Third Sector Round-up

The Best of Charity Social Media in 2020

Source: Charity Digital

During 2020, the charity sector was forced to digitally transform due to the global pandemic which ceased fundraising events and prevented many charities from providing a face-to-face service to those who need it. As a result, social media was widely used by charities to create an online community and promote virtual fundraising campaigns.  

Due to an estimated drop in voluntary income of 48%, many charities are struggling to gain the vital funds needed to continue providing their services. Designed to help these struggling charities, HairCutForCharity was a successful campaign that was inspired by the number of people cutting their hair at home while salons and barbers were closed. The campaign encouraged people to post before and after photos and videos across social media and donate the cost of their haircut to charities registered with the campaign, such as RSPCA, Children’s Cancer Research, and Make-a-Wish.

Another example of a digital fundraising campaign emerged when the London Marathon was postponed this year. Due to the Marathon being rescheduled, UK charities didn’t receive the money that runners would have raised from completing the prestigious event. Shortly after the Marathon was postponed, the #twopointsixchallenge was launched, which urged people to support charities through sponsored activities based around the numbers 2.6 and 26. Within a matter of months, the campaign raised more than £11 million, with social media driving its success.

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How Charities and Charity Professionals can Make LinkedIn Work

Source: Charity Digital

Designed for professionals, LinkedIn is a highly popular social media platform that provides members with an opportunity to network with each other and create new business opportunities. The social platform also allows charities to build their online presence with a dedicated LinkedIn page, which can be used to promote their activities and share updates with stakeholders.

Speaking to an audience of charities, Charity Digital found that some charities don’t use LinkedIn for the following reasons:

  • Running a LinkedIn page is time-consuming
  • The charities don’t have an audience on LinkedIn
  • It doesn’t help their cause
  • It’s not a good recruitment platform

Despite the concerns listed above, LinkedIn offers a great opportunity to connect with potential donors. According to Statista, in 2018, more than 52% of LinkedIn users had a household income of over £48,000 per annum, meaning LinkedIn is ripe with fundraising opportunities. Offering advice to charities, one blog from LinkedIn advised that “your most recent fundraising project should be centrally located on your company page with the DONATE link prominently placed”.

The article offers other pieces of advice from experts such as Donorbox, including using the platform to recruit charity job seekers and using content to increase awareness of your charity.

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The Best Charity Takeaways from 2020

Source: Charity Digital

Due to the global pandemic, charities had to rapidly adjust to the new normal and adopt digital solutions to help them provide an uninterrupted service throughout the turbulent year. Despite its devasting impact, the global pandemic has accelerated the adoption of technology within the charity sector, bringing many benefits to the charities and individuals receiving the services. This article looks at the best charity takeaways from a very challenging year for the Third Sector.

For instance, to reduce the risk of infection, charities are now hosting many of their services online. A UK Fundraising Report found that 86% of respondents were working from home, while 80% were using digital solutions such as Zoom. This is an important progression for charities and one that will continue for the foreseeable future because it allows vulnerable people to remain at home and continue to receive support.

The report also found that 75% of charities were using virtual fundraising techniques for the first time. With various online campaigns seeing success, charities spearheading the initiative are demonstrating that virtual fundraising offers a cost-effective way to raise money while adhering to government guidelines around events and social distancing.  

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Six Inspiring Examples of Charity Christmas Campaigns

Source: JustGiving

In light of government restrictions, charities have had to rethink their fundraising activities this Christmas. With fundraising events postponed, charities have used social media and other online platforms to set up virtual fundraising campaigns designed to allow people to participate while adhering to government guidelines around social distancing. This article from JustGiving explores six examples of how charities have created digital and virtual fundraising campaigns during the festive period.

In lieu of being able to do an in-person toy drive this Christmas, children’s charity The Brompton Fountain have requested financial donations online to support their charitable efforts. Staff from the Brompton Fountain visit families in children’s hospitals to provide support, listen to their concerns, and improve the overall hospital experience. All of the money raised through their digital fundraising campaign will be used to purchase toys and decorations for hospital wards.

The animal charity, Blue Cross, launched their ‘Step into Christmas’ campaign which urged supporters to walk, jog, or run 25km during December. This initiative allows participants to raise money which Blue Cross will use to care for sick, injured, and abandoned pets.

Another example of a charitable campaign is the virtual Santa run, organised by South London Cares. The campaign involves a 5km run to raise money to tackle loneliness and isolation, with the charity suggesting an initial target of £100 per fundraiser. Participants will be provided with a t-shirt, Santa hat, and custom enamel badge. Since it’s a virtual run, rather than being limited to one location, it can be completed anywhere.

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