When Nicola Thorp, an employee of agency Portico, was sent home from work at PwC for wearing flat shoes instead of heels, the Fawcett Society saw the opportunity to make a serious point in a humorous way. Here’s what we did and why it worked.
Social media can help amplify a successful campaign, but charities are having to contend with a crowded space as organisations compete to be the next viral campaign.
The bottom line is that charities need to be smart and targetted if they are to get the most out of social channels for campaigning and fundraising.
In this section, Fawcett Society Chief Executive Sam Smethers shares her insights from the successful #FawcettflatFriday campaign. Ross McCulloch, director of Third Sector Lab provides some top tips on fundraising using social media.
Online giving grew by 9.2% last year according to Blackbaud, it is vital that charities get to grips with the role their website, apps and social media have to play in driving fundraising. Here’s a few of my thoughts on how you can start thinking strategically about digital as a channel to take casual supporters on a journey to becoming strong advocates who give to your cause:
There are plenty of guides out there on the fundamentals of fundraising and how to use social media as a channel to achieve organisational objectives. Make sure you understand these core principles before ploughing ahead with social media as a fundraising tool - you’ll save lots of time and money.
The Fawcett campaign was simple and easy for people to get involved with.
UNDERSTAND THE CORE PRINCIPLES
TIMING IS EVERYTHING
FUTURE PROOF YOUR ORGANISATION
This is one of the most underused fundraising tactics - with a little planning it can pay dividends. If you have a road cycling fundraising event planned, spend time engaging with potential supporters in road cycling Facebook Groups, forums, Twitter hashtags and beyond. Pay for promoted posts and ads specifically targeting road cyclists. Don’t expect them to come to you.
The campaign received secondary attention via PR channels
The campaign featured in various news channels online and offline
We want to do it again… just working on another great idea.
TIMING IS EVERYTHING
11% of annual giving occurs on the last three days of the year and 29% of annual giving occurs in December, according to the Network for Good Digital Giving Index. As well as understanding the seasonal nature of when your supporters choose to give it is vital to react quickly as opportunities present themselves. This Facebook Post call to action from Children 1st came out the same day Stephen Fry made comments about child abuse victims.
Dosomething.org's use of Snapchat
“The National Autistic Society has a strong online presence. During the launch of our Too Much Information we had a daily Facebook reach of more than seven million. Our sensory overload film has been viewed more than 56.4 million times worldwide. The challenge for us now is converting that engagement into giving, we’re really excited about the possibilities that using social media to fundraise could hold for our charity.”
Jo-Anne Hamilton Head of campaigns and media - National Autistic Society
National Autistic Society Sensory Campaign
GO WHERE YOUR AUDIENCES ARE
MAKE ONLINE GIVING FIENDISHLY SIMPLE AND MOBILE FRIENDLY
65% of all social media activity happens on a smartphone and 51% of people who visit your website do so on a mobile device. Responsive donation pages result in 34% more donations than non-responsive pages. If your website and online giving tools aren’t simple to use and mobile friendly it’s time to change that.
While email and Facebook may be the two big online giving channels for your organisation right now, it is worth having oversight of the ever changing social media landscape. For example, various charities are starting to utilise Snapchat as a fundraising tool and Instagram has proven successful for many non-profits. Are your supporters on those channels? Can you tell your stories on there and drive online giving as a result?
Children 1st's Campaign worked because of its timeliness
LISTEN TO ROSS McCULLOCH DISCUSS FUNDRAISING USING SOCIAL