The best social media fundraising campaigns
Social media is an indispensable tool for fundraisers. Whether it’s Twitter, Instagram, Facebook, TikTok, Snapchat, or Weibo, social media makes it easier to promote your cause and encourage donations from a large audience. And it works remarkably well – according to data from NP Source, 55% of people that interact with charities end up taking some sort of action, and 59% of these individuals then go on to donate.
With such a high conversion rate, charities simply cannot afford to overlook social media. Alongside contactless donation technology, it forms the backbone of any future-proof fundraising strategy. If you’re looking for inspiration on how to use social media to raise funds for your charity, here are some glowing examples that caught our attention.
The National Trust
The social media team at The National Trust, the UK’s leading cultural heritage charity, are known to raise both funds and eyebrows through their online antics. They regularly use humour to create viral-worthy content that engages potential donors whilst drawing attention to their cause. In 2016, for instance, they used April Fool’s Day as an opportunity to dupe Facebook users into thinking they had moved the Avebury Stones, the world’s largest prehistoric monument. In the short video, rangers are shown moving what appears to be one of the stones in the back of a trailer, so that the ancient monument fits with British Summer Time. According to reactions on Facebook, some still genuinely believe this happens every year.
The Key Point – Humour (done well) can give your fundraising campaign a fighting chance of going viral. Just make sure it’s in line with your message and isn’t going to cause offence.
Movember is a pioneer of using social media for fundraising, and it hasn’t stopped innovating since it started in 2003. In its most recent campaign, Movember teamed up with TikTok to raise awareness around men’s health issues. Using the hashtag #movember, content creators made moustache-related TikToks; attempts included Nicole Scherzinger sharing some questionable mo-related facts, and GymShark’s furry-lipped team jiggling on treadmills. To date, the campaign has gathered over 826 million views on the platform.
The Keypoint – Depending on the objectives of your social media campaign, focusing on one particular channel can be beneficial. Make sure you’re aware of the strengths, weaknesses, and demographics of each platform.
The Natural History Museum
Given the huge challenges posed by the coronavirus pandemic, many charities have turned to virtual fundraising events. Among the most interesting is the Natural History Museum’s ‘Virtual Race for Nature’. It encourages participants to raise money by tracing out the shape of an animal using apps like Strava or Map My Run. Once runners have completed their laps, they can share on social media and prompt yet more donations from family and friends. For those that raise over a certain amount, the Museum awards anything from a medal to memberships and exclusive access to events.
The Key Point – Sports and physical activities are great at encouraging engagement and raising awareness of your cause through shareable content.
Clooney Foundation for Justice
Established by human rights lawyer Amal and her actor husband, George, the Clooney Foundation for Justice aims to support those that have been targeted by oppressive and corrupt legal systems. Whilst not every charity is fortunate enough to have the express backing of two world-renowned founders, the Clooney Foundation has demonstrated just how effective celebrity endorsements can be in social media fundraising campaigns. Last year, the couple launched a competition to spend a day with them at their home in Lake Como, Italy. Using the online fundraising platform, Omaze, as well as all social media channels, the foundation released a video of George announcing the competition; in just 47 days, it managed to collect over $100 million.
The Key Point – Where possible, leverage celebrity patrons and influencers in order to increase reach on social media.
World Wild Fund for Nature
The WWF runs multiple high-profile social media campaigns each year to raise awareness around the human impact on the natural world. To help it achieve this aim, it regularly utilises current trends to convey a particular message. Last year, for instance, it used the #10yearchallenge to draw attention to the issue of deforestation. Going viral on Twitter, Instagram, and Facebook, the #10yearchallenge involved users posting two photos of themselves 10 years apart to show how much or little they’ve changed over the past decade. Putting a more serious spin on this social media craze, WWF posted satellite images showing the impact of deforestation over the last 10 years on a particular area. To date, the post has generated over 22 thousand shares on facebook alone, and has led to multiple other environmental organisations following suit with their versions.
The Key Point – Stay up-to-date with the latest campaigns or challenges to go viral, and (if appropriate) use them creatively to convey a message and raise awareness of your cause.
If you’re interested in boosting your fundraising efforts through data and technology, get in touch with GoodBox. We make contactless tap-to-give donation terminals that help charities move with the times and away from physical cash, plus our in-house creative team can work with your cause to generate mass engagement.
So far, we’ve helped organisations like The Church of England and The National History Museum boost their donation revenue to fund their causes. If you’re interested in finding out more, please get in contact.