Can Charities Exploit a Different Social Media?

I recently read an article in "Marketing Week" magazine that outlined research into effective charity marketing; with the aim being to highlight efficient ways to attract long term donors. The article states that the majority of donors first donated because they had wanted to help the particular charity for a while with only 2% being influenced by a social media item. For fundraisers this means that  direct marketing works when it highlights the charity's cause but that social media is not necessarily persuading the public to donate. I think that social media, is as yet, still a pretty untapped research. Although a quick google search on social media marketing will throw up endless blogs and articles the subject idea seems to be largely the same. "How can charities improve their social media strategy?" Yet a lot of the answers seem to only focus on Facebook and Twitter and ignore other methods.

There have been some excellent examples of using Facebook for fundraising and campaigns. The most common and well known is last years NSPCC Facebook campaign (although not started by them according to Third Sector), which asked users to change their profile picture to a cartoon character from their childhood. . It was a simple ideas that was fun for adults (especially those in their twenties who seemed the most keen on my wall feed) to take part in. They got to reminisce about their childhoods, see what their friends had put up whilst at the same time digesting a very real campaign message - that not every childhood is happy. The NSPCC received £100,000 in donations and their Facebook fans doubled. Twitter to is a very useful medium for sharing links to followers to highlight a charity's work. It is also readily used by those working in the Voluntary Sector to share news, jobs, ideas and praise. But what about virtual worlds, instant messaging, podcasts and apps?

Virtual Worlds


Although it's growth has slowed SecondLife is still a huge online community, full of technologically aware and innovative people. I did a lot of research on SecondLife and theatre for my degree as plays are now being created and performed within it and some theatre companies use it live within their shows. I found that back in the 1990s a theatre conference was put on virtually. It used very basic commands and a lot of imagination but it was a successful online conference. Surely charity conferences could be put on virtually, if only once to highlight the different ways the internet and social media can be used. Since beginning my internship I've seen lots of conferences and talks on the subject of social media. Conferences can be fantastic sources of information and networking but they are also expensive and include a lot of transport and carbon costs. An online conference would be cheaper and have less of an impact on the environment. I think I might develop my own online interns conference. Watch this space!

SecondLife can also be used for campaigns and fundraising and virtual worlds will become increasingly valuable to those trying to reach a younger audience. Disney have used their virtual world (Club Penguin) to increase children's awareness of charities and causes and to ask them who they should donate to. This article showcases some examples of virtual world fundraising.

Instant Messaging


IM had had a revival amongst my twenty-something since we discovered BBM (Blackberry Messenger). MSN messenger used to be my IM of choice as a teenager and I still love having free online chats, often about nothing. Lets be honest I would never just send a smily face to a friend by text. As far as I understand for BBM to work you have to have a PIN and give that PIN to another BBM user. Wouldn't it be feasible for a charity to give out a PIN for any BBM user to add and then they could receive short updates from the charity. I could see this being used for particular fundraising events like the Edinburgh Marathon Festival or OxfamDo. For example, I could give out my Blackberry's pin to runners and then BBM them updates of our fundraising total, or send them all a broadcast message on the day to say good luck. Obviously this would not work on a large scale on BBM but surely this is something that could be developed. I think it would be a really good way of engaging with twenty-somethings as Twitter is more popular with those over 30. In addition if a IM message pops up on your phone, you're likely to see it; whereas updates on Facebook can get lost in the endless stream of Farmville and Mafia whatever wall updates.

Apps

Steve Jobs needs to allow donations through apps. In the mean time I think charities should develop virtual magazine apps for the IPad. These could highlight a campaign with links to videos online, could feature interviews with employees, incorporate training manuals (for sport related fundraising) and lots more.


Technology is exciting isn't it!

Off to update my Twitter and Facebook - still the best ways to share a link.

Run around the Shops/Run for Oxfam

Did you know that the average woman will walk more than a marathon when Xmas shopping?

And that she will burn more calories?

I didn't know that either until I started thinking about ways I can show potential runners that a marathon isn't out of reach. You just sometimes have to think about it in a different way.

So that's why I was in Marks and Spencer on Princes Street last Saturday promoting running for Oxfam in the Edinburgh Marathon Festival 2011 with my 4 gorgeous volunteers. (Nick, Andy, Cate & Elizabeth thank you so much) We were there to offer weary shoppers the same support we show our runners on race day. We cheered them on, made them smile and gave them free massages from two very hunky masseuses.

The week before had been filled with stress. Will the snow stop us getting there? Are the army really being deployed in Edinburgh? Will febreze stop the santa suit smelling?

That's why despite having to get up at 4.30am, it being absolutely baltic and having to use my eye rescue cream to look remotely human I was v.excited to arrive at Central Station and the trains be running. We got to Edinburgh by 7.30am, headed straight for the store and were ready to go at 8am.

In the morning we were placed in both the cafes. We went round and spoke to shoppers about what we were doing while they were grabbing a quick coffee. A lot of people were really interested in Oxfam and surprised that we are now involved in running events. I spent the morning running between the two cafes making sure Andy wasn't being taken advantage of by the many women getting massages and Nick hadn't passed out from heat exhaustion whilst wearing the Santa suit. I needn't have worried, he seemed to be enjoying it!

In the afternoon with the cafes rammed we switched tactics and cheered on the shoppers at various points in store. We gave out stickers, balloons and flyers and told as many shoppers as possible that they were actually doing a marathon. Not many thought they could actually run a full marathon and instead requested info about the 5K, 10K and 1/2 marathon which, are also taking place during the Edinburgh Marathon Festival. By 3pm the store was full and shoppers were frantic so we called it quits and caught the train home.

Upon arriving back in Glasgow I collapsed into my bed to mull over the day and get a well deserved nap! (How I have missed them since graduating) Whilst enjoying how comfy my bed is and thinking about what would happen on X Factor I realised something that made my tired legs worth it.  There are children that walk 26 miles a day to get water and they don't come home to a comfy bed like me. Women across Scotland will sit down on Xmas Eve with an alcoholic beverage, promising themselves that they will start earlier next year and rubbing their sore feet. They've walked 27 miles during December; there are children that do this everyday.

So when you think about it a marathon or 1/2 marathon is achievable - it just takes determination.

Determination is Everything.