Last Sunday marked World Social Media Day 2019 and we decided to celebrate with a series of blogs discussing the use of social media for good within the charity sector. Part one, published on Sunday, explored how social media is being used by charities, with some insight from our friends at Platypus Digital. Part two looks at how Pennies and some of our partners are using social to engage. First up, Pennies…

Case study: Pennies and social media, promoting the charitable sector

At Pennies, we use social media to fulfil one of our charitable aims – promoting the charitable sector. We celebrate and share stories highlighting the impact of our payment and technology, retail and charity partners – by unlocking giving and make pennies’ count.

As a charity ourselves, it is important that we are transparent about how Pennies works and illustrate where the money goes, so that donors can see they are making a difference – even just by giving a few pennies at a time. We also use social to inform consumers where they can donate via Pennies and to share some of the latest insights across the industries which make up our micro-donation movement.

We are working hard to position Pennies on social media as a thought leader, particularly as we are in a unique position – centred in innovations in retail, payment technology and digital giving. We are consciously creating content that is of interest to consumers – particularly the growing number of ethically driven customers; opening up a space for discussion and engagement.

Alison Hutchinson, CEO at Pennies explains;

At Pennies, we see evidence all the time that small acts addup to create something really special – and we view our social media output and engagement in a similar way. By sharing bite-sized examples of how a lunchtime here, or a day of customer giving there make a difference, we build an aggregated picture of an incredibly varied and rich landscape of individuals helping individuals; communities helping communities.

Our followers can watch as we develop solutions to ensure that people are always able to give their small change to charity – even as the ways we pay are changing; and, importantly, the role customers play – especially in the current challenging retail and charity environments.

We’re extremely excited to have recently welcomed Leigh Thomas, Director of Global Client Partnerships at Facebook to Pennies’ Trustee Board and in a bid to use social media in a more strategic way, we are super keen to learn and develop with the guidance of Leigh and can’t wait to have her on board.

Leigh Thomas

The simplicity of being able to add a few pennies at the end of your payment and them adding up to have a huge benefit for charities across the UK and Republic of Ireland – it’s just brilliant. I am very excited about how I can get involved and be part of something bigger, leaving a legacy for us all to gain from

Just like Facebook creates and builds communities, Pennies creates a digital community of people donating small change to contribute to the wider physical community and causes we care about and we’re really passionate about it!

Case study: Social media for raising awareness and funds

Our launch partner, way back in 2010 Domino’s began their journey by adding Pennies to their online checkout, and since 2015 have been supporting long term charity partner Teenage Cancer Trust. In a pledge to raise £3 million by 2020 they launched their #MyDoughnation social media campaign to contribute to the next £1 million needed to reach their target amount. The campaign vowed to raise awareness and funds to help young people with cancer. Pizza lovers were encouraged to upload their Domino’s pizza selfies using the hashtag and in turn Domino’s would donate £5 for each selfie.

Domino’s were able to donate £15,000 to Teenage Cancer Trust, and raise a great deal of awareness whilst fostering fun and participation amongst their loyal pizza-loving customers – a truly great result!

Case study: Social media to deliver services

Social media allows charities to share advice and resources at ease that can be easily accessible for many. There are many charities who use social media to deliver services and share resources with their supporters and service users. Asthma UK are a great example of a charity that regularly provides advice and resources on Twitter to those living and coping with Asthma. They share their own tips, guides, tutorials and third party advice, too.

There are also campaigns that aim to bring charities together around a cause or wider objective, such as the #TimetoTalk campaign lead by Time to Change, a charity initiative focused on changing the negative stigma of mental health. They use Time to Talk Day to inspire individuals, charities and businesses to get involved and open a conversation about mental health as well as sharing tips, advice and other resources on how to spot someone struggling and how to help someone who may need someone to talk to.

In our three World Social Media Day viewpoints, we’re exploring the important role social media plays in our society to celebrate just how much it has connected us as individuals, organisations and communities.

Look out at the end of the week for part three of the series where we will be looking at the rise of social in the sector.

Happy World Social Media Day 💚


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