SOCIAL MEDIA AND THE FOURTH SECTOR IN SPAIN

The fundraising treated as the set of actions aimed at fundraising. public and private means for financing the activities necessary to achieve the fundamental objectives is a major concern of any NGO.

A good fundraising strategy needs a communications plan and coordinated public relations for access to our stakeholders, businesses, government agencies, foundations and target audience likely to spread our goals and support them with their contributions. 

In this context, the emergence of social media has revolutionized this process by creating a communication link with these groups, allowing one hand to communicate in real time the evolution and achievements of the various ongoing projects, while capturing the feedback of our supporters. On the other constituting an element of cohesion of the members of the NGO, reinforcing the sense of belonging and the degree of commitment to individual causes.

To have an overview of the approaches we have revised some of the major NGOs in our country, both internationally with greater temporal development as Greenpeace, Amnesty International or UNHCR, and other, local as Manos Unidas,  Anesvad or Intervida . 

As trends stand out:

• Widespread presence on Facebook and Twitter.
• Profusion of multimedia content with their own channels on YouTube.
• Virtually no presence in Linkedin.
• Anecdotal presence on Flickr and without much coordination.

Facebook

In the B2C site par excellence is the NGO Médicos sin Fronteras who significantly leads the ranking with its "alien pain pills" highly successful on the online and offline environment, present in all our pharmacies. Allow you to share your commitment in your wall with several diseases and invite your friends to spread the initiative. The process is complete with videos of Javier Bardem and Luis Tobar requesting the purchase of the pills in pharmacies.

Twitter

This ranking is led by Greenpeace Spain Twitter with 331,000 followers turning to its immediate follower Doctors Without Borders. With a strong twitter daily activity is used as a protest in the various demonstrations or performances taking place at all times, accessions and signatures asking for support of projects like "Save Valdevaqueros", "Suspension of arms trade treaty", etc..

The entities with religious ascendancy as Caritas, Foundation Vicente Ferrer or Manos Unidas, has a forming component, with advices, recommendations and calls for collaboration in solidarity with their fundraising activities.

YouTube

Understandably, it is GreenPeace who leads the ranking in a very remarkable way for the profusion of nature-related activities carried out, giving them a great opportunity to use multimedia content. A great distance with 675,000 views intermon Oxfam followed by Amnesty International with many pages about the human rights situation in the world, MSF with his "My Life with HIV", reports on living with the AIDS virus or the Vicente Ferrer with interviews and reports on the activities of the Foundation in India.

To summarize this study remarks:

• The significance of the selection of sites according to our target market, being clearly marked in this case by a B2C orientation.
• Large NGOs have opted for a higher profile sites with B2C, Facebook, Twitter, YouTube, flickr.
• Have little interest in profiles B2B, LinkedIn, Slideshare or Quora, where private decision makers as directors of CSR, Communication and foundations, are active in the social networks.
• Particularly striking is the poor penetration of Pinterest in the sector, despite the high viral demonstrated and high penetration among the female audience has very prone to the support of major charity projects.
• Also in the NGO field, as is happening in most sectors under discussion, noting the strong commitment to networking and social media as part of customer engagement.
• Finally the share growth for the year 2011, as you can see in the attached table

Regards and as always if you want to be aware of our activities encourage you to follow us on our profile on Linkedin
 http://www.linkedin.com/company/social-media-tailored

Jesús Labrado Fernández
www.socialmediatailored.com

http://es.linkedin.com/in/jesuslabrado

https://twitter.com/jesuslabrado

"GO GLOBALGOOD" A NEWBORN CHARITY MARKETING INITIATIVE

Go GlobalGood, a newborn charity marketing initiative, with the main aim of promoting and addressing social solidarity between businesses and citizens acting as a meeting place where:

• Enterprises through their financial contributions help fund NGOs and non-profit   micro projects, while reinforcing its social and corporate social responsibility activities.
•  NGOs can meet its micro-projects. 
• Individuals by voting disinterested "like" contribute to the distribution of these funds on a regular basis and proportionaly to the support received. 

The operating mechanism is very simple and easy to understand.

In the diagram below shows the value chain and the benefits for companies and for non-profit entities is this wonderful initiative.

As an example of the type of projects presented: The NUMEN Foundation, an organization who help children with cerebral palsy with motoric difficulties and postural control, need some adapters that allow them to use the toilet. The budget for the adaptation of bathrooms is 985 euros. I encourage you to like this initiative. http://www.goglobalgood.es/proyectos-solidarios/ninos-con-paralisis-cerebral/

From Social Media Tailored wish every success to Mary Cafarenna and his team in this new proposal just starting. 

For further information, you can access their website at  http://www.goglobalgood.es/

Best Regards

Jesús Labrado Fernández

www.socialmediatailored.com

Follow us on facebook http://www.facebook.com/SocialMediaTailored

Follow us on Linkedin http://www.linkedin.com/company/social-media-tailored

JP MORGAN CHASE "CHARITY MARKETING"

JP Morgan Chase Community Giving, with 3.370.150 fans on his Facebook page  and more than 18 million dollars shared between 800 projects in the USA, represent the benchmark  using social media networks within financial sector, on what we can call Charity Marketing.

 

From 2009 Chase has capitalized the use of social media on his strategy. Nowadays, it´s the number one financial institution on facebook ranked by number of fans with a high reputation coming from their supporting activity to the non-profit sector.

JP Morgan Chase distributes from $2M to $3M annually between the more voted charity initiatives by the fans pages during the voting period.

Community Giving it´s more than a common Facebook program, we could say it is a full free charity promotion platform for non-profit organisations.

• Chase provides an space where the charity can shows to the world, his project, his goals and the benefits for the community.
• Chase also provides a set of marketing and public relations tools, "Charity Toolkit" that allow them to develop an effective action plan to address their candidature. Its include:
•  Helping to create charity key messages.
•  Press note draft
•  How to attend local radio and TV interview
• How to engage journalist and radio speakers
• How to organise a press event
• How to maximise your online presence and social media
•  Etc,
• The prizes are distribute as follows:
•  250.000$ for the most voted
• 100.000$ from second to fith placed
• 25.000$ for the 95 left
• Each charity has also a donate button, allowing fans to make donations to the current projects available on the community.

Additionally Chase had organized in 2011 the American Giving Awards,, which main aim is to award the community heroes.

The prize is worth two million, to be shared between the five most voted charities into the categories of: Educators & Mentors; Champions of Health & Wellness; Heroes & Leaders; Community Builders, and Youth Developers.

The prizes are distributed $1M for the “Big idea”, $500.000 for the second most voted, $250.000 for the third and $125.000 for the fourth and fifth most voted initiative. The American Giving Awards ceremony called more than one thousand people, counting with the presence of the president of the JP Morgan Chase Foundation, Kymberly Davis.

Lasting Chase runs an specific action for the support of war veterans, "Helping Veterans” with two programs:

•   100.000 jobs submission: Job searching program veterans
•    Help our nation´s veterans: Donation program to address veteran needs. For each 10$ donated by the public, Chase donate another 10$ to the cause.

In summary JP Morgan Chase, is taking advantage of the viral power of social media to boost their Charity Marketing programs, showing their customers their commitment with the society, reaching the leadership on his sector, improving his reputation and getting the recognition of the full North American society

Best regards

Jesús Labrado Fernández

www.socialmediatailored.com

You can follow us on facebook http://www.facebook.com/SocialMediaTailored