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SOCIAL MEDIA: Charity donations boost

08/04/2013 by Alan Cole in the UK

Facebook and Twitter engagement an increasingly vital key to encourage charity donations?

Social media marketing is a crucial tool in charities and non-profits tool boxes, reveals a growing amount of research...



More and more research is indicating social media is a vital place to be for charities and non-profits that are seeking to develop the impact of their work via fundraising and awareness raising...

The Donor Survey, a recent UK survey researching the views of nearly 8,000 British charity backers, from Give As You Live, revealed that 30 per cent of UK charity supporters said social media campaigns inspired them to give.

Charity supporters are increasingly using social media as a way of keeping in touch with their favourite charities and non-profit causes, it seems, with a variety of donor profiles opening up online...

50 per cent of respondents from the survey said they follow their favourite charities on Facebook and 20 per cent follow charities on Twitter, a trend when looked at in relation to other research appears to confirm social media participation is now essential for charities and non-profits that want to grow...

Interestingly the Donor Survey research revealed a variety of social media charity supporter profiles, including online charity followers who use social media to follow charities and also donate online; and those who follow charities via online media but donate through direct debit...

More research into the different types of online charity supporters and crossover between use of social media and web resources for information and campaigns tracking and active engagment; either via on or offline donations and sponsorship, is an area of particular interest for marketing professionals as this type of analysis continues to develop.

Another new survey released by charity World Vision reveals how social media is particularly impacting on young people in terms of increasing their awareness of social and humanitarian issues...

The charity reveals that its 30 Hour Famine (30HF) initiative this year, that involves a youth audience, has been boosted by social media awarenesss...

Since 30HF began in 1992, teenagers have raised more than $150 million for campaigns tackling global hunger...

2013 is expected to see almost a quarter million teens fasting to raise awareness and empathy about the harsh reality of hunger that is experienced by the world's poorest people...

Last April, 30HF reported more than 3,200 groups signing up for the initiative. This year, more than 3,500 have signed up, a 7.8 per cent increase says the charity.

World Vision says one of the reasons is an emphasis in 2013 on social media marketing...

"Our research says teens are more inclined to act on social justice issues when they hear about these causes from social media..." says Leah Swindon, 30HF National Director.

A new Harris Interactive survey on behalf of World Vision, revealed 56 per cent of teens say social media sites, ie Facebook and Twitter, have made them more aware of the needs of others...

This is a big jump from 2011, when 44 per cent said their use of social media made them more aware...

And combined with other research it is additional evidence of how social media engagement is becoming increasingly useful for charities seeking to engage with new audiences...


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Written and edited in London and Geneva All Xperedon news articles are original and are written by the Xperedon news team. The team is headed in the UK by Alan Cole, an experienced award-winning journalist and copywriter. Alan has previously worked in-house for UK publishers, Pearson Media (Financial Times) and Northcliffe Newspapers, among others, and is an accredited member of the National Union of Journalists, UK.

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