As Facebook works to make it easier for charities to talk to their supporters, Emma Sheppard looks at how organisations are embracing social media
The rise of social media has given all charities a unique (and mostly free) opportunity to connect with a wide audience. But many have learned the hard way that higher engagement does not always mean more money or meaningful action. Slacktivism as it’s been coined, was highlighted by Unicef during a 2013 campaign: “Like us on Facebook and we will vaccinate zero children against polio”.
Facebook was fundraising platform Justgiving’s top referrer in the UK in 2014, with more than £60m donated to good causes advertised on the site. But until recently, it hasn’t been possible to donate money directly on Facebook itself. Instead, users are directed to a third party (such as Justgiving), and the risk is that some donations will be lost during the time it takes for the other site to load.
Continue reading...from Voluntary Sector Network | The Guardian http://ift.tt/29n7EBR
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