This page is updated with interesting case studies of social media strategies used for social good. They maybe one off campaigns or strategies undertaken by not for profits or other organisations providing for #social good. I’ll also try and focus on how these NfPs measured the success of their strategies.
The following video stunningly demonstrates the power of social media in spreading the viral ‘ice bucket’ 2014 campaign for social good- the power of a social meme.
How social media can change the face of fundraising
Last year, the British charity Refuge, specialising in domestic violence, tapped into the popularity of YouTube make-up tutorial videos, by creating their own. Except their version featured a woman showing how to put make-up on to hide the cuts and bruises she’d suffered from being physically abused. It was a powerful example of brands channelling social behaviour for their own ends.
Yet presence alone is no longer sufficient. As Unicef Sweden recently pointed out, a “like” on Facebook is not going to save lives, money is, and the growing opportunity is for charities to use social media to receive donations directly.
You can already buy or sell a consumer product through your post or tweet, but the same technology can simply be re-configured to allow charitable donations. New apps such as Chirpify and Soldsie connect users’ bank or Paypal accounts to their social media account, allowing users to buy items or services by tweeting someone with a particular word. And as easily as a brand can ask consumers to tweet “buy”, charities could ask people to tweet “donate”. Before long, this technology could be implemented on the big social media platforms, giving a completely new range of tools for charities to boost their funds.
Some are already starting to join these dots. Kids Company is one such charity. In the last year they have undertaken a series of initiatives to engage people with high quality content that leads to invitations to donate instantly. Using the six-second mobile app Vine, they created a series of videos showing children in disadvantaged situations. People that watched it and then donated money to ‘make it stop’, instantly received a follow-up Vine showing the children in happier situations.
Another campaign saw a Facebook app enable people to buy food for a party held for under-privileged children. And this Christmas saw Kids Company create a pop-up shop that printed 3D toys – on receipt of a £5 donation via social media – that were then distributed to under-privileged kids across London.
The levels of data analytics possible within social media channels brings further opportunity. Charities with slim budgets are able to use social media to optimise their marketing efforts and then adjust tactics in real time depending on what is encouraging the most donations.
The recent BBC Children in Need campaign not only included a highly successful partnership with the world-renowned Vineographer Pinot, but also saw the charity use different text-to-donate numbers for their social media activity. This allowed them to monitor exactly how much money comes via this route compared to more traditional means. As charities’ understanding of social media ROI improves, so will their sophistication in targeting messages.
But perhaps the greatest impact of social in the sector is the levelling of a playing field. Because the price of entry to social media is much lower than marketing through traditional broadcast channels, charities have the opportunity to garner donations regardless of their size. As long as their messaging is simple, powerful, and well-targeted, the smallest charity has as much opportunity to succeed in fundraising via social as a large one. Another hierarchy disrupted by the web.
Ian Pearman is the chief executive of AMV BBDO, a creative advertising and brand management agency..
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When a golfer poured a bucket of water over his head, did he dream this would happen?
By October 12, 2013 there were: 17 million videos shared. 10 billion views. $113.6 million donated to ALS research and treatment.
The visualization uses data from Google Trends to show the global spread of the Ice Bucket Challenge over a 30 day period (August 6th – September 7th).
Total Video Shares & Views from http://newsroom.fb.com