • Those who use social media are also using more of it
    3. 3. What is social media? Media designed to be disseminated through social interaction • Interactions: from broadcast media monologues (one to many) into social media dialogues (many to many) • People: from content consumers into content producers
    4. 4. Why charities use social media to raise funds • Cost-effective
    5. 5. Why charities use social media to raise funds • Cost-effective • Addition to other offline and online fundraising methods
    6. 6. Why charities use social media to raise funds • Cost-effective • Addition to other offline and online fundraising methods • Broaden existing usage as a marketing communications tool
    7. 7. Why charities use social media to raise funds • Cost-effective • Addition to other offline and online fundraising methods • Broaden existing usage as a marketing communications tool • Reach supporters who see new media as a way of life
    8. 8. Why charities use social media to raise funds • Cost-effective • Addition to other offline and online fundraising methods • Broaden existing usage as a marketing communications tool • Reach supporters who see new media as a way of life • Already used as a platform to promote good causes
    9. 9. Why charities use social media to raise funds • Cost-effective • Addition to other offline and online fundraising methods • Broaden existing usage as a marketing communications tool • Reach supporters who see new media as a way of life • Already used as a platform to promote good causes • Measurable and trackable results
    10. 10. Weaknesses of ‘social media fundraising’ • A tool more for raising awareness and engagement in vision rather than fundraising
    11. 11. Weaknesses of ‘social media fundraising’ • A tool more for raising awareness and engagement in vision rather than fundraising • ‘Slacktivism’ Describes "feel-good" measures, in support of an issue or social cause, that have little or no practical effect other than to make the person doing it feel satisfaction
    12. 12. Weaknesses of ‘social media fundraising’ • A tool more for raising awareness and engagement in vision rather than fundraising • ‘Slacktivism’ • Drop in the ocean compared to other fundraising methods
    13. 13. Weaknesses of ‘social media fundraising’ • A tool more for raising awareness and engagement in vision rather than fundraising • ‘Slacktivism’ • Drop in the ocean compared to other fundraising methods • Not sustainable
    14. 14. Weaknesses of ‘social media fundraising’ • A tool more for raising awareness and engagement in vision rather than fundraising • ‘Slacktivism’ • Drop in the ocean compared to other fundraising methods • Not sustainable • Direct donation platforms still in its infancy
    15. 15. Case study: DEC Haiti earthquake appeal (DEC) is made up of 13 member agencies who provide humanitarian aid in times of disaster. For their Haiti earthquake appeal, the DEC has adopted newer fundraising techniques using social media.
    16. 16. DEC appeal launch
    17. 17. Within few days of the launch • Flickr account attracted • YouTube video of the DEC 34,000 views of images broadcast appeal attracted from the DEC’s member nearly 3,000 views agencies
    18. 18. Two weeks after appeal launch • Website traffic reached over 250,000 per day, hits jump by 25,000% • Facebook fans increase from 800 to over 15,000 • Twitter followers increase from 400 to 2,500, influence ranked in the top 0.10% of users
    19. 19. DEC Twitter/Text campaign • Mobile text donation method publicised on Twitter • Text campaign goes viral – retweets from public figures, celebrities and other supporters
    20. 20. DEC Twitter/Text campaign • Keep followers updated with members’ work – remind people why they should support the appeal • Answers questions about the aid process – reduces negative perceptions preventing people from donating
    21. 21. DEC Twitter/Text campaign • DEC appeal inspires supporters to be creative with Twitter fundraising initiatives • Direct traffic to TV and other social media channels to reinforce the appeal message
    22. 22. Facebook • Important source of information – donation methods, press releases, links to video updates • Provides supporters a platform for their own fundraising initiatives
    23. 23. Results from Twitter/Text campaign • After the announcement on Twitter, the appeal raised its first £8m. This was before the televised appeal or availability of text donation • People texting ‘GIVE’ to 70077 has so far raised over £161,000 despite being promoted almost exclusively on Twitter – no mention of mobile donation method in televised appeal
    24. 24. Lessons from DEC Haiti earthquake appeal • Mobile donation integrated with social media promotion gets round social media’s direct donation issues • When online communities are empowered to make a real difference, it is no longer a case of slacktivism • Haiti appeal shows that social media can be a feasible fundraising channel • Funds raised through social media still a drop in the ocean, but Haiti appeal indicates trend or at least potential for impact to be much bigger in future emergency appeals • Sustainable? Only time will tell
    25. 25. Other musings • Immediacy of social media similar to the nature of emergency appeals, making these channels appropriate for emergency fundraising • Social media channels are platforms for viral communication, but not every tweet or status update is passed along or acted on - message has to resonate with people first • While measurable, it is still difficult to predict results of call-to-action requests on social media • Results can surprise and amaze you
    26. 26. A few questions to ponder over • Would the same lessons from DEC Haiti earthquake appeal apply to non-emergency appeals? • What other strengths and weaknesses are there in using social media channels to raise funds for good causes? • Which benchmarks are best to gauge whether or not social media channels make good fundraising tools?

    ×