You are here: Home » Social Media » Using Social Media To Identify Charity Investment Options
Using Social Media To Identify Charity Investment Options

Using Social Media To Identify Charity Investment Options

Looking at recent statistics, it’s amazing to think how social media has become a major part of how the world communicates and how we interact with each other. According to Experian, 91% of online adults worldwide now use some form of social media regularly. The growth of social media platforms allow us all to share content in an instant, discover the latest news and communicate with global brands like never before. It’s also important to note that the online audience is not just a bunch of geeks, kids or technical experts but young and old, men and women.

Charity Investment Using Social Media

With the ever-growing user base this provides the perfect opportunity for charities and not-for-profit organizations to establish an audience, raise brand awareness, find relevant charity investment content, connect and communicate with fund managers and vice-versa. Just having a presence on one of these channels is simply not enough in today’s social media environment; you will be left behind by the charities that are investing the time in these channels.

One of the main challenges for charities is investing in the right training for the staff/team using these channels and finding the time to use social media. It is important that the staff possess the correct skills, time and understanding in order to use social media as efficiently, effectively and strategically as they would like.


Use the TWEET Model

This model has been developed by Claire Diaz-Ortiz, Head of Social Innovation at Twitter and is used to teach organizations on how to use the platform. This is a basic model however simply outlines the correct way of successfully building and handling Twitter interaction.

Target: You must have a target focus for your account, whether this may be an information account or fundraising account.

Write: Start by sending your first tweet on what you see appropriate for the chosen target of your account, then continue to write relevant tweets and try to let this process flow naturally.

Engage: After sending your first tweet don’t expect to gain a wealth of followers, this is a common mistake. This is now the time to engage with others within your industry to raise awareness of your presence and build-up a level of interaction.

Explore: To start building relationships and brand awareness on twitter it is important to constantly find new users and organizations to interact with. It’s often a good idea to set a weekly target to measure your new interactions.

Track: It’s important to track and measure your account’s development otherwise you won’t know if you’ve met your original target.

It’s All About the Ask

This element is crucial when building engagement. It’s important to clearly state what you want your audience to do. Provide them with the exact instructions and react in real-time if possible. Consider when tweets are sent and remember not to over-ask.

Case Studies

Look at some charity campaigns within your target sector and understand how they engage with their audience. By doing this you will quickly learn what you like about their activity and also, what you don’t like. This element of learning is crucial and can sometimes be overlooked.


There is a wealth of charities and not for profit organizations already on Facebook but this is not to say that such charities fully understand how to realise the full potential of the channel. Here are 3 top tips when starting a page on Facebook.

Tone of Voice: This is really simple but can often be forgotten. Try to select a tone that suits your organization and allows you to connect with users in a realistic way, the more personable the better. If you share the responsibilities of managing the page with other members of your team ensure that they are familiar with this tone of voice, allowing consistency throughout.

Creating Conversation: A common mistake for charities is to simply setup a Facebook page and not interact with the people that come onto it or show an interest. You should engage in conversation with this audience and build up a relationship over time, just as you would when you meet new people face-to-face.

Create Unique Content: Creating unique content for the charity’s page is a great way to keep an audience up-to-date with the developments of the work going on behind the scenes or the latest investments made by the charity. If you have celebrity ambassadors make sure you are using them to their full potential, create a video or questionnaire to build up brand awareness and interest. Be sure to respond to people and their comments, this shows that you care about their thoughts and opinions and clearly shows you’re listening to them.

After reading through this guide hopefully you are now ready to start using social media to identify Charity Investment options. Before you start it is crucial that the social media efforts of the charity align with your marketing and communications strategy as well as your investment options.

About John Eckersley

John Eckersley
John Eckersley is Managing Partner at Castlefield Investment Managers and is responsible for advising clients on investment policy and on asset allocation.