My top five social media campaigns


This week, I’m blogging about the best use of social media to help charity campaigns make an impact.

Charities are starting to realise the potential of social media to connect with their supporters. And of course, in order to raise the most money and awareness, the key is connecting and engaging with as many them as possible.

I’ve listed my five favourite uses of social media in recent charity campaigns and I’d love to find out if you agree.


1. Stephen’s Story

Have you heard Stephen’s Story yet? It’s a heart-warming campaign set up by teenager Stephen, who sadly passed away this week. Stephen started a fundraising bid in aid of charity Teenage Cancer Trust, after he found out he suffers with terminal cancer.

Recently, Stephen posted what was meant to be his last photo on his Facebook page, announcing that his final wish is to raise £1m for the charity, beating his previous total of £500,000. In less than 24 hours, his wish was realised, as you can see from his JustGiving account.

Currently totaling over 130,000 donations, all this was achieved through Facebook and Twitter.


2. #FirstWorldProblems

Water is Life, a charity dedicated to providing clean water, used YouTube to channel its brilliant fundraising campaign which hijacked the famous #FirstWorldProblems hashtag, which it later named ‘the hashtag killer’ strategy.

This video is a must-see:

This campaign’s effectiveness is based on the contrast between people filmed living in developing countries, voicing the worries found in the hashtag’s prolific use.

This hashtag successfully changed conversations: instead of people using it to grumble, it was used to discuss the campaign. Ultimately, the donations funded over a million days’ worth of clean water to those in need.


3. Refuge’s make-up video

Another impressive YouTube campaign came from Refuge, a domestic violence charity, who created a make-up tutorial parody video.

You can watch the video below:

Lauren Luke, a respected make-up tutorial artist, posed as a domestic violence victim by posting a tutorial video in which she tries to cover up her bruises and cuts sustained by her abuser the night before.

The hashtag #dontcoveritup was posted thousands of times across social media site, after viewers simply expecting another make up tutorial were confronted by the shocking message that the majority of domestic violence victims cover up their abuse.


4. Make it Stop through Vine

Kids Company, a charity that helps neglected children, used the video-sharing app Vine to spearhead its fundraising campaign.

Initially, it uploaded videos showing neglected children in shocking environments, with the message ‘Make it stop’, and details on how to make a text donation.

View the vine here:

Every text donation then unlocks a ‘thank you’ film, showing the same children but in a positive happy environment.


5. #LastSelfie campaign using Snapchat

WWF used the quick-firing images on Snapchat to raise awareness about species facing extinction.

See the campaign here:

Their unique approach combined the #LastSelfie hashtag with photos of animals from endangered species, highlighting how many animals could be taking their last ever ‘selfie’.


These five campaigns undoubtedly demonstrate the potential of social media to work across charities of all sizes: a clever campaign can not only increase awareness of your charity, but can also attract thousands of donors and, crucially, considerably boost fundraising efforts.

Leave a Reply

Your email address will not be published. Required fields are marked *

Case Study

National Council For Voluntary Organisations ( NCVO )

In a period of significant reduction in grant income NCVO wished to extend helpline opening hours, providing increased service delivery channels at decreased costs.

Services used: Multi-channel Helplines Digital Service Delivery


Connect with us