social goodwill

EXAMINING SOCIAL

GOODWILL

THE EMPHASIS TO GAIN CHARITABLE DONATIONS HAS SHIFTED FROM THE COLLECTION BOX TO THE INBOX AS CHARITIES SEEK TO DEPLOY EVEN MORE SOPHISTICATED EFFORTS TO RAISE MONEY. !CENTRAL TO THIS SHIFT IS THE IDENTIFICATION OF THE TREND TOWARDS BRAND ME, POWERED BY THE NEED TO POSITION OURSELVES ON SOCIAL MEDIA AND OFFER UP AN IDEALISED VERSION OF US TO THE WORLD AND WIDER NETWORKS WE CREATE AROUND US. !THESE ARE SOME EXAMPLES OF GREAT SOCIAL GOODWILL CAMPAIGNS.

FACILITATES VIRABILITY AND ALLOWS FOR THE RAPID CREATION OF A MOVEMENT VIA SOCIAL SHARING. !

TAPS INTO PEOPLE’S DESIRE FOR THEIR CHARITABLE WORK TO BE VISIBLE - BUILDING “BRAND ME” ONLINE. !

CAN PIGGYBACK ON EXISTING TRENDS TO MAXIMISE ENGAGEMENT WITH MINIMAL USER EFFORT.

SOCIALGOODWILL

THE RECENT #NOMAKEUPSELFIE IN SUPPORT OF CANCER RESEARCH HAS BEEN A VIRAL PHENOMENON. !

THE CAMPAIGN HAS RAISED £8M IN THE UK AND €1M IN IRELAND. !

THE CAMPAIGN HAS ALSO GENERATED WORD OF MOUTH, CELEBRITY PARTICIPATION, AND SEVERAL SPIN OFFS.

CANCERRESEARCH

CAMPAIGN AIMED TO SPREAD AWARENESS AND EDUCATION ABOUT BREAST CANCER. !

PEOPLE WERE ASKED TO SHARE A PINK RIBBON VIA SOCIAL MEDIA TO SHOW THEIR SUPPORT. !

TARGET OF 100,000 RIBBONS SHARED WAS SURPASSED IN THE FIRST 5 DAYS, WITH A TOTAL OF 370,000 SHARES.

VHIRIBBONS

CAMPAIGN TAPPED INTO PEOPLE’S PASSION, FOOTBALL, TO DRIVE BLOOD DONATIONS. !

THE CAMPAIGN WAS SUPPORTED VIA THE CLUB’S FACEBOOK ACCOUNT AND WENT VIRAL ON SOCIAL MEDIA. !

CAMPAIGN GENERATED OVER 1BN PAGEVIEWS ONLINE AND A 46% INCREASE IN DONATIONS.

VITÓRIAF.C.

MEN ENCOURAGED TO GROW MOUSTACHES TO RAISE MONEY AND AWARENESS FOR MEN’S HEALTH IN MOVEMBER. !

CAMPAIGN AMPLIFIED VIA SOCIAL MEDIA AND RECEIVED REGISTRATIONS FROM ALL OVER THE WORLD. !

RECEIVED OVER 4M PARTICIPANTS, $576M AUD RAISED, AND 770 MEN’S HEALTH PROGRAMS FUNDED TO DATE.

MOVEMBER

#FRIDAYFORGOOD IS A HASHTAG USED TO FUEL PARTICIPATION IN LOCAL COMMUNITY GOODWILL. !

PARTICIPANTS WORK IN LOCAL COMMUNITIES AND SHARE POSITIVE STORIES ACROSS AMERICA AND BEYOND. !

#FRIDAYFORGOOD

#FRIDAYFORGOOD

SOCIAL MEDIA CAN BE A LOW RISK, LOW INVESTMENT WAY FOR CHARITIES TO REACH POTENTIAL DONERS. !

MINIMISING BARRIERS TO ENTRY WILL MAXIMISE ENGAGEMENT AND, IN TURN, DONATIONS. !

PEOPLE WANT TO CREATE THE IDEAL “BRAND ME” ON SOCIAL MEDIA - SHAREABILITY IS KEY TO ALLOWING CAMPAIGNS TO TAP INTO THIS.

SUMMARY

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MAKE THE FUTURE POSSIBLE.