How and why User-Generated Content is changing charity marketing

User-Generated Content (UGC) is being used more often by charities to create engaging content to promote their brand, appeal for funds and show the value of their work.

By letting those who are being supported by charities tell their stories, marketing content can be far more authentic and relatable. The authenticity of this content can also be vital in attracting new supporters.

While UGC was already widely used before 2020, this year’s COVID-19 pandemic has given it an extra resonance in charity’s marketing and communications.

Shrinking budgets

The increasing use of UGC has practical financial benefits during the pandemic, as budgets shrink and the public adheres to social distancing.

The National Council for Voluntary Organisations has estimated that UK charities lost around £4bn in the first three months of the COVID-19 crisis. This means there is far less money across the voluntary sector, including for marketing.

This is a phenomenon across all sectors. According to the latest research, more than two thirds (69 per cent) of brands expect they will reduce their advertising spend in 2020 due to COVID-19. Three quarters say they are posting less on their social media accounts as budgets shrink.

UGC can provide a practical, cost-effective solution amid cuts, through users becoming charities’ ambassadors online through videos, blogs, podcasts and social media posts.

Content from users can be achieved at a fraction of the cost of hiring a dedicated advertising or marketing agency. UGC also helps as location filming among marketing professionals has been particularly difficult due to social distancing measures.

Improving digital skills

The practical, financial need for UGC in social media marketing comes as charity’s frontline staff, beneficiaries and volunteers are becoming more digitally aware through increasing use of software during lockdown. More are working from home and are becoming increasingly savvy using tools such as Zoom and a variety of social media posting functions.

Charities are certainly keen to empower their workforce to support users in creating content. The 2020 Charity Digital Skills Report found that half of charities would welcome guidance on helping their staff adjust to change and stay motivated and productive amid the pandemic.

Using this training to support users to use digital tools, including remote video, is a great way to help keep supporters and staff motivated. As Charity Digital examined earlier this month, there are a raft of cost-effective remote video tools charity supporters can use.

Among charities that have stepped up their user-generated content in recent months is Young Epilepsy. It updated its web presence in April with a focus on providing video content from young people. This includes videos from the charity’s young representatives that have been uploaded to Youtube. Among the issues they talk about are challenges for young people amid the COVID-19 pandemic.

Meanwhile, disabilities charity the Together Trust turned to UGC for a recent social media campaign, which urged people to let others know why they re thankful during the COVID-19 pandemic. To help supporters create their own engaging posts the charity produced a downloadable template and advice on sharing images and using hashtags. This campaign also carried an effective call to action for supporters to make a donation.