“We received’t cease till we are able to guarantee that younger folks with most cancers are by no means forgotten, by no means unheard, by no means ignored and that they’ve all the things and everybody they want, in order that they don’t need to face most cancers alone,” writes Kate Collins, charity digital chief and CEO of Teenage Most cancers Belief.
That mandate has seen the Teenage Most cancers Belief remodel itself into an exemplary drive for good utilizing digital expertise, communications, and social media. Collaborating with companions from the general public sector, music trade, sufferers, to on a regular basis fundraisers, the charity’s complete digital transformation has ensured that its voice will be heard throughout the nation.
Leaping into the limelight with Stephen Sutton
Recognized in 2010 with terminal most cancers, teenager Stephen Sutton from Burntwood Staffordshire helped remodel the Teenage Most cancers Belief along with his social media fundraising marketing campaign. Battling colorectal most cancers since his prognosis, 2012 was the turning level – dangerous information – medical doctors had carried out all they may. Posting publicly on Fb, his bucket listing went viral. Stephen had already participated within the charity’s fundraiser and occasions, and his listing included elevating £10,000 for the charity.
He thrust himself into the limelight on behalf of the charity. He began a weblog, referred to as Stephen’s Story, charting his life and sharing his adventures in fundraising. He shortly made mates with comic Jason Manford. Collectively they unfold the hashtag #ThumbsUpForStephen throughout Twitter, Instagram and Fb – it’s lived after Stephen’s loss of life.
His digital fundraising efforts have helped remodel Teenage Most cancers Belief – the charity has by no means obtained a donation extra vital than Stephen’s. From past the grave, his legacy has raised over £4.5 million for the charity’s programmes.
>Learn extra: Small Charities’ Information to Grassroots Social Media
How did he do it? Social media, social media, and at last, social media
Stephen’s management and abilities in charity digital fundraising had been an enormous success, and charities massive and small ought to take word. Taking a look at Stephen’s success story, charity media and advertising and marketing communications groups can study from how he’s carried out it:
- YouTube movies helped tie the message collectively – As a part of his marketing campaign, Stephen launched an emotional YouTube movie of his journey – it’s been watched over 700,000 occasions. His focus wasn’t on his tragedy, however on his optimistic message. His YouTube channel is enjoyable. The movies are about his bucket listing actions and media appearances, serving to to generate extra help for his trigger.
- Use of each social media outlet attainable – Stephen and the Teenage Most cancers Belief made use of each main social media platform and extra. Stephen’s microblog charted his private progress and inspirational fundraising pictures. Not solely did he have his personal weblog, he used Fb, Twitter, Tumblr, and Instagram to maximise his attain.
- Celebrities will be discovered and leveraged on Twitter – On Twitter, his feeds attracted main UK celebrities – Russel Model, Steve Coogan, Rebecca Adlington, Stephen Fry and lots of others. Celebrities, in flip, got here out to donate, retweet, and share Stephen’s fundraising efforts. His love of sport captured the eye of high-profile sportspeople, serving to to extend his digital fundraising efforts.
>Learn extra: The best way to create efficient charity hashtags
Teenage Most cancers Belief’s digital transformation strategy
Classes from Stephen’s outstanding journey have been built-in on the coronary heart of Teenage Most cancers Belief’s digital transformation and tradition. The charity’s digital technique is holistic and highly effective, making the perfect use of private and non-private partnerships, person tales, and common, related content material. Showcasing its distinctive strategy, we’ve pulled out a few of the greatest examples of the charity’s digital advertising and marketing, communication and transformation methods.
- Don’t be afraid to get skilled experience – For a lot of charities, social media digital technique could not come simply or naturally. Devising exterior campaigns and inside digital transformation can require assist exterior your organisation. Lately Teenage Most cancers Belief has enlisted the assistance of Yorkshire-based HMA digital company to chart and launch a brand new, self-care portal for teenagers. The company will assist design and implement the Teenage Most cancers Belief’s built-in evaluation mapping, which takes the charity’s customers alongside the self-care journey on-line.
- Partnerships can improve attain and content material – Music has been a giant a part of the charity’s digital fundraising technique. Teenage Most cancers Belief’s Spotify public playlists go straight into the ears of youngsters – the tunes are linked to the charity’s hashtag #TeenageCancerGigs, a sequence of music occasions on the Royal Albert Corridor. Huge names are already lined up for March 2020 together with Stereophonics and Noel Gallagher. On-line content material from the occasions is then used on social media to drum up fundraising help.
- Use digital fundraising platforms, and plenty of them – Crowdfunding platforms, JustGiving, GoFundMe, GoodBox, and cell phone apps like Atlas Go have been utilized by particular person fundraisers and the charity itself. Apart from Stephen Sutton’s large fundraising effort, the overwhelming majority of efforts have come from a lot smaller donations. The success of the Teenage Most cancers Belief has come from having a community, not of huge funders, however primarily, small ones.
>Learn extra: How small charities can work with digital professionals on a funds