We highlight some of the biggest social media fundraising campaigns helping support charities through the pandemic
With face to face options off the cards, charities are having to pull out all the stops to fundraise online. Fortunately, there has never been an easier way to build a sense of community and common purpose than on social media.
Mass participation digital campaigns on social media are low-cost ways to get the quarantined public thinking about your cause from behind closed doors, especially when your charity can jump on a hashtag or movement that’s already beginning to gather momentum.
Many of these campaigns are raising money for NHS-related charities, but there are also general charity fundraising campaigns that recognise the needs of the wider sector during the crisis.
Here are some creative fundraising campaigns that charities can get involved with or be inspired by now:
The classic ’shave your head for charity’ fundraiser has found a new twist. People facing long periods at home are turning to DIY haircuts or full shaves to keep their isolation manes under control.
And now Alan Moody, CEO of charity tech partners M-hance has jumped on the trend, using social media to encourage people to donate the cost of a haircut to charity.
The newly launched campaign includes a dedicated HaircutForCharity website, and activity across multiple social media channels including Facebook, Instagram, LinkedIn and TikTok asking people to share their hairstyle masterpieces and spread the word.
What you can do:
Charities can get involved by registering with the campaign through the website. Any donations sent directly to the campaign will then be dished out equally through a shared PayPal account.
Charities supported so far include Anthony Nolan Trust, AgeAction and Edinburgh and Lothians Health Foundation.
Alternatively, donors can give directly to a charity of their choice. Charities can start promoting the #haircutforcharity hashtag on their own social media with words of encouragement, letting people know that they can also fundraise for their cause if they’re thinking of cutting their own hair.
On a similar theme, people on ’work from home’ status are being asked to donate the money they aren’t spending on their commutes to work towards a worthy cause.
This time it’s thanks to online match funding platform The Big Give, which specialises in match funding campaigns for charities to raise their profile and raise more funds by connecting them with funding sources.
The #DonateYourCommute campaign on social media promises to double the first £200,000 raised via match funding provided by the Reed Foundation.
What you can do:
Donations that are match-funded as part of The Big Give’s campaign are being sent to the National Emergencies Trust’s fundraising appeal that will see fundraising distributed to charities and community groups helping those affected by the coronavirus.
If your charity falls in that category and you’d like to receive support from the appeal, you can find out who your local Community Foundation is for the National Emergencies Trust and get in touch with them.
Or take a page out of their book and start asking people to donate any spare cash they’d usually be spending on things like travel, meals out or the pub as part of your charity’s own online fundraising campaigns.
Giving Tuesday is a global fundraising movement that usually takes place just before the Christmas period, and it’s huge – it holds the record for the most money raised for charities online in 24 hours. Launched by the Charities Aid Foundation, it’s all about encouraging donations and volunteers for causes around the world.
Last year alone the campaign £14.2 million for charities, mainly through the power of social media exposure and the backing of celebrities, along with match funding from organisations including Facebook.
In response to the coronavirus crisis, a version of the campaign has been launched for the 5th May this year, in the hopes of using the collective power of social media to boost the profiles of charities and inspire people to give when they need the support now more than ever.
“#GivingTuesdayNow is an opportunity for people around the world to stand together in unity--to use their individual power of generosity to remain connected and heal,” said the organisers.
What you can do:
Just like with the usual Giving Tuesday, there are lots of ways for people to participate, whether it’s giving their time, their goods, their spare cash or their voice as an advocate.
Charities can access free tools and resources including sample messaging, graphics, logos and sample emails, which they can use to announce they are part of the campaign and brand their own social media accounts with, along with suggested timelines for setting up their own campaign.
Content ideas are limited only by your charity’s creativity but include sharing stories of your impact and great work your charity is doing in the community, sharing how coronavirus has impacted your work or even your work from home stories, asking your supporters and beneficiaries to share what they love most about your service or cause, organising a challenge or filming a live stream.
Make sure you’ve signed up and registered your charity to the list of participating organisations.