WHAT IS A SOCIAL GOOD CAMPAIGN?

A Social Good Campaign uses platforms like Facebook, Twitter, Linkedin, or Instagram to increase awareness of or inspire action for a cause, crowdfund for a social good project, or promote support of philanthropic work. They have the potential to engage followers, and if executed properly, social media can be used to drive societal change.

Probably one of the most effective viral campaigns of the 21st century to date, the ALS Ice Bucket Challenge had everyone involved, from Bill Gates and George W. Bush to Lady Gaga and Homer Simpson. The premise was simple: pour a bucket of ice cold water over your head and nominate your friends to do the same – all in the name of donating money to the U.S. Amyotrophic Lateral Sclerosis (ALS) Association (Motor Neurone Disease Association in the UK). The ice bucket challenge raised more than $115m for motor neuron disease in a single month. Now scientists using the proceeds have discovered a gene variant associated with the condition. These findings will help them to discover how ALS takes hold and will hopefully lead towards treatments for the condition.

Here is an example of a compelling social media campaign:

“A Powerful Story on Using Social Media for Good“

Getting Started

YOUR PURPOSE: Before starting your Social Good Campaign, make sure you have an understanding of your target audience and your purpose for the campaign. In order to know if your campaign is effective, you need to know what it’s supposed to achieve.

WHO are you looking to educate, inform, or involve?
WHAT outcome/actions are you looking for others to do? Share/Raise Awareness? Volunteer? Donate? Sign a Petition?
WHY are you looking to educate and inform?

YOUR FORMAT: There are many different types of Social Media you can use, but depending on what you are looking to accomplish, you’ll probably find that one that is more suitable for your needs over another.

Facebook: Facebook can be an informal place to launch serious things. Social Good Campaigns can be set up through the Facebook Causes App, or Facebook Fundraisers. FB Causes helps people share ideas, find supporters, and make an impact, while FB Fundraisers supports causes you care about and raises money for yourself, a friend or nonprofit. Everyday users can set up a page in support of non-profits already on and approved by Facebook.
Instagram: Instagram can also be an effective tool for spreading social good. One of the most popular photo sharing apps uses pictures and hashtags to tell stories and discover new ones. Images are powerful. Use them to your advantage to tell the story of your mission.
Twitter: Twitter has rapidly grown to be one of the most powerful online platforms for connecting hundreds of millions of individuals and organizations around the world. While tweets may not create sustainable peace, postings can go viral and create significant pressure on a regime, company or other institution to pay attention and take corrective action.
LinkedIn: LinkedIn members are able to showcase their passion for specific causes and organizations on their Profile, making social impact a part of their professional identity. And since volunteering is also good for your career (1 of 5 managers agrees that they have hired a candidate because of volunteer work experience), LinkedIn launched the Volunteer Marketplace, which delivers volunteer opportunities to LinkedIn members and volunteer candidates to nonprofits.
GoFundMe: GoFundMe is the world’s largest crowdfunding platform. With a community of more than 25 million donors, GoFundMe has changed the way the world gives. Keep in mind, although signing up is free, fees are deducted from each donation.
Pinterest: Pinterest is a tool for collecting and organizing things you love, and this can be used as a powerful storytelling tool. Pin your YouTube videos or Flickr photos, create collaborative boards inviting other pinners to pin to it (this is a great way to let your supporters help tell your story and help them connect with one another), or repin like-minded nonprofits’ stories, too. If one of your goals is to raise awareness and educate, don’t be afraid to share that really good infographic on human trafficking that came from another nonprofit.