Everyone is talking about the barefaced selfie that has incredibly raised over £1 million for Cancer Research this week.
This really proves how powerful social media can be to a charity, albeit the campaign was not orchestrated by Cancer research themselves, it has resulted in over 800,000 donations.
A lot of controversy surrounded the #nomakeupselfie trend, some questioning how it could possibly raise awareness and others about how it helped Cancer Research raise money.
The fact is, the more people that questioned why people were posting selfies, the more people were donating, maybe themselves questioning how their selfie was helping, as a kind of self-validation.
Over the past few months we have seen how social can be used in a similar way to the old school ‘chain mail’ letter, with users doing something and then nominating their friends, we saw this with the viral spread of the #RAKnominations (random acts of kindness ) trend.
This approach is very personal and the ‘nominee’ feels more obliged to carry out the said ‘act’ as it coming from a trusted source. It all comes down to herd mentality – nominees are influenced by their peers to get involved.
With these sorts of viral trends kicking off almost every week, charities need to start thinking about how they can leverage their campaigns around them.
The reason they are so successful is because they are genuine, they have come from an actual supporter and haven’t been pulled apart in meetings and had a logo slapped on them, which brings us down to the three rules of social:
- Share your story
- Be honest
- Be transparent