Understanding social media is 'key' to creating successful fundraising campaigns

13/10/09

Written by Isabel Griffith.

Charities looking to use social media networks as a way to boost their fundraising should ensure they are well-versed in the technology to make the most of any such campaign, it has been claimed.

The Independent has reported on the rise of social media as a tool to boost businesses' brand loyalty and sales, while also pointing out that charities can benefit from the technology in their fundraising campaigns.

However, knowing how to target potential donors is an important part of any campaign, as the newspaper points out that simply launching a campaign on Facebook may not get the kind of response the organisation is looking for.

Matt Rhodes, head of client services at social-media experts FreshNetworks, told the newspaper that simply focussing on a tool-based approach will not necessarily work with social media, because the technology acts more like a conversation, so it is important to engage those people who may be willing to pass on news of the campaign.

Gavin Sheppard, development director at the communications charity Media Trust, added: 'Social networking enables companies to discover not just the answers to their questions, but the answers to questions they'd never thought of asking.'

Charity Lupus UK recently benefitted from using social media site Twitter, when its efforts were picked up by Sarah Brown, wife of prime minister Gordon.

Mrs Brown, one of the UK's most-popular Twitter users, was contacted through the website and the move eventually culminated in a Downing Street reception for the charity, the Express and Star reported.

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