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Ecommerce generated £88bn in the UK economy in 2015 alone. Amazon and its friends are raking it in online.
But one industry isn’t seeing a big enough slice of that - the charity sector.
With people aged 18-24 twice as likely as any other age group to research a charity online before making a donation, it's essential that non-profits pay close attention to their digital presence.
From your site itself through to email marketing, social media strategy and paid search it’s vital to seize every opportunity to make the case for your charity to an audience that's increasingly looking for reassurance before parting with their cash.
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?