Charity Magazine

Digital & Social Media Campaigning

Posted on the 29 June 2012 by Laurenbates @myethicaledge

So, how can you use digital comms & social media to support your campaigning activities?

Campaigning organisations can find it difficult to stand out from the crowd and to get their message heard. If you work for a small organisation with only a few staff and limited budgets, finding new and innovative ways to communicate with your target audiences is always a challenge!

But that’s where the use of digital marketing and social media can really help you to compete with some of the bigger players. Of course, the use of digital communications and social media has to be considered in the context of an overall strategic approach, whether that’s in relation to fundraising, campaigning, marketing, or service delivery.

A new non-profit using digital & social media to campaign globally

There are an increasing number of charities and non-profits who are integrating digital marketing and using social media channels into their work.

I’d like to showcase a new non-profit that is making the most of digital marketing and social media as part of their global campaign to end animal testing for cosmetics products.

Digital & social media campaigning

Cruelty Free International is the global campaign to end animal testing for cosmetics.

Established by the BUAV, one of the world’s longest standing and most respected animal protection organisations, Cruelty Free International is head-quartered in London from where an international network of organisations are mobilised in a coordinated campaign.

It’s shocking to learn that animal testing for cosmetics still happens, and that over 80% of the world still allows animals to be used in cruel and unnecessary cosmetics tests.

An integrated digital and social media approach

Cruelty Free International is a global campaign making great use of digital and social media to communication with potential supporters and ethical consumers who want to avoid animal tested cosmetics.

They are using their Cruelty Free International website to provide clear information about the issue, and there are lots of ways for people to engage with the campaign – from giving a donation to finding out about products that are not tested on animals. The site is also a resource for the media looking for information about the issue, in the UK and around the world.

They are also leveraging support from celebrities, and this short video from their Ambassador, Ricky Gervais, has also helped to attract interest from audiences on YouTube, Facebook and other channels.

Their Facebook page is a great example of how to keep supporters engaged with the campaign as it rolls out internationally with their launch partner, The Body Shop. It is constantly updated with images from around the world, which perfectly illustrates the global nature and support for the campaign.

To quickly respond to any questions or feedback about the campaign Twitter is used in conjunction with Facebook, and this too enables the organisation to communicate globally with a growing audience.

Do you have a favorite campaign that’s making great use of digital marketing and social media? Feel free to share it in the comments section!


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