Social media has transformed charitable giving, but raising both cash, and awareness, is an ongoing battle. We were delighted to see our friends at JustGiving release a new resource this week, designed to help more charities make the most of social media and fund-raising. It’s great, check it out: [GO].
And while raising cash is invariably the end-game, engaging people beyond the fatiguable direct-response can be incredibly important. That’s what we appreciated most about RNLI’s most recent campaign, #SAVEWAVE. You may remember last year we covered Thunderclap, a platform that cleverly recruits people on social media to send out mass messages simultaneously, on behalf of a charity or cause. RNLI’s campaign deploys a similar mechanic. Rather than immediately seeking currency in the form of cash, the charity is seeking instead to utilise our social currency: people simply connect via Facebook or Twitter, and for 6 weeks, twice a week, their accounts will be used to send out content from RNLI. By removing a common donation barrier, it is hoped that many more will feel inclined to participate, on the premise that it is really costing them very little, if anything at all.
Erstwhile, the campaign is hoped to build up a wealth in earned-media, and generate huge reach in its communication of RNLI’s core message – that it saves lives (and in order to do this, it does need cash)…
