Social Media for #Charities #Hospices by #ViapointUK
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The document discusses how charities can effectively utilize social commerce based on research from Oxford Brookes University. It outlines the significance of engagement, community building, and strategic social media practices that enhance donor involvement and promote fundraising efforts. Key insights include the importance of personalizing communication and avoiding sporadic promotional tactics to build lasting relationships with donors.
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Social Media for #Charities #Hospices by #ViapointUK
- 1. Making Social CommerceWork for HLASocial commerce for charitiesPossibilites for HLAPaul [email protected]
- 3. Social Commerce Practicesthat work for Charities Based upon an Oxford Brookes University research project with the charity sector, 2010.
- 5. Corporate communications hasbeen democratisedIt’s about the humanisation of business!FundraisersVolunteersBenefactorsCharityDonorsCauseRelatedMarketingTrustsLobbying & Awareness
- 6. ViralityCelebritybloggersYour Co.CommunityevangelistsSocial MavensCorporatecommunications has been democratisedIt’s about the humanisation of business!
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- 12. What are usersdoing?
- 13. Five steps inthe donor decision making the process:Awareness that by an individual that another person needs helpInterpretation of the situation in terms of needs and urgency3) Recognition of their personal responsibility and why he /she is someone who should contribute4) Implementation and taking action5) Having access to a mechanism that enables a way of contributing in whatever manner the individual prefersAnd then acknowledgement/recognition Source: Guy and Patton (1988)
- 14. Charities are usingSocial Networks for: Building communities
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- 16. Driving visitorsto websites
- 17. Cause awarenessand lobbying
- 18. Recruiting andsupporting fundraisers
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- 21. Thanking and acknowledging
- 22. Increasing donorlife-time value /advocacy through engagement
- 23. Asking for donationswhen integrated with a campaign
- 24. Informing and sharing e.g. smartphone applicationsR.I.M.E.RPathSuccessMediaYourSocialTo
- 25. A survey bythe Center for the Digital Future at the University of Southern California’s (2010) found that:89 percent of online community members are participating in social causes that are new to them since their involvement in online communities started, and 94 percent said the Internet helps them become more informed about social causes.
- 26. Is your websitea signpost in the desert or a busy intersection?YouTube17,393 views3661 Followers3395 Following
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- 33. Source: Adapted fromWebber (2009), Marketing to the Social Web, New Jersey, Wiley.
- 34. Fundamental Don’ts andDo’sBig Do’sStrategy
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- 36. Listen, monitor andanalyse
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- 46. SegmentationBig Don'ts Launchand leave
- 47. Overt promotions insocial spaces
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- 50. Not only foracquisition
- 51. Link: Juicing, Baiting,Dropping
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- 56. Over moderateHow canthe HLA use social media?Getting ideas from donations collectors – get their involvement, retain and motivate
- 57. Donor community- connecting donors with donors - to retain, refer
- 58. Letting donors andcollectors see the fruits of their contributions – retain, refer
- 59. Recognising contributors –retain, grow
- 60. Co-ordinating and reportingon events - more with less
- 61. Establish your ownplatform to tighten the HLA network
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- 63. Segmentation – Activities,Opinions and InterestsEnd
Editor's Notes
- #6 Charities should stand to gain the most from social networks as they have to build and motivate multiple communities. Social networks create the opportunity to cost effectively build and engage with these communities and potentially join them together.
- #17 Example of a charity who is doing a great job. They have the benefit of having a very switched on Digital Marketing manager and team.