There are some interesting insights into how UNICEF have been using a host of social media and sharing platforms to engage with supporters and prospective supporters here, on Joanne Fritz's blog.
It's a shame there's no measurement of the financial impact of the activity - or information on how they might be considering tracking and analysing this.
Regardless, it will undoubtedly have a positive influence on fundraising, because it's:
- Getting messages out to new audiences, and creating a pool of interested, engaged people - who'll be more likely to become financial supporters as a result
- Offering new ways for existing supporters to engage with UNICEF and providing them with a richer, more meaningful experience.
As time goes on, we'll see more in depth analysis and evidence that this kind of activity is paying off; it is direct, highly personal and trackable, so it's also highly measurable.
For now, just know that your organisation needs to be part of the conversation so you can experiment, find out and learn about how it will work for you - just like UNICEF are doing.
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