How social media sharing helped buy an ambulance in Zimbabwe

4 Jun

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This is a guest blog by Joe Farina of advertising agency Concentric.

At Concentric, as at every other ad agency, our energy is focused primarily on making our clients and their products look better. And when it comes to agency self-promotion, we look for ways to differentiate ourselves from a sea of other agencies that have similar capabilities. To open up this process, Concentric gave all our employees an opportunity to contribute ideas that not only helped promote the agency, but also helped someone in need.

As a company devoted to creating positive health experiences, and with a wide range of employee skills, we set out to determine how we could best make a difference. The only mandate from management was that it helped fix a problem in the complicated world of global healthcare. The project had to accomplish many things at once: assist a charity without seeming too self-promotional; demonstrate our skill in identifying problems within the overall health experience; and show how a minor repair to a healthcare system can create exponential gains.

Our first effort was simply to substitute our usual holiday videos, cards, and gifts for clients with a financial donation in their name to The Water Project. The positive response and overall good feeling we received from clients drove us to find out what else we could do. We used the power of Google to find a charity that was working to repair a broken cog in the global healthcare machine. After researching several worthy charities, we decided on the purchase of an ambulance for the village of Rimbi in Zimbabwe that was being sponsored through the Tekeshe Foundation.

The ambulance, which had served a population of 10,000 over a wide area, had been in a serious accident. We felt that a new ambulance would have a much greater impact than a donation of medicine or supplies would have. By repairing this break in the supply chain, we could directly improve the health experience of thousands.

Now we needed to get the word out.

The major hurdle in using social media for charity is exposure. Without a celebrity endorsement, how do you get the exposure you need? Without exposure, how do you get the funds you need?

Funding, in turn, presents its own challenges. How do you collect donations without forcing people to sign up for anything or offer their credit card information online? How do you prevent your audience from thinking your charity is not just another spam email or hidden corporate promotion?

How did Concentric meet these challenges?

The solution came from within. So great was our commitment to the campaign idea that we at Concentric decided to fund the program ourselves using our promotional budget. Members of the team promised to deliver print ads, a micro-site, and a strong social media presence that would promote both the charity and our involvement with it. If the company was committed to improving health experiences, it would buy the ambulance in exchange for a level of public exposure previous media outlets hadn’t provided. Concentric also agreed to fund future charities if the program was a success.

The attention span of audiences has dwindled as they have been bombarded with visual stimulation. Concentric needed our audience to absorb the story and participate in under a minute. Simplicity is therefore the key to the program’s success: a site with a bold, straightforward design and print ads that don’t force the audience to do any extra work. For every tweet or Facebook share the site received, Concentric would donate one dollar toward the cause.

So our worthy recipients don’t have to wait for their health fix, we donate the full amount upfront. Then, once we get the corresponding number of shares, likes, etc, we move onto another health experience that needs fixing… and so on. The more engagement we generate, the more experiences we can fix.

With Concentric funding the initial program, there was no need to have people sign up for anything or enter credit card information. One click kept the story spreading. Personalized tweets and posts helped our employees spread the word virally. We contacted friends, family, and any blog, newspaper, or individual we thought could help (thanks, Zoe!). To date, the site has had 1655 visits from 45 countries and 40 U.S. states, with 50 percent of the traffic coming from mobile devices and the other 50 percent from social media resources. The success of the program has inspired us to keep searching for health complications that we can fix using this model.

You can help us create a positive health experience. Share our story at



Finding ‘Mike’

30 May

This is a guest blog by Sam Forsdike of Postcard Productions, the film company who worked on the #findingmike campaign alongside Rethink.

Jonny and Mike

Back in September last year I was sat in a coffee shop waiting to meet Jonny Benjamin for the first time.  I could never have imagined that just eight months later we would be about to premiere a film together based on one of the most successful and heartwarming social media campaigns in recent years.

As a production company that specializes in making thought-provoking films that have a social purpose we were keen to meet Jonny, an online mental health campaigner with a big following, to discuss collaborating together. For Jonny, the importance was producing a film that would reduce the stigma surrounding schizophrenia – a condition that he lives with – and as he talked very honestly about his own experiences he revealed he had once tried to commit suicide off Waterloo Bridge but had been stopped by a complete stranger.

I was immediately struck by this simple yet very powerful interaction between two unconnected people. Not only had it resulted in completely turning Jonny’s life around but it had inspired Jonny to become a campaigner so that other people wouldn’t go through the despair he had suffered, and so set in motion this spiraling butterfly effect from which thousands of people around the world had benefited.

The film was born. We would launch a campaign for Jonny to find this stranger and document his journey. It would have an engaging story of human interaction at its heart that would form a natural narrative but also, subliminally, raise awareness about suicide.

The task of finding ‘Mike’ – the name Jonny had given this stranger – was daunting. Jonny had tried in the past but with little success. Principally because he had very little recollection of what happened that day on the bridge, including what the man looked like. Testing the truisms that we are all only six degrees of separation apart and live in a global village, we decided the core of our campaign would be launched through social media.

We approached the charity Rethink Mental Illness, who Jonny had just been made an ambassador for, to see if this is a project that they would like to be involved in. Securing their backing gave the campaign a much wider platform and an existing social media base that could be harnessed.

We launched our campaign on the six year anniversary of when Jonny had met ‘Mike’. There was a natural emotional resonance to the date but also a hook that enabled the campaign to get picked up by the press. A media strategy was put in place to kickstart the campaign with appearances on daytime television, news reports and interviews with journalists lined up for the first day. Simultaneously, Jonny and Rethink Mental Illnesss, would make their online appeals to pick up on the reactions and encourage people to share and spread the story through their networks.

Within 24 hours the campaign had exploded. There was blanket coverage in all the press outlets the following day and the #findMike hashtag was trending in the UK and countries around the world. The mailbox that had been set up was receiving numerous leads that needed to be chased up and analysed whilst Jonny was also receiving messages through his own personal social media networks.

We had never anticipated such a response – TV stations and journalists around the world were bombarding Jonny to speak to them – but the success of the campaign wasn’t difficult to deconstruct. The story was simple but hugely emotive, and it captured people’s imagination. Furthermore, the ask of the participants was easy. All they had to do was click ‘share’ or ‘retweet’ and they could feel that they had made a valuable contribution towards helping Jonny.

We had always intended for the film to be observational, to be an honest and true reflection of Jonny’s search, whether this was successful or not, and with the campaign becoming such a phenomenon this acted as a natural spine to the story. There were many red herrings and dead ends along the route but we were all relieved when an email came in from a very convincing lead and on meeting him everything came flooding back for Jonny.

While Jonny was able to get the closure he had been longing for were also able to reflect on utilising social media for the positive effect of producing a campaign that had raised awareness about mental health and stimulated important conversations around suicide.

The film, which captures every moment of Jonny’s search, premiered last night at the BFI. It can also be seen online at

Postcard Productions was established in 2010 by Sam Forsdike and Richard Bentley to make films that matter.



Who do you think is a great charity social CEO?

25 Apr

Hurray! I’m excited to say that the Top 30 Charity CEOs on Social Media Awards is back for 2014. Here’s my blog about it on The Guardian Voluntary Sector Network.

As you may know, Matt Collins and I co-founded the awards last year, and the top 30 in 2013 included some amazing CEOs such as Peter Wanless of the NSPCC, Julia Unwin of the Joseph Rowntree Foundation and Julie Bentley of Girlguiding.

Our goal behind the awards has always been to help charities engage more effectively with digital. What better way to do that than get your CEO tweeting or blogging? As last year’s top 30 showed, having a strong social media presence as a leader can help your charity build valuable relationships, reach more people and generate income. We also see the awards as a great way for charity leaders to share best practice about social media, so once again we’ll be producing some content to help leaders create awesome social presences. This will be published to coincide with the announcement of the awards on (drumroll) 6 November 2014.

It’s free to nominate and the leaders of any organisation who are a registered charity can enter. This includes charities of any size, social enterprises and professional bodies.

This year’s top 30 will be judged by our fantastic panel:

  • Simon Blake- CEO of the Brook, and chair of judges (@simonablake)
  • Lucy Caldicott- Director of Fundraising at Clic Sargent (@lucycaldicott)
  • Dalton Leong, CEO of The Children’s Trust, and former winner in 2013 (@daltonleong)

It would be great to hear who you think are the best charity CEOs on social media. You can nominate them here . Please submit entries by 5pm on Friday 30th May.

We’ll announce the top 30 on 6 November 2014. Stay tuned for news about our launch event.

For more details about the awards please drop me a line on In the meantime, we can’t wait to hear your nominations!


Charity Comms’ book on communications strategies

14 Apr


charity comms book v2


You might have heard that Charity Comms have just published a book on charity communications strategies. It’s a super useful end to end guide to planning, creating and implementing your communications. I’d recommend it to anyone working in this field.

It’s written by Joe Barrell of strategic communications agency Eden Stanley and features case studies from the British Heart Foundation, Cancer Research UK, the RSPCA and more. It also includes a few insights from me. You can buy the book on the Charity Comms site. I’d love to hear what you think of it.

What are your thoughts on charity communications strategies?

Could innovation transform the charity sector?

27 Mar

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If your organisation is talking about innovation right now, or has ‘innovative’ as one of its brand values, then you’re not alone. But what is innovation? Is it just a highfalutin concept? Is it confined to product development? Is it only possible on a big budget? And how does it translate into something that makes a positive difference to your stakeholders?

In truth, charities have never needed innovation more than now. The sector is under increasing pressure- whether it’s from donors demanding more information, MPs asking questions about what charities should be allowed to do or greater demand for services. In my view, nonprofits are unlikely to see the benefits of the recovering economy for some time yet. There’s a very real sense of ‘we can’t go on as we are.’ Charities are being forced to get creative about different ways of working and new income streams. Is innovation a choice you make, or is necessity the mother of invention?

I’ve seen some great examples of innovative work by charities recently, from Macmillan’s online dating based fundraising initiative My Mate Your Date to the Bill and Melinda Gates Foundation’s data project Markets for Good. It’s not just the big charities either. Small charities are also doing some very innovative work, such as Raindrops on Roses.

But what is the actual business case for innovation? How could it help your charity, as well as the sector as a whole? What does it mean for nonprofits in the future? These questions have inspired innovation consultant Lucy Gower and I to create the Charity Innovation Survey. We believe that the results will help charities build strong business cases for more innovative approaches to their boards, and gain insights into how other organisations are doing things differently, and for the better. Guess2Give, the innovative online fundraising platform, are partnering with us on the research.

This is your chance to have your say about innovation. We would love to hear your views. The Charity Innovation Survey should take you no more than 5-10 minutes and as a little thank you for your time we’ll email you the results and enter you into a prize draw for Amazon vouchers. The deadline for responses is midday on Monday 14th April.

We hope to see you at the launch of the results, which will be at a special event with Charity Leaders Exchange on 10 June in central London (details TBC- I’ll post the link as soon as I have it). The event will also explore how charities use innovation, how critical it is to the future of the sector and what organisations think it could help them achieve. We’ll also feature case studies and advice for charity leaders on innovative approaches.

Could innovation change the sector for the better? Or is it just a ‘nice to have?’ Tell us what you think. It would be great if you could also spread the word about our research. By doing so, you’ll be bringing charities together to talk about something which could potentially help us all achieve more, collaborate better and support a greater number of our beneficiaries.

Take the Charity Innovation Survey

Understanding the value of social media? Priceless

21 Feb

Twitter has hit the headlines again this week. The Brits sponsor Mastercard asked journalists attending the awards to tweet plugs in return for tickets. You can read more about this on the Huffington Post.

Unsurprisingly, the journalists didn’t appreciate being treated as content robots and took to Twitter to complain.

tim walker

There’s a great round up of more tweets from the #PricelessSurprises hashtag on The Drum.  Probably not quite what the PR agency who made the request were hoping for.

I’ve read a number of articles saying how the incident shows the true nature of PR. I don’t think that’s the issue (and I know PR is an incredibly valuable tool- it’s one of the areas I work in). Asking journalists to do this misses the point of social media- you can’t make people say exactly what you want on Twitter. If the agency wanted positive tweets about Mastercard, it would have been a much smarter move to concentrate on giving journalists a good experience of the awards. This would involve making sure they had everything they needed to write their stories (e.g. access to celebrities they wished to interview), key information and looking after them like any other guest.

It’s also reinforced something else that I’ve learned over the years; the solution to doing social media well is sometimes offline. Not only did the agency misunderstand the role of social, they also treated the relationships with the journalists in a transactional way. That would have been a mistake with or without social media.

Here are three things which this incident demonstrates about social media:

  1. If your call to action involves social media, that doesn’t mean the normal rules about relationships go out of the window. Relationships via social media need to be valued and nurtured in the same way you would offline.
  2. If you want people to say something positive about your brand on social media, then give them a good experience. And accept that people will never say exactly what you want them to. The upside is that if you look after them their feedback may be even better than you could have hoped for.
  3. When planning a campaign with a hashtag, be prepared that it may get hijacked, as with #PricelessSurprises . This can happen due to circumstances outside your control; for example, at a charity conference last year the hashtag was invaded by spambots. Just as you have a crisis comms plans, have an idea of what you might do if your hashtag gets hijacked.

What else do you do to nurture relationships via social media?

What will social media look like 10 years from now?

7 Feb


The Guardian Voluntary Sector Network are currently running a great series of blogs on what the charity sector will look like in 10 years’ time.

I particularly liked Helen Goulden of Nesta’s piece on why charities will need to innovate to prosper. Judith Davey of ActionAid UK also wrote a very insightful blog on the future of the voluntary sector workforce and Lucy Caldicott of CLIC Sargent shared some thoughts on social media and fundraising.

I blogged about how I think charities will be using social media in 2024, including some ideas on strategy, how platforms are becoming more niche, and how truly innovative organisations are using social media internally to bust through silos. If you’d like to join the conversation about what the charity sector will look like in 10 years’ time keep an eye on the Voluntary Sector Network and the #10yearstime hashtag on Twitter.

Speaking of social networks, if you want to know how your charity can make the most of Facebook this year the fantastic Ross McCulloch of Third Sector Lab has just blogged about 5 ways charities can improve their use of Facebook to mark the social network’s 10th birthday this week.

2024 will be here before we know it. What is your charity doing right now to prepare?


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