NDM #6

http://www.theguardian.com/voluntary-sector-network/2014/jan/23/how-social-media-can-change-fundraising

How social media can change the face of fundraising

Social media. Once the impetuous child yelling in the playground, it has now transformed into a sophisticated adult that is fundamentally changing the way charities interact with consumers.

A huge proportion of charities already have a presence in social media, whether on Facebook, Twitter, YouTube, Pinterest or the latest platform. Raising awareness in a way people can relate to remains the first step to getting people to give, but the real potential of social is unlocked when campaigns are based on deeper insights about how the new channels are used.

Last year, the British charity Refuge, specialising in domestic violence, tapped into the popularity of YouTube make-up tutorial videos, by creating their own. Except their version featured a woman showing how to put make-up on to hide the cuts and bruises she'd suffered from being physically abused. It was a powerful example of brands channelling social behaviour for their own ends.

This shows how many different ways there are to communicate with people nowadays. Through Facebook, Twitter, YouTube and Pinterest. All these social networking sites allow awareness to be raised, in different forms. YouTube allows people to record make-up tutorials, this is a way people hide their pain and there physically abused skin, this is a way people become more unknown and hidden.