How can a charity generate best results from comms? Mark Picken, MPAD

@MarkPickenwww.mpad.co.uk

www.mpad.co.uk @MarkPicken

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•2.4 million ice bucket related videos posted on Facebook

@MarkPicken

• 28 million people uploaded, connected or Liked

• Justin Bieber’s video had 1,000,000 ‘Likes’

(Source: BBC)

• 3.7m videos on Instagram

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29 July – 28 August 2013

Amyotrophic Lateral Sclerosis Association (ALS) received $2.7m

@MarkPickenwww.mpad.co.uk

29 July – 28 August

2014 Amyotrophic Lateral Sclerosis Association (ALS) received $98.2m

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Pre-IBC MND Association received on average £200,000 per week

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22-29 August 2014

MND Associate received £2.7m

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Macmillan received £3m, but accused of hijacking the craze.

(Had been criticised for being too slow on the uptake of the #NoMakeUpSelfie).

@MarkPickenwww.mpad.co.uk

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What will be the impact long-term?

@MarkPickenwww.mpad.co.uk

The #NoMakeUpSelfie raised £8m in six days

@MarkPickenwww.mpad.co.uk

What made these two campaigns a success?

@MarkPickenwww.mpad.co.uk

They appeared to be ambassador-led (as

opposed to charity-led)

@MarkPickenwww.mpad.co.uk

Others have followed suit with good

campaigns, but they’ve not had same impact

@MarkPickenwww.mpad.co.uk

Could be as the were seen to be charity-led, or people

suffering from charity challenge fatigue

@MarkPickenwww.mpad.co.uk

How can you get the most out of communications?It should start with a strategy.

@MarkPickenwww.mpad.co.uk

Groundcrew

CHICKS

Focus on outcomes rather than outputs.

Not just about coverage and social media noise. It’s about organisational objectives e.g. volunteer numbers, fundraising income or membership numbers

@MarkPickenwww.mpad.co.uk

@MarkPickenwww.mpad.co.uk

Thank you.Your questions are welcome

@MarkPickenwww.mpad.co.uk