How can a charity generate best results from comms? Mark Picken, MPAD
@MarkPickenwww.mpad.co.uk
www.mpad.co.uk @MarkPicken
3
•2.4 million ice bucket related videos posted on Facebook
@MarkPicken
• 28 million people uploaded, connected or Liked
• Justin Bieber’s video had 1,000,000 ‘Likes’
(Source: BBC)
• 3.7m videos on Instagram
www.mpad.co.uk
29 July – 28 August 2013
Amyotrophic Lateral Sclerosis Association (ALS) received $2.7m
@MarkPickenwww.mpad.co.uk
29 July – 28 August
2014 Amyotrophic Lateral Sclerosis Association (ALS) received $98.2m
@MarkPickenwww.mpad.co.uk
Pre-IBC MND Association received on average £200,000 per week
@MarkPickenwww.mpad.co.uk
22-29 August 2014
MND Associate received £2.7m
@MarkPickenwww.mpad.co.uk
Macmillan received £3m, but accused of hijacking the craze.
(Had been criticised for being too slow on the uptake of the #NoMakeUpSelfie).
@MarkPickenwww.mpad.co.uk
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What will be the impact long-term?
@MarkPickenwww.mpad.co.uk
The #NoMakeUpSelfie raised £8m in six days
@MarkPickenwww.mpad.co.uk
What made these two campaigns a success?
@MarkPickenwww.mpad.co.uk
They appeared to be ambassador-led (as
opposed to charity-led)
@MarkPickenwww.mpad.co.uk
Others have followed suit with good
campaigns, but they’ve not had same impact
@MarkPickenwww.mpad.co.uk
Could be as the were seen to be charity-led, or people
suffering from charity challenge fatigue
@MarkPickenwww.mpad.co.uk
How can you get the most out of communications?It should start with a strategy.
@MarkPickenwww.mpad.co.uk
Groundcrew
CHICKS
Focus on outcomes rather than outputs.
Not just about coverage and social media noise. It’s about organisational objectives e.g. volunteer numbers, fundraising income or membership numbers
@MarkPickenwww.mpad.co.uk
@MarkPickenwww.mpad.co.uk
Thank you.Your questions are welcome
@MarkPickenwww.mpad.co.uk
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