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Viral Campaigns

Explore the success of viral campaigns such as the No Make-up Selfie, ALS Ice Bucket Challenge, Movember, Sober for October, and more. Discover the key elements that made these campaigns go viral and learn how to apply them to your fundraising efforts.

amymiller
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Viral Campaigns

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  1. Viral Campaigns How can viral campaign help your fundraising?

  2. No Make up Selfie

  3. Why the no make up selfie raised 2 million pounds • Cancer awareness became the theme, selfie posters pledged donations to cancer charities and CRUK set up a text number to make donating even easier. So why did it go viral? Was it all about raising awareness and money for life-saving research? With hundreds of thousands of donations, 826,000 likes on Facebook and 140,000 followers on Twitter, Cancer Research UK confessed to being "overwhelmed with donations and support“ • In fact, JustGiving have reported: • 400% increase in direct donations to charities • 34,000 new members signed up to the site in just 24 hours • A global impact – Charles Wells, CMO at JustGiving, said “We have donations coming from all over the world, with charities in Australia now benefitting from the campaign, revealing its borderless reach.” The Cancer Research UK team mark £2 million raised from #nomakeupselfie

  4. No makeup selfie campaign • #beatcancer • 1.We have no idea what campaigns will work • 2. It’s not all good • 3. Lots of people hate it • 4. Everything hinges on an adventurous culture • 5. You have to give up the power

  5. What can we learn from the No Make up Selfie Campaingn • 1. Be ready to react • 2. Just go with it • 3. Keep watching • 4, . Have your JustTextGiving details to hand • 5. Say thank you and share success

  6. ALS Ice bucket challenge http://www.telegraph.co.uk/men/the-filter/virals/11040688/Ice-bucket-challenge-40-of-the-best-videos-so-far.html

  7. The Science Behind The Success Of The ALS Ice Bucket Challenge ALS Ice Bucket Challenge generated more than $100 million in donations in a single month, a staggering amount considering the organization took in only $2.5 million for all of 2013.  How in the world did this happen?

  8. Ideas… Big. Selfless. Simple.

  9. Movember http://blog.ted.com/2012/11/01/ted-staffers-growing-moustaches-for-movember/

  10. Why was it successful? It fills a niche It’s universally funny It’s effortlessly viral It’s super social Its target demographic is perfect

  11. Sober for October http://www.gosober.org.uk/

  12. FB Campaign. • https://www.facebook.com/gosoberuk

  13. The Top 4 Nonprofit Social Media Campaigns of 2013 (And What You Can Learn)(taken from the notforprofit Hub) • Water is Life • https://www.youtube.com/watch?v=hHeajuso2J4

  14. UNICEF

  15. charity: water • http://socialmediathon.org/ • And guess what? They reached their goal. $10,000 on 10/1.

  16. Red Cross

  17. 6 Tips for a Successful Video and Viral Marketing Nonprofit Fundraising Campaign • Powerful Story. • Attach a Strong Tagline or Slogan. • Pick A Date. • Produce A Video True to your Cause. • Go Viral. • Supporting Marketing Tools

  18. Your Go

  19. Do’s and Don’ts • Do: • - Think about your target market. What kind of viral application is most suitable for it? • - Buy expertise when you need it. • - Use humour. People will forward things that make them laugh. • - Consider integrating your viral campaign with traditional forms of marketing. Use print media and also try to get links from other sites to help your campaign take off. • - Include a call to action. At the end of a game or video, make it easy for users to send an email or sign a petition. • - Think about measurement techniques. Do you want page views, names on a petition or media coverage?

  20. DON'T: • - Assume that emails will magically become viral. It must be compelling enough to forward. • - Send things indiscriminately to people who may not want them. Your viral campaign will get deleted before it starts. • - Make it too complicated. People are busy - if something takes 10 minutes to work out, no one will see it. • - Send massive attachments. Company systems (firewalls) may block them. • - Depend on recipients having advanced software to run your application.

  21. My advice to charities is if memes come your way, enjoy your day in the sun. See it as an opportunity to build long lasting social relationships with your new supporters and use the money donated wisely. In my opinion you will be best served studying the conversation happening about you and the demographic and behaviours of the meme participants.

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