Friendraising or Fundraising?
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International health charity Merlin focuses on both friend raising and fundraising through social media like Twitter and Facebook. They have found success with fundraising through emergencies, celebrities, and advertising, but their main focus is on friend raising to raise awareness and engage supporters from anywhere. While social media reaches thousands, it is very time-consuming for little direct financial return, so Merlin keeps it in perspective compared to other fundraising channels and works to develop future social media champions.
Friendraising or Fundraising?
- 1. Social media: Friend Raising or Fund Raising?
- 2. Who is Merlin? International health charity Founded in 1993 by three friends Work in 14 countries around the world
- 3. The Social Network @MerlinUK
- 5. Fundraising Success with Twitter and Facebook How? EmergenciesFacebook advertising Twitter links CelebritiesHugh Bonneville CommunitySponsorshipSign ups
- 6. Friend RaisingThis is our focus Across all our social media channels Active Engagement Raising awareness Can be done from anywhereInstant & ImmediateReaches thousands of peopleIts free
- 7. Why bother? Reach Brand awareness Feedback Instant communication and response (positive & negative) Another fundraising & communication channel Cost Effective
- 8. Our Learning It can be incredibly time-consuming, for little financial return But can reach thousands of people Income generated on these channels is growing but still a tiny proportion of overall online income Allows us to develop personal connections with people who we have never interacted with before Be realistic: although there are lots of people talking and responding the number that actually convert is small It is essential to use social media as another fundraising channel.but also important to keep it in perspective in comparison to other digital fundraising channels such as email and search marketing Create your social media champions (internally & externally)
- 9. The future? Income from these channels will grow Income generation will not happen overnight Need to be in it to win it! Get involved now dont leave it too late
- 10. Follow us on Twitter:@MerlinUKFind out more about our work now:www.merlin.org.uk
Editor's Notes
- #4: Twitter grown571% since end of 2009. From 462 followers to 3043Facebook grown 130% since 2009. 1,700 to 3,908
- #5: Which ones?
- #6: Emergency Facebook - 贈6867
- #7: Twitter grown 560% since end of 2009 - fro
- #8: From 50 tweets estimated reach of 16k people! On a normal day!- International day of the midwife last week 3 tweets from Dermot OLeary, Sarah Brown & Annie Lennox follower total of 1,479,455 people!
- #9: 2011 Facebook 4th highest source of traffic to website, Twitter 10th. BUT only 1.6% of total traffic2010 Facebook 7th highest, 1% of total traffic. Twitter not in top ten2009 neither featured in top ten.