Weekly NDM Story...

How social media can change the face of fundraising. Ian Pearman explains how charities, like Kids Company and Refuge, are using social media to change the face of fundraising...

Charities are making the most of social media websites to advertise their cause and further their fundraising.
http://www.theguardian.com/voluntary-sector-network/2014/jan/23/how-social-media-can-change-fundraising

Social media has now transformed into a sophisticated media that is fundamentally changing the way charities interact with audiences. A huge proportion of charities already have a presence in social media, for instants on Facebook, Twitter, YouTube and etc. Raising awareness in a way people can relate to remains the first step to getting people to give, but the real potential of social is unlocked when campaigns are based on deeper insights about how the new channels are used. 

Last year, the British charity Refuge, specialising in domestic violence, tapped into the popularity of YouTube make-up tutorial videos, by creating their own. Except their version featured a woman showing how to put make-up on to hide the cuts and bruises she'd suffered from being physically abused. It was a powerful example of brands channelling social behaviour for their own ends.

- Charities on social media sites such as Facebook, YouTube, Twitter etc.

- Ad campaigns about abuse becoming powerful on YouTube.

I think the social media has helped many charities a lot, in a way of informing and making audiences realise what's happening in today's society. The social media sites which support these charities would be successful I think as social networking sites are more viewed by the middle class demographic audience therefore would be aware of the charity. It helps attract a larger audience as well through many audiences.