With the popularity of the ALS Ice Bucket Challenge and with the many causes that have flooded and leveraged social media to fundraise, it’s important that organizations ensure that they have raised awareness along with capital.
Social media offers the unique opportunity to know more about your charitable campaigns beyond the amount of dollars raised.
For instance, ALS’ wikipedia page views are up 18% since the Ice Bucket Challenge commenced. The Ice Bucket Challenge isn’t alone in this field, even though it has fully dominated most newsfeeds this summer.
Race for the Cure, The Big Dig, Charity Swear Box, amongst others have all raised funds successfully on social media. The hope beyond money is that the message of why these campaigns exist gets across to a large and engaged audience. Essentially, to go viral in some capacity.
Each campaign must monitor and measure their website analytics, where users are interacting with their website, Wikipedia and any other satellite websites where information of their cause is kept.
On top of all of this, you need to closely monitor social media activity. Every tweet, post and comment must be part of your measurement and determining success.
An interesting point to note is that the ALS Wikipedia page in other languages has generated an increase in traffic, proving that this sparked interest from around the world.
This is not to say that the money raised isn’t the real cause, but the real value lies in increasing awareness which can lead to ensuring spikes in fundraise don’t take nosedives in the future.
Social media has the power to get a message out to the large group of people and have it expand from there. This has to be part of the intention when crafting these online campaigns.
Once the Ice Bucket Challenge subsides, it’ll be fascinating to see how the next few campaigns handle the challenge. As well, will people have gotten the message of what the Ice Bucket Challenge was really about.