Partner Article

Social Charity

Jim Bowes discusses Facebook’s initiatives to monetise posts, including the introduction of ’tip jars’ and ’donate’ buttons, and how charities can utilise this:

Users are notoriously wary of social media being used for commercial purposes, and have historically felt uncomfortable paying for content online. However, when the content is of a high standard, communicated appropriately and is in aid of a good cause, people are likely to be more receptive.

Our research has shown that a lot of users feel a sense of ‘exchange’ when giving to causes with which they have a shared passion, thereby creating positive action. This suggests that content must be something the audience can deeply connect with, in order for them to pay a tip or give a donation. However, charities must also understand that it is crucial that posts are relevant, timely and targeted to specific audiences, in order to increase trust and support.

This new initiative from Facebook demonstrates how social platforms are providing increasing opportunities for charities to connect with both volunteers and donors. Organisations should take advantage of this, considering the role that social media can play in their communication and fundraising strategies.

By Jim Bowes, CEO and co-founder of Manifesto - the award winning digital agency specialising in Agile consultancy, technology and strategic design.

This was posted in Bdaily's Members' News section by Jim Bowes .