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Headlines
AI not 'sufficiently sophisticated' to make ethical fundraising decisions, think tank warns | Charity Times, 12 feb 2024
Charitable Giving Strategies For Young Professionals | Forbes, 11 feb 2024
Bridging the Opportunity Gap in Social Sector AI | Stanford HAI, 10 feb 2024
How to Elevate Employee Engagement and Community Impact Through Workplace Volunteer Programs | America's Charities, 10 feb 2024
Social enterprise and impact investing events in 2024 | Pioneers Post, 06 feb 2024
The combined power of profit and purpose: the impact of social entrepreneurship | Cape Business News, 06 feb 2024
12 Social Entrepreneurship Courses (Free + Paid) | Causeartist, 05 feb 2024
Navigating Innovation As A Nonprofit Leader In Healthcare | Forbes, 29 jan 2024
The Startup Boom and Eco-Innovation Enthusiasm in India | The CSR Journal, 16 jan 2024
Stanford Social Innovation Review's 10 Most Popular Articles of 2023 | Stanford Social Innovation Review, 26 dec 2023
June 2020
Mohammad Anas Wahaj | 25 jun 2020
User-Generated Content (UGC) is getting more prominence for charity marketing and communications in the COVID-19 pandemic turbulence. Charities are struggling with funds and resources and have substantially reduced marketing and advertising spends. UGC helps charities in creating content to promote their brand, do fundraising, and advertise their accomplishments. Content created by those who were directly supported by charities is more authentic and relatable. When users share their stories they connect better with potential supporters. Following are the ways UGC benefits charities - (1) Marketing budgets are shrinking and UGC can provide a practical, cost-effective solution amid cuts, through users becoming charities' ambassadors online through videos, blogs, podcasts and social media posts. Hiring marketing agency is costly and current social distancing norms are restricting professionals to do location filming. The National Council for Voluntary Organisations (NVCO) has estimated that UK charities lost around £4 billion in the first three months of the COVID-19 crisis. According to COVID-19 Marketing Report by Influencer MarketingHub, more than 2/3 (69%) of brands expect they will reduce their advertising spend in 2020 due to COVID-19. 3/4 say they are posting less on their social media accounts as budgets shrink. (2) Charity's frontline staff, beneficiaries and volunteers are able to enhance their digital skills during lockdown. Charities are certainly keen to empower their workforce to support users in creating content. The 2020 Charity Digital Skills Report found that half of charities would welcome guidance on helping their staff adjust to change and stay motivated and productive amid the pandemic. (3) UGC is more authentic and relatable. Last year's Stackla survey found that the public believes UGC is 2.4 times more authentic compared to brand created content. However, too often the power of UGC is not being realised by marketers. The survey showed that marketers are 2.1 times more likely to believe that brand created content is more authentic compared to UGC. Read on...
Charity Digital:
How and why User-Generated Content is changing charity marketing
Author:
Joe Lepper
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