Digital PR: What’s in it for charities?
Did you know that less than 1 in 10 people in the UK survive out-of-hospital cardiac arrest? Neither did I until I came across this tweet from The British Heart Foundation.
You’re on Twitter
Your ❤️ stops
You go into cardiac arrest
❤️ this Tweet to see what happens next. #RestartAHeart
— BHF (@TheBHF) October 18, 2016
The thought-provoking #RestartAHeart campaign asks users to imagine experiencing a cardiac arrest and then tap the heart/like icon to see what happens next.
Twitter’s auto-reply function then sends a tweet to that user, telling them if they survived or not. Just like over 90% of the 22,000+ users who engaged, I was unlucky, I didn’t make it.
As I read this message, a lump appeared in my throat. I’ve never considered learning CPR before but this really got to me and I’ve already signed up to learn more.
This is just one example of charities moving their activity online in an effort to further raise awareness and money.
Online fundraising platforms give individuals and smaller charities, with minimal marketing budgets, instant access to millions of people, allowing them to maximise donations.
I’m sure you’ve noticed the surge in online fundraising too – my Facebook news feed is awash with Just Giving and Givey posts. And I think that’s a great thing – people taking fundraising into their own hands for their chosen charities.
There’s always a risk that the market will become over-crowded and people will become desensitised to it – but I hope it doesn’t get to that point. Charities must continue to think of innovative new ways to engage their supporters in a bid to further their cause.