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UNIVERSITY OF EAST ANGLIA
School of International Development
Where Does the Money Come From?
Understanding Fundraising, the use of Social
Media and the Socio-political Challenges faced by
NGO’s.
Student Number – 100048865
Supervised by - Mr David Girling
Word Count – 8,578
A dissertation submitted towards the degree of BA Geography and International
Development with Overseas Experience at the University of East Anglia, March 2016
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Table of Contents
List of Diagrams, Graphs and Tables
3
Abstract
4
1. Introduction
5
1.1 Overview
5
1.2 Research Questions
6
1.3 Structure
7
2. Literature Review
8
2.1 Literature on Fundraising
8
2.2 Literature on Social and Political Challenges
11
3. Methodology
14
4. Results
16
4.1 Oxfam
16
4.2 Water Aid
18
4.3 UNICEF
19
5. Analysis of Results
21
6. Case Study St John Eye Hospital of Jerusalem
23
6.1 Overview
23
6.2 St John Eye Hospital Fundraising
24
6.3 St John Eye Hospital Social and Political Challenges
26
7. Conclusion
27
7.1 Conclusion on Fundraising
27
7.2 Conclusion on Social and Political Challenges
28
7.3 The Future
29
Bibliography
30
Appendix
38
YouTube Videos
38
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List of Acronyms
AIDS Acquired Immune Deficiency Syndrome
HIV Human Immunodeficiency Virus
HMRC Her Majesty’s Revenue and Customs
NBC National Broadcasting Company
NGO Non-Governmental Organisations
Oxfam Oxford Families Fund
SJEH St John Eye Hospital
UNICEF United Nations Children’s Emergency Fund
List of Diagrams, Graphs and Tables
Page 9 Figure 1 Sources of Fundraising, Ian Bruce, Successful Charity Marketing
Page 16 Figure 2 Oxfam Average Engagements With Social Media Posts
Page 18 Figure 3 Water Aid Average Engagements With Social Media Posts
Page 19 Figure 4 UNICEF Average Engagements With Social Media Posts
Page 24 Figure 5 St John Eye Hospital Sources of Income
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Abstract
Fundraising refers to all voluntary income received by a company. For non-governmental
organisations voluntary income is often their primary source of revenue. Understanding
where this comes from is important as it helps to identify the key areas that should be
focused on when fundraising. This is the key aim of this paper. In addition to this the
research conducted tries to present ideas on how non-profits overcome the social and
political challenges associated with fundraising and working in the developing world. To
do this research has been conducted on the social media presence of three key non-
governmental organisations as well as an in depth study of St John Eye Hospital in
Jerusalem. Furthermore research on the key literature surrounding the research questions
has been undertaken to understand the key themes and discussion found in the academic
world when looking at non-profit fundraising. The results gleaned from the research
show a high level of potential engagement on social media. However due to several
factors, one of which is identified as compassion fatigue, little success on direct
fundraising can be found through the use of social media. However the use of social
media, it is highlighted, is a great advertising tool for raising awareness. Furthermore it is
established that the most critical challenges faced by non-profits is too close association
with government and losing the interest of the general public due to too many charities
all vying for the same funds. It is concluded that the sources of voluntary income are
varied and include traditional methods as well as methods driven by new technological
advance. In addition, looking forward, suggestions are made that propose a different
form of non-profit that focuses on one particular issue or crisis and utilizes technology to
connect donor and recipient in a far more personal way to encourage more funds.
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1. Introduction
1.1 Overview
In the developing world charity organisations that are not affiliated to a government, Non
Governmental Organisations (NGOs) are often a primary provider of essential goods and
services (Karajkov, 2006). These organisations, due to the nature of their work, require
funding to operate and this funding is raised from many different sources with charitable
giving contributing a large part. (Fritz, 2015)
According to Giving USA, total charitable giving in the U.S. reached more
than $298.4 billion in 2011. Of that amount, 73% came from individuals. The
rest of the philanthropic pie is made up of government and foundations
grants, bequests, and corporate philanthropy.
A good example of this is the case study of St John Eye Hospital Jerusalem (SJEH) that
this paper will use. 58% of the organisations income for 2013/2014 was through
charitable giving (SJEH Annual Review 2014). Fundraising, as it is known, is a very
diverse and complex field. In the charitable sector it completely relies on the generosity
of individuals and companies to give monies, or other services, with no return on their
input. This method of fundraising is not guaranteed and does not mean a constant stream
of income because Charitable NGO are not producing a product for the donor but rather a
promise of the good intentions for their donation. The topic this paper is going to focus
on is important in the wider view of International Development as a large proportion of
aid and relief work that is conducted in the developing world is carried out by
organisations that are for the most part charity funded (Karajkov, 2006). This is
particularly apparent in the case study used in this dissertation, as SJEH are the only
charitable provider of eye care in the region they operate in (Stjohneyehospital.org). In
the current economic climate raising charitable funds is becoming harder than ever.
People are much less generous but at the same time due to the advent of social media
they are far more connected to the developing world. This combined with the recent
launch of a fundraising tool within the Facebook platform makes social media a very
useful tool in helping NGO reach more donors (Curtis. S, 2015). Understanding why
people donate to charities and how best to make them donate to a cause is important in
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sustaining the valuable work done by NGOs throughout the world. Because of this
understanding the challenges and motivations associated with charitable giving is
important in ensuring a continued level of giving enabling the vital work to continue.
1.2 Research Questions
The aim of this paper is to understand the field of fundraising for charitable NGO’s by
focusing on key research questions and using the available academic literature on the
subject to anchor this paper in theory. These key research questions are.
• What different methods do NGOs use to fundraise in the 21st
century particularly
with the advent of modern social media?
• What social and political challenges are NGOs facing when trying to fundraise and
operate?
These questions highlight key areas of fundraising starting with the donor and moving
through to the challenges that NGOs face. It is getting harder to get people to part with
their money for causes that do not directly benefit or affect them, this could be due to the
economic crash that was seen in 2008 (Economist, 2013). The focus on social media is
being explored due to the ease of access for both, donor and charity as well as the
universal nature of the websites enabling international communication. It is my hope that
with this paper the struggle will become clearer and a conclusion can be drawn that will
make it easier for the reader to understand the world of fundraising for a charitable NGO.
Due to the overwhelming amounts of available information and data that is readily
available to any researcher, this paper has been written using secondary data. In addition
to this the author will be using a particular case study that will focus on a company called
St John Eye Hospital Jerusalem. It is an NGO that works in the occupied Palestinian
territory (oPt) providing charitable eye care. The reason for using them as a primary case
study is two fold. Firstly it is due to their very varied methods of fundraising and
secondly the author of this paper spent time working for them as an intern and therefore
got to know the ways in which they fundraise and conduct themselves as an organisation,
this will enable a very accurate case study.
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1.3 Structure
The structure of this paper will ensure a clear and concise flow of the argument. It will
begin with a literature review that will look at the leading authors and frameworks that
relate to the topic of this dissertation. This will be followed by a methodology that looks
at the ways in which data has been collected and analysed. After that the results of the
research will be presented and then discussed with reference to the literature review with
the focus being on how ‘non-profits’ fundraise. Following on from that an in depth case
study of St John Eye Hospital will be presented. This will aim to answer the research
questions in relation to a real world example. The final section will reflect on the
effectiveness and authenticity of this paper as well as looking towards the future of NGO
fundraising before, finally, a conclusion will be drawn on the research questions in
relation to the data collected as well as looking towards how the future of fundraising
may look. Following on from the main text will be a list of references used as well as an
appendix of YouTube content that has been viewed in order to collect data. It should be
highlighted that this study is not a comprehensive assessment of all sources of
fundraising the use of social media and all challenges faced as the title “Where does the
money come from?” might suggest. Instead it provides an overview constructed with
what data is publicly available.
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2. Literature Review
The concept of charitable fundraising has existed for as long as there have been causes,
which require assistance from charitable sources. This section will look at the existing
literature on the topic of fundraising and its challenges in an attempt to uncover
arguments that will help answer the research questions that were laid out in the previous
section. To do this the first focus will be on the ways in which NGOs fundraise and how
opinion on this topic has changed. This will then be followed by arguments on the
challenges both political and social that are faced by NGOs. This later part will link in
with the case study presented in the results section, which will look at the
aforementioned charity St John Eye Hospital Jerusalem.
2.1 Literature on Fundraising
One of the key authors writing in the field of NGOs and fundraising is Ian Bruce. His
book Successful Charity Marketing (1994) is to be the leading source of information on
fundraising and the relationship between donors and charities in this paper. He highlights
that the definition of fundraising is more complex than just money raised. ‘‘Among
professional fund raising charities it is synonymous with ‘voluntary income’ and covers
all charity income. Covers everything from money to gifts in kind.’ (Bruce ’98). This
shift in definition towards donations as more than just monetary brings a new dimension
to the ways in which charities fundraise. It means that instead of looking for traditional
donors, more targeted approaches can be pursued for different types of income. A good
example of this is partnerships with technology companies to provide computer
resources. In answering the first research question it is important to understand the
sources of income for charity NGOs. These sources are illustrated below in a diagram
below.
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Fig 1 lays out the different sectors that charity income comes from and then breaks each
sector down by the type of income that is gleaned in each case. Bruce emphasises that the
most well known source is the informal sector as this is how the majority of people
interact with charities. This includes sponsored events and voluntary work for charities.
Despite this being the most well known source it is not always the most lucrative. The
commercial sector, whereby companies interact with and provide income for charities as
well as the statutory sector which covers grants from funds such as the national lottery
are thought of as the highest earners. Despite this, a well-funded charity will use all
income sources not only for funding but also to maintain a public image that helps them
to go about their work. Having a presence in the public consciousness makes it easier for
a charity to fundraise through the public, as people are aware of their intentions.
One of the more recent methods of fundraising, which utilises income given by
Government, is gift aid. Gift aid is a fundraising initiative introduced in 1990 by the UK
Government whereby 25% of a donation will be matched by Her Majesty’s Revenue and
Customs (HMRC) (gov.uk, 2016). This was initially only on cash donations but over
time the scheme has expanded to cover all donations by a UK taxpayer to a charity based
in the UK. This scheme, therefore, is a very large source of income for charities and is
Commercial
Sector
Donations
Sponsorship
Gifts
in
Kind
Secondment
Donations
Legacies
Time
and
Donations
(Sponsorship)
Charity
Goods
Voluntary
Service
Work
Informal
Sector
(individuals)
Voluntary
Sector
Statutory
Sector
Charity
and
trust
donations
Donated
profits
of
subsidiaries
Grants
Figure
1
(Bruce
’98,
p.191)
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something highly advertised during fundraising drives. A similar scheme to gift aid, but
one not exclusively run by Governments, is match giving. Match giving is a scheme
whereby a fund promises to match donations pound for pound up to a pre-determined
level (doublethedonation.com, 2016).
Although Bruce lays out many traditional methods of fundraising, in the 21st
century a
new key approach to fundraising is through the use of Social Media. Social media is "a
group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of user-generated
content." (Kaplan and Haenlein, 2009). Another definition of social media is social
networking sites that are driven by user-participation and user-generated content
(Tredinnick, 2006). While the idea of social media has existed for some time, the use of it
as a tool for fundraising is an altogether more modern idea. There are various methods
used through social media sites to interact with donors and through this interaction
generate funds. It is the content created by charities and posted on sites such as
Facebook, Twitter and YouTube that attracts donors to becoming involved with charities.
Despite this interaction it is only Facebook that has a tool that enables direct fundraising
without a third party being involved. “The Facebook fundraising tool means Non profits
can set up a campaign page, tell their story, share a video, rally supporters, collect
donations and visibly track progress towards their goal” (Curtis, 2015). It enables people
to donate easily and share the evidence of their generosity with their friends, encouraging
more people to donate (Gleit, 2015). Despite this the use of social media as a tool to
connect with potential donors makes it vital in the armoury of tools available to charities.
If a charity is lucky enough for a campaign to ‘go viral’ and be seen and interacted with
the world over then large amounts of money can be raised.
There is a wealth of literature on the use of social media for non-profits. Perhaps the
most interesting is Heather Mansfield’s Social Media for Social Good: A How-to Guide
for non-profits. It details the way in which organisations can utilize social media for their
benefit. In particular it focuses on the aforementioned ‘big three’ of Facebook, YouTube
and Twitter. “YouTube is the second largest search engine in the world, behind only
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Google. It is highly trafficked and should be the foundation for your non-profits video
campaigns” (Mansfield, 2007 Page 55).
It can be seen from the aforementioned literature that the ‘traditional’ methods of
fundraising are still current. Donations, sponsored events and legacies still make up a
large part of voluntary income. However in recent years the popularity of gift aid has
expanded and the use of viral social media content all contribute towards the NGO goal
of fundraising.
2.2 Literature on Social and Political Challenges
The second aim of this paper, as stated in section 1.2, is to look at ‘What social and
political challenges are NGOs facing when trying to fundraise and operate?’ As
international political tensions rise and social differences become more apparent
fundraising for a cause can become a complex undertaking of avoiding offense and
bureaucracy.
People can become tired of constant attempts by charities to fundraise. This is a
phenomenon known as compassion fatigue (Moeller, 1999). Compassion fatigue is the
lessening of care by persons who are over exposed to a situation to the point where they
are no longer moved or interested in the circumstance. There has been compassion
fatigue in many different forms for many years (compassionfatigue.org). It was Moeller
that highlighted the link between NGO fundraising and compassion fatigue amongst
donors both potential and existing. Moeller’s book, Compassion Fatigue: How the
Media Sell Disease, Famine, War and Death is regarded as one of the key texts in the
field of compassion fatigue. In the book Moeller highlights a statement attributed to
Harold Evans the former president of NBC News. His statement proposed that a man is
exposed to more happenings on a single cover of the Sunday times than someone would
be exposed to in their entire lifetime only a few hundred years ago (Moeller 1999). This
is an example of there being too much happening for someone to focus compassion. The
constant scale and regularity of disaster causes fatigue amongst people. Another type of
compassion fatigue that causes problems for NGOs who are trying to fundraise is
remoteness (Ibid). In her book Moeller gives an example of this taken from a US TV
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show called Nightline. During the show it was pointed out that one girl trapped in a well
in Texas held the entire nations attention but millions of people starving in Africa or
thousands drowning in Bangladesh barely received any attention (Ibid). This example is
relevant to the study this paper is presenting as it shows that when fundraising a charity
must be aware of the nature of their donor’s tendencies. If a cause if distant and doesn’t
relate to a person normal life as stated by Moeller there is less chance of it holding their
interest and therefore less chance of them contributing.
Traditional methods of fundraising often seen as borderline harassment were called into
question in 2015 after the death of Olive Cooke (Meade, 2015). A woman who had
fundraised all her life and sold poppies was found dead in her home shortly before the
70th
celebration of VE day and her death was sudden and ruled suspicious (BBC, 2015).
A friend of hers was quoted in the news at the time saying (Ibid):
He had thrown out two bags of letters asking for money and Mrs. Cooke's
phone would constantly call with requests for donations. At one stage, she
had 27 direct debits going to different charities.
An incident such as this is bound to spawn questions regarding the ethics of fundraising,
particularly amongst the vulnerable members of the population.
In section 1.2 the question of social and political challenges associated with fundraising
was asked. NGOs relationships with government vary drastically (Drabek 1987). “NGOs
from both the North and South expressed concern about accepting funds from
governments” (Ibid: Page xiii). This connection between governments and NGOs can
lead to accusations of puppetry whereby the NGO is accused of only working on behalf
of the Government that provides funds. This can be made complex when an NGO is
trying to work towards a policy that is not held by a government and therefore needs
change (Ibid). The two stances are that it is not right to take money from those an NGO
opposes but at the same time it can help to open and start dialogue that can lead to
change (Ibid). Though the validity of the paper by Drabek still rings true, in the years
since it was written development literature has progressed. Mitlin et al 2007 propose that
the this paper is of little consequence anymore as the world has become ‘smaller’ and
that rather than political challenges there are political opportunities and relationships
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internationally and locally. This shift in thinking is called development alternatives
(Mitlin et al 2007). The change from challenge to opportunity is highlighted by Drabek
as the second option that NGOs can take when dealing with challenging political
situations as detailed above.
It is clear that the general public, who are not directly involved in charities, need to be
engaged in far more creative ways to ensure a constant stream of voluntary income. The
existence of charitable organisation would be called into doubt if there were no support
to be found in the general population or the governments of the countries they work in.
Therefore appeasing them and overcoming the social and political challenges is vital.
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3. Methodology
This dissertation is a desk-based paper. That means that all of the research collected has
been done so through methods that utilise information freely available through books,
newspapers, the World Wide Web and journal articles. Therefore persons other than the
author of this dissertation wrote the data and information gathered and presented in this
paper. In order to do this there have been four key sources of information; peer reviewed
academic articles, published books and grey literature, which includes newspaper articles
and various different websites. This involves looking at what is being said and comparing
it to the results it produces.
The final major source is through the coding and categorisation of advertising materials
produced by charitable organisations and presented on the websites YouTube, Facebook
and Twitter. I have chosen these three websites as they are known as the ‘big three’
(Mansfield, 2007). That is, they are the three most used and most influential social media
sites. This method is appropriate due to the prominence of these websites and in
particular the global usage of YouTube, which was highlighted in section 2.1 when
looking at the work of Heather Mansfield. This method requires the researcher to
categorise different types of viral advertising and then to assess, using available statistics,
the level of success through interaction with the advert. This interaction ranges from up
votes through to shares on social media sites. After collecting the data, it has been
organised into tables to provide visual representation so as to provide clarity on the
information. Although a simple method of data analysis, it has been employed because it
is very easy for the reader to understand the point the author is trying to convey without
having to understand the more complex maths that are associated with more detailed
quantitative data analysis. Furthermore the use of quantitative analysis is better used on
large amounts of data that cannot be quickly compared visually. The viral advertising
was chosen at random by selecting video and advert names from the last 2 years. The
examples chosen represent two forms of viral advertising. The first is the use of
celebrities in social media for charities and the second is the use of stories for viral
advertising. Three charities have been focussed on for the collection of data and these are
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Oxfam, United Nations International Children’s Emergency Fund (UNCIEF) and Water
Aid. These charities have been chosen because they all are heavily involved in the same
geographical area as the case study of St John Eye Hospital and all are involved in the
health sector as are SJEH. To ensure the data collected from each source is comparable
only the UK based social media pages rather than international ones have been used.
To access this information different search engines and methods have been employed.
Firstly Google scholar has been used to access the majority of journal articles used with
access being provided by the University of East Anglia. The University of East Anglia’s
library has been the primary source for all published books used in the writing of this
paper using an internal search system to ensure an efficient collection of information.
Finally Google search has been used for grey literature.
For all information relating to the case study focussing on St John Eye Hospital of
Jerusalem data has been collected from their websites available resources. In addition
any additional information has been accessed through the staff at the London Office of
the organisation. To ensure no need for ethical clearance all of the information gleaned is
freely available to any researchers who were to get in touch with SJEH.
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4. Results
As detailed in section 3 the data was collected from Facebook, YouTube and Twitter.
Firstly this section will focus on the results taken from Oxfam.
4.1 Oxfam
Data Sourced From – Oxfam GB (YouTube/Facebook/Twitter) Figure 2
Oxfam’s YouTube account has 6,540 subscribers and the operators of the account are
regularly active uploading a video every two days on average. (Oxfam GB YouTube,
2016) Of the videos that used celebrity endorsement for the campaign the average
number of views per video was 11,352 and the number of times the video was shared on
other social media platforms from YouTube was 26 (Ibid). The most ‘viral’ video on the
account, which fell under the celebrity endorsement category, was ‘Naomi Harris has her
Eyes on Paris’ with 28,998 views and 12 shares. (Ibid, 2015). The videos that fell into the
story category whereby the video described a situation through the eyes of a single
person or community had an average of 23,000 views and 80 shares to other platforms
(Ibid, 2015). The highest viewed video was ‘The End of Extreme Poverty’ with 506,500
views and 71 shares (Ibid, 2015).
Oxfam (Average Engagements With Social Media Posts)
YouTube
6,540 Subscribers
Facebook
264,005 Followers
Twitter
247,000 Followers
Views 15,000 Shares 81 Retweets 120
Shares 40 Likes 406 Likes 50
Most Viral Post Most Viral Post Most Viral Post
Views 506,500 Shares N.A Retweets 1,300
Shares 71 Likes N.A Likes 622
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The Oxfam Facebook account has far more “followers”. 264,005 people actively follow
the account. (Oxfam Facebook). There was less use of celebrity endorsement with only
one such example from the last two years which looked at Ebola and has 129 shares and
400 likes (Ibid). Story based content was more regular with an average engagement of 79
shares and 404 likes. It was not possible to find out how many people viewed the content
due to the nature of the available statistics. However each post by Oxfam on Facebook
would have shown up on each follower’s own Facebook page. This means a potential
viewership of 264,000 people. It was also not feasible to identify the most viral post from
the last two years due to the nature of how the content is displayed and accessed
The final social media platform looked at was Twitter. The nature of this particular social
media platform meant that the content was much less focussed and could not be
categorised in the same way. The number of people that followed the page numbered at
247,000 (Oxfam Twitter). However the overall average engagement with relevant content
averaged at 50 likes and 120 re-tweets, (Ibid), an action whereby a person can post the
same information instantly on their own twitter page. The most viral post focused on the
discovery that 62 people shared the same amount of wealth as the poorest 3.6 billion
(Ibid, 2016). This particular piece of content had 622 likes and 1300 re-tweets.
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4.2 Water Aid
Data Sourced From – Water Aid UK (Facebook/YouTube/Twitter) Figure 3
Water Aid has a less active YouTube account as they only have 2,963 subscribers but
they still post a video every two/three days (Water Aid YouTube, 2016). The average
viewership for videos that use celebrity endorsement was 1784 with an average of 10
shares to other platforms per video (Ibid, 2016). The content, which used storytelling as
the primary method rather than celebrities, had an average view count of 5623 and 20
shares (Ibid). The most watched video that used celebrity endorsement was a TV advert
that featured Hugh Bonneville in India, which had been viewed 2783 times and shared 14
times (Ibid, 2015). By comparison the most viral video that fell into the storytelling
category was one entitled ’76 year old women gets access to clean water for the first time
in Her life.’ This had been viewed 7300 times and shared 20 times (Ibid).
The Water Aid Facebook account, with 71000 members, (Water Aid UK Facebook,
2016) is very active. They are very good at responding to the general public, within 48
hours, when a question is asked. This is seen in nearly every post made to the page.
There was no evidence on the Water Aid Facebook page of the use of celebrity
endorsement in their viral advertising. Though evidence of this practice existed on their
YouTube page as detailed above. For posts under the category of storytelling the average
amount of shares was 61 and the number of likes was 200 (Ibid). The number of people
Water Aid (Average Engagements With Social Media Posts)
YouTube
2,963 Subscribers
Facebook
71,037 Followers
Twitter
61,700 Followers
Views 3750 Shares 61 Retweets 23
Shares 13 Likes 200 Likes 17
Most Viral Post Most Viral Post Most Viral Post
Views 7,300 Shares N.A Retweets 105
Shares 43 Likes N.A Likes 102
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who had joined the page and therefore were more than likely to see the posts made by
Water Aid was 71,233 (Ibid).
Water Aid has a much less prominent presence on Twitter than Oxfam with only 61700
followers (Water Aid Twitter, 2016). This difference is equally reflected in the level of
engagement their followers have with the content that the account posts. The average
number of retweets is 23 and the average number of likes is 17. The most viral post on
the account had 105 re-tweets and 102 likes (Ibid).
4.3 UNICEF
Data Sourced From – UNICEF UK (YouTube/Facebook/Twitter) Figure 4
UNICEF UK’s YouTube account has only 6,598 subscribers watching the channel
(UNICEF UK YouTube, 2016). It is not possible to see how many times the content on
the channel has been shared on some of the videos due to the channels settings on
privacy. Therefore the only available relevant information is the number of views. They
regularly use celebrities in their videos to promote their cause. It is difficult to define an
average due to the large difference in viral interaction with their content. A video of Sir
Alex Ferguson and David Beckham entitled ‘Sir Alex Ferguson and David Beckham
reunite to help UNICEF protect children in danger’ has only been viewed 4,093 times
(Ibid, 2015). However a series of three videos featuring English comedian Richard
Unicef (Average Engagements With Social Media Posts)
YouTube
6,598 Subscribers
Facebook
215,350 Followers
Twitter
201,000 Followers
Views 1,650 Shares 2,984 Retweets 28
Shares 9 Likes 47,388 Likes 15
Most Viral Post Most Viral Post Most Viral Post
Views 793,000 Shares N.A Retweets 103
Shares 1,325 Likes N.A Likes 90
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Ayoade interviewing 3 British celebrities has a total viewership of 190,000 views (Ibid,
2016). The most viral of these being an interview with One Direction’s Liam Payne,
which had 135,890 views and 676 shares (Ibid, 2015). The story-based videos are less
interacted with and have only 1,630 views as an average (Ibid, 2016). The most viral
video overall is entitled ‘A vaccine for Violence’ and was produced in 2014. It
highlighted the problem of gang violence and has accumulated 793,000 views (Ibid).
Much Like the other charities in this study UNICEF UK’s Facebook page is not as
populated as the international pages. The page has 215,350 people who have ‘liked’ it
(UNICEF UK Facebook, 2016). The most viral post from the last two years is of the
David Beckham 7 Fund. This post has 47,388 people who have liked it and 2,984 people
who have shared it (Ibid). However again the average number of interactions is much
lower. Around 160 likes and 15 shares is the average for story-based items and 220 likes
and 30 shares for celebrity ones (Ibid). UNICEF unlike Water Aid and Oxfam seem far
more advanced in their use of celebrity endorsements through the UNICEF Ambassador
role with lots of famous people advertising for them such as Ewan McGregor, Charley
Boorman, Charlie Sheen and David Beckham (Ibid, 2015).
The UNICEF UK Twitter account has 201,000 followers (UNICEF UK Twitter, 2016)
and is very active posting content ever two hours or less. Again it is observed that the
level of engagement in the posts on the page is low. The average number of shares on a
post is 15 and 28 re-tweets (Ibid). The most viral post, at the time of writing, had 103 re-
tweets and 90 shares (Ibid).
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5. Analysis of Results
We can see from the widespread usage of different social media platforms such as
Facebook, YouTube and Twitter, that Charitable Non Governmental Organisations are
aware of the importance of a social media presence in connecting with and raising funds
from their potential donors. However the key issue that can be extracted from the data is
that the level of direct engagement between the charities and the potential donors is very
low. It is true that engagement with the content on social media does not necessarily
translate into donations from those that engaged. However it does portray a certain level
of interest that people show to the charities content. With the introduction of social media
fundraising tools, as previously mentioned, there is now an opportunity for social media
interest to quickly transform into instant donations. Due to the nature of how the content
is presented the highest level of engagement comes from YouTube. It is the nature of the
other social media platforms that when a person follows a page they automatically see all
the content as it gets posted. However with YouTube it is required that a person actively
seek out the content. Therefore each ‘view’ of a YouTube video counts as engagement.
The reason behind this is not one that can be easily assessed. As a nation the United
Kingdom is no stranger to charity advertising through the medium of video. Events such
as Children in Need use celebrity endorsed videos as their main method of reaching out
to potential donors by appealing to the viewer’s compassion (Children in Need 2016). As
previously mentioned however this can lead to compassion fatigue. It is in this theory
that the key to understanding the link between social media and fundraising lies. The
action of following/sharing/liking a charity page or their content on social media is a
social action. The person who engages with the content automatically makes the action
known to their friends through the social media platform they are using. When someone
likes or comments on a piece, other users are made aware of this. This in turn makes the
engaging person seem charitable and aware of world issues and this is social currency. In
addition, constantly seeing this content can cause compassion fatigue (Moeller ’99).
Therefore the question must be asked as to whether or not the engagement of potential
donors through social media is not a fundraising initiative but merely an advertising one
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to make people more socially aware through the nature of the viral spread of information
from one person to another. The engagement with social media without true dedication is
referred to as slacktivism. The Joint United Nations Program on HIV/AIDS describes the
term "slacktivist", saying it "posits that people who support a cause by performing simple
measures are not truly engaged or devoted to making a change" (UN AIDS, 2010). These
simple measures include joining online campaigns, signing petitions or simply ‘liking’ a
post, which is referred to as cliktivism (White, 2011). An example of this can be found in
the campaign against Kony in 2012. A viral video was the centre of the campaign
encouraging people to voice their opposition to the child army commander Kony.
Aljazeera journalist Sarah Kendzior saw this campaign as a classic example of
slacktivism. (Kendzior, 2012):
"The video seemed to embody the slacktivist ethos: viewers oblivious to a
complex foreign conflict are made heroic by watching a video, buying a
bracelet, hanging a poster. Advocates of Invisible Children's campaign
protested that their desire to catch Kony was sincere, their emotional response
to the film genuine - and that the sheer volume of supporters calling for the
capture of Joseph Kony constituted a meaningful shift in human rights
advocacy.”
It is important to take a step back from the data and understand that despite a level of
engagement that shows sufficient interest, in the NGOs studied, this interest may not
translate into financial, or other forms of, donations. Therefore rather than fundraising,
perhaps, the use of social media is better suited to advertising of campaigns.
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6. Case Study St John Eye Hospital of Jerusalem
6.1 Overview
During the researching of this paper, it became clear that a case study that looks at an
example of charitable fundraising in depth was necessary. To achieve this a study of St
John Eye Hospital of Jerusalem (SJEH) was conducted. ‘St John of Jerusalem Eye
Hospital Group is the only charitable provider of expert eye care in the West Bank, Gaza
and East Jerusalem.’ (SJEH, 2016). This particular charity was chosen for two key
reasons. Firstly a working relationship already existed between the author of this paper
and the charity due to a work placement undertaken in the later half of 2015. Secondly
due to the ‘makeup’ of the charity SJEH are well suited to this study. They are a charity
operating in challenging conditions in Jerusalem and the West Bank and they also are
identified as a religious charity due to their affiliation to the Order of St John (Ibid). All
information and data collected was collected through freely available sources. Primarily
the end of year review that SJEH publish and from their website which can be found at
www.stjohneyehospital.org
The way in which the information that has been gleaned from the case study will be
presented will follow the same structure as the research questions laid out in Section 1.2.
That is;
• What different methods do NGOs use to fundraise in the 21st
century particularly
with the advent of modern social media?
• What social and political challenges are NGOs facing when trying to fundraise and
operate?
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6.2 St John Eye Hospital Fundraising
Fig 2 shows the income streams for St John Eye Hospital for the calendar year 2014. The
most obvious piece of information from the above source is that 58% of SJEH’s annual
income was charitable. That is the income from grants, donations and other gifts as well
as the income from St John Priories, a financial stream that will be detailed below. The
rest of the annual income has come, not from charitable sources, but from payments from
services and investments. This ‘payment for services’ comes in the form of payments for
eye care such as surgeries and consultations. Whilst SJEH is a charity the payment for
the provision of eye care is often heavily subsidized but rarely paid for in full due to the
large costs involved in medical care. The total value of income detailed in the table above
amounted to £9.3 million (SJEH Trustees Report, 2014 Page 8).
There are several ways in which SJEH fundraise to achieve their annual targets. These
include; legacy schemes, fundraising events, sponsorship, regular donations, sale of
merchandise and through the St John Priories and other religious groups (Eyes of St John,
2015; SJEH Trustees Report, 2014).
Recently there has been a push to expand the legacy scheme whereby a person can leave
a donation in their will to be distributed after they die (SJEH Trustees Report, 2014,
41%
39%
19%
1%
St
John
Eye
Hospital
Income
Streams
Patient
and
Other
Income
Grants,
Donations
and
Other
Gifts
St
John
Priories
Investment
Income
Figure
5.
Adapted
from
(SJEH
Trustees
Report,
2014
Page
8)
25. 100048865
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Page 9). In an organisation such as SJEH people affiliated often are part of the
organisation for a large part of their adult lives and therefore see it as very appropriate to
leave a substantial donation to the organisation after they pass away.
An example of SJEH use of sponsorship to raise money can be found in the efforts of
Duncan Strutt who cycled from Belgrade to Tidworth to raise money, in part, for SJEH
(Strutt, 2015). The organisation also has regular runners in the London Marathon as well
as other public fundraising events (SJEH, 2015).
Perhaps the most lucrative method of fundraising engaged in by SJEH is the use of the St
John Priories. The organisation of The Order of St John is a religious group and is
divided into different priories around the world. These priories are local groups of people
who support The Order of St John (Museum of St John, 2016). SJEH use these groups of
people for their income. Each group conducts events throughout the year to raise money,
which in turn is donated to the Hospital (The Order of St John, 2016). This structure is
made possible by the religious nature of the charity. Something that is not reflected in the
other charities focused on during this study.
The most recent method employed to assist in fundraising was to produce a short film
that can be used as an advertising tool to assist in fundraising around the world. The
resulting film ‘The Eyes of St John’ was produced by Vanessa Redgrave and directed by
Carlo Nero (SJEH, 2015) Having been entered into several short film festivals and
having one awards at the Best Short Films Competition of 2015 (Ibid) it is now being
used as a tool to help raise the profile of SJEH.
SJEH do not have a large social media presence. Their Facebook page has only 1,392
‘likes’ on it (SJEH, Facebook). Their YouTube page has 10 videos with a combination of
less than 3,000 views and 7 subscribers to the channel and no activity in 6 months (SJEH,
YouTube). Lastly their Twitter account has 893 followers with little engagement with
their posted content (SJEH, Twitter). However this lack of presence can be attributed to
the audience that SJEH reach. Due to the religious nature of the charity the audience is of
an age that is not as active online. Also due to the small team of 7 working on the
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fundraising and marketing for SJEH in both London and Jerusalem (SJEH.org) there is
not enough human resource to expand the social media presence.
6.3 St John Eye Hospital Social and Political Challenges
When discussing what social and political challenges St John Eye Hospital face when
trying to fundraise and operate the charity itself must understand its socio-political
position. It is considered important for an NGO to have ‘not a charity lens but a political
lens that understands that they are working in a political context.’ (G.Mitchell, 2015).
This is particularly important for SJEH as the part of the world they work in, Jerusalem
and the oPt have long been a centre of extreme political friction and violence dating back
to 1947 when the United Nations Partition Plan for Palestine was instigated (UN
Resolution 181 (II) 1947). SJEH’s mission statement is ‘St John of Jerusalem Eye
Hospital Group is the only charitable provider of expert eye care in the West Bank, Gaza
and East Jerusalem, treating patients regardless of ethnicity, religion or ability to pay’
(SJEH, 2015). This statement itself sets out a very clear principle and strategy that
understands the political tensions that come with the environment they work in. Having
existed in the area they work in for over 130 years (SJEH, 2016). Therefore it is clear
that SJEH have worked well in the face of rising political tensions.
A very good example of SJEH’s ability to overcome the social and political challenges
that they face whilst undertaking there work in the oPt is how they have dealt with the
most recent major conflict in Gaza. During 2014 a conflict that lasted 50 days resulted in
the loss of 2,200 lives and the destruction of 20,000 homes (Dearden, 2014). This
conflict left much of the urban area of Gaza battle scared. However it was in 2013 that
SJEH proposed the building of a new hospital in Gaza to help provide greater care than
they could at the time from the small clinic they were running (SJEH Annual Trustees
Report 2013). During the conflict, work on the hospital had to be halted, but post conflict
SJEH were the only charitable organisation that are building within the confines of Gaza
(Eyes of St John, 2015).
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7. Conclusion
The aim of this paper has been to look at the way in which non-governmental
organisations operate in two key areas. Firstly how non-profits fundraise to ensure their
efforts in their fields can continue and secondly to highlight what challenges both social
and political these charities face whilst operating. These two areas have formed the basis
of the research questions posed in section 1.2.
7.1 Conclusion on Fundraising
Overall it is clear that non-governmental organisations use a wide range of methods to
raise voluntary income from potential donors. These methods range from street
collections through to telephone campaigns during major events such as Children in
Need. In particular a focus on social media has been presented. This focus has revealed
that whilst non profits do have a social media presence, as seen in the results section, the
content posted seems to focus less on fundraising and more on advertising and the
engagement of slacktivists. However there is acknowledgement of the fact that
slacktivism is unlikely to solve world issues that require actual action. UNICEF Sweden
ran a campaign in 2013 entitled ‘Likes don’t save lives’ (O’Mahony, 2013). It ran in
newspapers, on television and on social media. The campaign highlighted that engaging
with a piece of content on social media does not directly provide a service or product that
will aid in a campaign (Ibid). It echoes the discussion around the Kony 2012 campaign,
which saw high levels of engagement but no solutions as discussed in the analysis
section. In the 21st
century people are more interconnected through the World Wide Web.
The historical ‘six degrees of separation’ whereby we are all interconnected by just 6
people to anyone in the world (Smith, 2008) has shrunk and through Facebook the
average degrees of separations is 3.57 (Facebook, 2016). Therefore the digital world is at
the forefront of interconnection between a cause and its target audience. Whilst social
media may not be exploiting this as much as it could, the digital world is being utilised.
Interactive TV adverts with songs and images that can be ‘tagged’ on a mobile to provide
more information on a campaign or billboards that can be scanned to provide links to
charitable causes are now everyday occurrences. Using apps like PowaTag adverts can
digitally speak to mobile devices and encourage viewers to donate immediately on their
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phones to a particular cause as seen with the Christian Aid 2015 campaign (Lake, 2015).
There will always be a place for traditional methods of fundraising such as the ones laid
out by Ian Bruce and talked about in section 2.1 of this paper but charities need to adapt
to new ideas to hold the attention span of the new digital age. This technological shift
allows for more personalisation, which will appeal to a generation constantly bombarded
by data driven customisations on social media. It has been said that ‘we’re not a
generation, we’re just a target market.’ (Varley, 2011). Using technology this can be
changed and compassion fatigue avoided.
7.2 Conclusion on Social and Political Challenges
Alongside the fundraising operations of non-profits there will always be social and
political challenges that they will face. Operating in developing countries around the
world is not a straightforward endeavour. Differing political views, religion and language
barriers all cause problems but as the world becomes ‘smaller’ we are able to understand
one another more and learn about each other enabling more streamlined projects to be
designed that consult with local communities to find out their needs. It is in times of
political upheaval that it is so important for non-governmental organisations that provide
relief and social security to be able to operate. Be it providing food and shelter for
thousands in times of war to continuing to build vital healthcare facilities in war torn
areas as was highlighted in the case study on St John Eye Hospital.
The content of this research and the conclusions it draws are at this time most relevant in
the context of development as a whole. Due to the involvement of non-governmental
organisations all over the world in the practice of development the value of voluntary
income cannot be measured financially but socially in the work that it enables these
companies to carry out. Furthermore as social media ages it is important to understand
what kind of impact it can have on fundraising and as this paper has shown it may not
have an impact on fundraising directly but it does on ‘brand awareness’. Social media
enables charities to advertise directly to their potential donors.
If the research carried out by this paper was to be conducted again and the research
questions laid out in section 1.2 were to be answered by another it would be important
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for the researcher to look more closely at the specific tools used by the charities selected
for research and to spate the use of social media from fundraising and look at its
effectiveness as an advertising tool. This work would require a higher level of access to
the data and information collected by non-profits and would certainly enable a more
detailed analysis. In addition a closer look at government interactions with non-profits
during crisis both natural and man made would be useful.
7.3 The Future
It is the opinion of the author of this research that technology will hold the key to the
future of fundraising. Future potential donors have grown up surrounded by a wealth of
technology. Those born in the last twenty-five years have been raised with access to the
Internet and mobile technology. This will drive the way in which donors are reached and
how funds are directed towards charities. Furthermore, rather than having companies that
exist and work in multiple sectors for extended periods of time a less traditional format
will develop. Rather than longstanding charities campaign groups will take over. These
groups will focus on particular events and crisis such as individual conflicts and natural
disasters. Doing this will enable more expertise to be focussed and a more direct link
between the donor and the recipient of charitable aid. Overall however it is clear that
non-governmental organisations need to work together in order to provide a cost
effective solution to the issues faced in the areas they work in. This cooperation will
enable a more fluid route to solutions in a reduced time period that allows voluntary
income to be donated and then used with as little wastage as possible.
So ‘Where does the money come from?’ Though the future is uncertain, it is clear that
the money along with all types of voluntary income can be sourced from a number of
different avenues. These avenues must continue to be pursued in order to ‘tap into’ the
fundraising potential of an entire population It is therefore a matter of fact that a non-
governmental organisation needs to be in command of all of their sources to be at their
most successful.
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Appendix
YouTube Videos
Oxfam GB
Shaun Ryder Gives A Shift
https://www.youtube.com/watch?v=bHfNggoCeXE
Miquita Oliver Gives a Shift. Could you? | Oxfam GB
https://www.youtube.com/watch?v=_vgT6W7Vau8
Meet Ben – fashion blogger and Oxfam shop volunteer
https://www.youtube.com/watch?v=m8PyYqAKxys
Friday's lunch time treat #6
https://www.youtube.com/watch?v=i-LX15uTjQA
Friday's lunch time treat #8
https://www.youtube.com/watch?v=nXVvaTGtP-w
Have you ever clicked on a goat? | Oxfam GB
https://www.youtube.com/watch?v=IeOLPA-M-zE
Naomie Harris has her Eyes on Paris
https://www.youtube.com/watch?v=p8ZOVmGWXw4
The end of extreme poverty | Oxfam GB
https://www.youtube.com/watch?v=wqddPwVsKzw
Refugee Crisis in Serbia - Oxfam responds
https://www.youtube.com/watch?v=yFCZoHgY8gw
He lifts 3 tonnes a day! | Oxfam GB
https://www.youtube.com/watch?v=OdvZMRlbw6o
We're sending 63 tonnes of equipment to Yemen | Oxfam GB
https://www.youtube.com/watch?v=nolyXQ2nqwA
In 15 years extreme poverty has been halved | Oxfam GB
https://www.youtube.com/watch?v=EWBGfQ8hJ9c
What makes Oxjam so special?
https://www.youtube.com/watch?v=VpwOG0LV-Fg
Simon Pegg: What does coal have to do with hunger? | Oxfam GB
https://www.youtube.com/watch?v=LS-_yaFZnhk
A world of unique treasures – Oxfam’s Online Shop
https://www.youtube.com/watch?v=FjkKG1sh3bo
Urgent: Nepal Earthquake appeal | Oxfam GB
https://www.youtube.com/watch?v=dv87nKsdijM
I need a dollar - lipdub by Brian from Mukuru #EvenItUp | Oxfam GB
https://www.youtube.com/watch?v=_eWMqXu-A-c
What did Alexa Chung find out in Malawi? | Oxfam GB
https://www.youtube.com/watch?v=uAstloIBO48
Meet Crispin from the Philippines and hear his story
https://www.youtube.com/watch?v=CW7CghPnQoU
Oxfam's work on food poverty in the UK
https://www.youtube.com/watch?v=Vw481Tv3pUY
Amazing GoPro film: life inside South Sudan camp
https://www.youtube.com/watch?v=jeqpYmrcpj8
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Oxfam's emergency response in Gaza in action
https://www.youtube.com/watch?v=D4vsJoa--9c
Let's Make a Song & Dance about Poverty
https://www.youtube.com/watch?v=_IDl5cNgPDY
Oxfam packs 150 people into boxes to illustrate the impact of the Gaza blockade
https://www.youtube.com/watch?v=PHbTPOVp-5c
The Search for Song and Dance Man
https://www.youtube.com/watch?v=aqCFBdJLU88
Oxfam chief executive Mark Goldring is the next Undercover Boss on Channel 4!
https://www.youtube.com/watch?v=qyNou3pP4dI
Oxfam's Mark Goldring on the South Sudan crisis
https://www.youtube.com/watch?v=b9klgnYGYKw
Emergency first aid in East Jerusalem
https://www.youtube.com/watch?v=rGr5WDsJ2No
What makes mums so special? This video answers the question.
https://www.youtube.com/watch?v=4R55-Jk6wpw
WaterAid UK
Thank you, from WaterAid 2015 –
https://www.youtube.com/watch?v=U2625l-uids
Nadia, Just Water | WaterAid
https://www.youtube.com/watch?v=nJXOg96UenQ
Deliver Life appeal (featuring Dougray Scott), 60 second version | WaterAid
https://www.youtube.com/watch?v=Gx8XDqKS3kg
Deliver Life appeal (featuring Caroline Quentin), 30 second version | WaterAid
https://www.youtube.com/watch?v=MpI7c2Mgnik
76 Year old woman gets access to clean water for the first time in her life | WaterAid
https://www.youtube.com/watch?v=efwx4FmgnsA
Deliver Life appeal (featuring Hugh Bonneville), 60 second version | WaterAid
https://www.youtube.com/watch?v=IdESVePd_Lc
Hugh Bonneville visits India with WaterAid
https://www.youtube.com/watch?v=yMwJzsn6wmU
Too young to bury | WaterAid
https://www.youtube.com/watch?v=_HTHH7CjkFU
The Lean Machines cook Zambian style | WaterAid
https://www.youtube.com/watch?v=jMUoT2kE15o
Lovasoa's Big Day | WaterAid
https://www.youtube.com/watch?v=BIoPrayaxXU
This Day and Age (30 sec version) | WaterAid
https://www.youtube.com/watch?v=jyIRfUplMSk
Worried (30 sec version) | WaterAid
https://www.youtube.com/watch?v=TGBNjaqndCY
To be a girl | WaterAid
https://www.youtube.com/watch?v=TlFPcRvlCKU
Making it happen with WaterAid at Glastonbury 2015
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https://www.youtube.com/watch?v=IqLyi6UST2s
Women speak out about what it is like to live without a toilet | WaterAid
https://www.youtube.com/watch?v=6qQcHHYttdc
No Choice Jean | WaterAid
https://www.youtube.com/watch?v=ScyX5jHCjXU
Is this glass half empty? Or half full? | WaterAid
https://www.youtube.com/watch?v=EcyN6d_UNn8
Across the tracks: Steps towards Clean India
https://www.youtube.com/watch?v=qozuTs5bDDE
I want to marry the rain - sH2Orts film competition 2015
https://www.youtube.com/watch?v=9MHQhvbWrc0
The hottest chilli in the world - sH2Orts film competition 2015
https://www.youtube.com/watch?v=7FZEx8mtZfI
WaterAid's Water Industry Partnership supporters trip to Uganda
https://www.youtube.com/watch?v=6fn9FxhHg-Y
Jars of Change Lent Appeal 2015 | WaterAid
https://www.youtube.com/watch?v=Zobc0Hdqs-E
WaterAid's Equity & Inclusion work: Margaret from Uganda | WaterAid
https://www.youtube.com/watch?v=mSHdiWna_8o
Happy World Toilet Day from Super Toilet! (Part 2) | WaterAid
https://www.youtube.com/watch?v=HfogOlGuPOg
Tom Shillue - It's no joke
https://www.youtube.com/watch?v=HZnZ9rhmDq4
Dr Kabole Portrait: Tanzania | WaterAid
https://www.youtube.com/watch?v=8mUERQymc3U
Ernest Randriarimalala's speech - WaterAid's Annual Supporter Meeting 2014
https://www.youtube.com/watch?v=iTh8PjJXOKw
Day in the life - WaterAid Madagascar
https://www.youtube.com/watch?v=6rq5iVQ4bj0
Leave your mark – Leave the world with water | WaterAid
https://www.youtube.com/watch?v=Wcsywb61iIg
UNICEF UK
David Beckham and Sir Alex Ferguson reunite to help Unicef protect children in danger
https://www.youtube.com/watch?v=7wPymENtst0
Sir Alex Ferguson on David Beckham's 7 Fund for UNICEF
https://www.youtube.com/watch?v=-KRwzxnHit0
David Beckham introduces 7: The David Beckham UNICEF Fund
https://www.youtube.com/watch?v=dFEda7tKVzY
Flight from Syria: Malak and the boat
https://www.youtube.com/watch?v=RtICfNm7xYg
The Syria Crisis in 60 seconds
https://www.youtube.com/watch?v=bkHfVNsbNwo
Children's Voices: Hussam, 17 from Dhale talks about child labour
https://www.youtube.com/watch?v=4migY75kKWg
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Six months on from the earthquakes that shook Nepal - Thank you
https://www.youtube.com/watch?v=jvuEoeU2ZUs
Michael Sheen: Help keep Syria's children safe and warm this winter
https://www.youtube.com/watch?v=xarGfs6JiME
The race against polio
https://www.youtube.com/watch?v=gA8fah3pmtM
England Footballers and New Zealand All Blacks team up to test their skills against children
https://www.youtube.com/watch?v=Ro4_9EjpX_4
Ambassador Eddie Izzard reflects on his trip to visit Yemeni refugee children in Djibouti
https://www.youtube.com/watch?v=h08IvhHrq8M
One powerful letter to #ENDViolence with David Beckham | Unicef UK
https://www.youtube.com/watch?v=8CqQUmmziU0
An urgent appeal from Sir Chris Hoy to protect children against deadly diseases.
https://www.youtube.com/watch?v=l8wuvG00z-4
Richard Ayoade’s exclusive interview with Andy Murray for Unicef
https://www.youtube.com/watch?v=PNAGt8a5RXU
Richard Ayoade’s exclusive interview with Clare Balding for Unicef
https://www.youtube.com/watch?v=wrqOqV-aZhQ
Richard Ayoade’s exclusive interview with One Direction’s Liam Payne for Unicef
https://www.youtube.com/watch?v=3FDkSilpD94
Unicef's Bring-A-Pound Day for Nepal
https://www.youtube.com/watch?v=yKstOFbFwCc
Three All Blacks Sevens players like you've never seen them before.
https://www.youtube.com/watch?v=QqP664YXwjU
Imagine, with a difference.
https://www.youtube.com/watch?v=DoNpIyd4RZo
Let us learn: The chance to go to school in Madagascar
https://www.youtube.com/watch?v=MIz4mllAVsM
A tiny computer lets Syrian refugees learn
https://www.youtube.com/watch?v=Mb4dZABcXvc
The #IMAGINE project - record your own version of John Lennon's Imagine for Unicef
https://www.youtube.com/watch?v=gDXuQIgRykk
Unboxing a Christmas bauble from the Unicef Shop
https://www.youtube.com/watch?v=5X2NU0Qk-30
A vaccine for violence
https://www.youtube.com/watch?v=35Ac7EnedPk
Unicef and the Ethical Tea Partnership: Protecting children from exploitation
https://www.youtube.com/watch?v=ejZ5BASYR2k
South Sudan: We must take action now before it is too late.
https://www.youtube.com/watch?v=8PqD0jY8oy4
Meet the Extraordinary Flying Scots who travelled with Unicef to #PutChildrenFirst
https://www.youtube.com/watch?v=S9pCr5qRN9Q
Unicef Flying Scot Michaela Munro travels to Guyana to #PutChildrenFirst
https://www.youtube.com/watch?v=ARsIHavmITA
Glasgow 2014: Flying Scot Katy U'Ren travels to Bangladesh
