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Domestic violence will affect one in four women in their lifetime. Yet it so often goes unnoticed and unreported.
In a Masters of Marketing award-winning campaign last year, domestic abuse charity Women’s Aid wanted to put the issue firmly into the public eye.
The days of a siloed approach to digital within charitable organisations and other not-for-profits are numbered.
In the modern world only the fully integrated will prosper for their cause.
Charities have an advantage over regular brands on social media.
They have a passionate, emotionally connected supporter base at their fingertips, ready to sing their praises.
However that doesn’t mean success is guaranteed, far from it. With organic reach squeezed and thousands of brands clambering for space on your newsfeed, it’s getting harder and harder to engage the people that matter.
Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online.
To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.
You know the one I’m talking about…
The one with the hypnotically charismatic handsome guy with a terrible throw.
The one with the blunt machete, bear suit and single best use of a swear word in any advert ever.
The one you’ve seen highlighted at every single marketing conference you’ve attended since 2012.
No? Really? Fine this one then...
Far too many charities overlook the importance of a conversion-friendly website when looking for donations or volunteers.
If done right, a well-designed website has the potential to influence almost every visitor, regardless of their original intent.
Essentially it will result in driving more users to important pages of a site and once there, converting them at a better rate.
This is vital if paid media is being used to attract them originally, and while many fail here, I feel WaterAid is doing a brilliant job, so I thought I would share why to help inspire other charities.
And for more on this topic, check out Econsultancy's other posts on WaterAid's excellent Instagram campaigns, plus five other examples of charities with great Twitter feeds.
With our society constantly challenging the female image, there is enormous social pressure to always look good.
The #nomakeupselfie campaign has sparked motivation to rethink the concept of beauty, while also becoming a reminder of the importance of looking after our bodies and others who are less fortunate.
WaterAid has increased its Instagram presence by 12,000 followers in just one week after entering a single Instagram video to the network’s ‘Weekend Hashtag Project’.
WaterAid’s team entered the 15 second Instagram video #WHPfromwhereiwalk featuring a woman in the remote fishing community of Brubeng, Ghana walking to collect unsafe water in Lake Volta.
The unique film offers point-of-view footage that highlights what it’s like for the millions of women around the world who walk miles to collect water each day.
As of writing, since the video was uploaded on Instagram two weeks ago, WaterAid has achieved more than 22,000 followers, gaining roughly a thousand users per day. Before this WaterAid had only 3,800.
Here's the footage...
Online giving is growing, and year-on-year the role social media plays in fundraising and marketing increases.
Online, particularly social, is already important, with 47% of Americans learning about a particular cause via an online channel.
Trevor Neilson of the Global Philanthropy Group states, “in the next two years, social media will become the primary way that Americans give money to charity.”
So with online proving so important, who is doing what with content online in the charity sector? Here are three organisations with quite different approaches, detailed in Aegis Media and Social Misfits Media’s new guide to social and content for charities.
I recently wrote a round-up post on the fairly new phenomenon by 'buy to give' ecommerce sites. One of the featured sites was MyGoodness.com.
I've been talking to its founders to find out more about its founding ethos and the future of the platform.
Will buy-to-give become a larger part of charities' efforts and charitable 'donations', as the consumer urge continues unabated?
The feeling of leading a charitable and sustainable life is one that most of us want. For those of us that don’t straight-out donate to charity, making the right choices is essentially the best way to give back.
Sort of like that decision not to go to McDonald’s but to use the local bakery instead or buying a pair of TOMS, for example, we feel as if we’ve given something back without making any effort. Guilt-free consumption, if you will.
If you’re not familiar with TOMS, it's the shoe and eyewear brand with the ‘One for One’ philosophy. For every product bought, TOMS will help a person in need.
Of course, this reads a little like cheating on the part of the customer that wants to feel like a saint whilst getting those in vogue boating shoes. Well, actually I don’t think it is.
I think ecommerce and philanthropy are a natural fit, allowing customers to give something back simply by making the right choices.
In this post, I’ll be listing eight buy-to-give ecommerce companies and explaining why I think this movement might fundamentally change company culture.
At the end of August, ahead of the Vuelta a España, Spain’s national cycling tournament, we decided to do a virtual bike ride for charity.
The plan was to cycle the distance from our London headquarters to our Spanish office. The 1,718km bike ride would take place over five days on two exercise bikes situated in our home in Tech City, with the challenge of raising £1,000.
We estimated that for us to hit our target, we had to have both bikes in use for eight hours a day. The challenge was set. Pre-competition donations were slow and we needed to come up with an idea of how to increase sponsorships and promote the event.
Our marketing team were tasked with increasing visibility of the event, driving engagement and, importantly, raising donations... with just one catch – while everybody bought into the great initiative, this was still something that needed to be fit in around our day-to-day work.