Social media for charities and campaigners

Whether you’re looking to raise funds or awareness, this masterclass will teach you how to make the best use of social media for your campaigns. In the space of just three hours, you’ll learn how to come up with ideas for content, target the right audience, and build a winning social media strategy. Importantly, you’ll also learn how to track engagement figures on your website, and measure the impact of social media on donations.

This course is suitable for people who work for charities or NGOs, as well as individual activists and campaigners. During the day, you’ll learn from Carol Naylor, social media manager for Macmillan Cancer Support, and Emerson Povey, digital communities editor for Amnesty International’s renowned social media team. Come along and find out how a strong social media strategy can make a real difference to your campaigning and fundraising.

Course content

• Using social media to reach niche audiences and take part in meaningful conversations
• How to establish a clear brand identity and distinctive tone of voice
• Coming up with ideas, tracking trends and building a strong following
• Embedding social media across your organisation
• Dealing with sensitive issues on social media
• Advice on how to use social media to raise funds for your cause
• How to gauge the effect social media has on donations
• How to use different platforms to best effect – including Facebook and Twitter
• Developing a strong social media strategy
• Measuring the impact of ‘likes’, ‘shares’, hashtags and online engagement
• Understanding the engagement figures on social platforms and tracking behaviour on your website
• Your social media policy – developing a model of best practice for you and/or your staff
• Q&A

This course is for you if…

• You’re looking to raise awareness and/or funds for a cause or charity that’s important to you
• You work in the charitable sector in PR or marketing, and want to understand best social media practice in your field
• You’re a campaigner or activist who wants to learn how to use social media to promote important causes
• You work for or manage a small charity who can’t afford to hire dedicated marketing, PR or social media staff

Tutor profiles

Carol Naylor is the social media manager for Macmillan Cancer Support. She and her team are responsible for maintaining Macmillan’s social media activity, promoting campaigns such as the World’s Biggest Coffee Morning and last year’s #IceBucketChallenge. Macmillan has over 560,000 followers on Facebook and over 230,000 on Twitter. Carol’s team also supports the staff behind Macmillan’s 30 regional and fundraising Facebook pages, as well as over 50 Twitter accounts. Carol has been using social media in the third sector for the last eight years and has been managing online communities for over 20 years. Find Macmillan on Twitter here.

Emerson Povey has been working with charities on digital communications since 2003 and is currently Amnesty International UK’s digital communities editor. Emerson leads on Amnesty’s social communications, campaigning and blogging, helping campaigners and volunteer activists use digital techniques for social change. Find Amnesty on Twitter here.

Full course and returns information on the Masterclasses website