Survey shows social media is driving charity fundraising
This summer’s ice bucket challenge phenomenon has become the “most successful” social fundraiser ever, according to a new survey.
Research by the Charities Aid Foundation found one-sixth of Britons took part in the ice bucket challenge with one in 10 saying they had donated to charity as a result.
An average of nearly £5 was reported to be donated as a result of the challenge, and the majority of these donations are reported to be additional to the amount people were planning to give this year anyway – meaning charities are potentially getting an extra boost.
The Ice Bucket Challenge, the global trend which took off in the US to raise money and awareness for Amyotrophic Lateral Sclerosis (ALS), also known as Motor Neurone Disease, is reported to have raised over $100m to date, with the MND Association, Macmillan Cancer Support and Water Aid charities amongst others benefiting in the UK.
What we need to do now is help turn these one-off trends into a lifetime of support - Deborah Fairclough
The research showed the Ice Bucket Challenge has been the most successful of its kind with 175 of the population taking part. Some 7% were involved in the Stephen Sutton Thumbs Up campaign and 6% took a #nomakeupselfie in Britain earlier in the year.
The survey, of over 2,000 people, also estimates 12m of Britons have been involved in a social media fundraising campaign at some point.
Deborah Fairclough, head of research at the Charities Aid Foundation, said: “Social media is a fantastic way to help organisations big and small reach new supporters and spread awareness about their cause – and this year in particular we’ve seen an explosion of really creative campaigns.
“It’s amazing to see people giving that little bit extra in order to get involved in movements like the ice bucket challenge, whilst still maintaining their support for their favourite charities.
“What we need to do now is help turn these one-off trends into a lifetime of support, getting more people involved in social action regularly – something we hope to achieve by bringing the international giving day #GivingTuesday – to the UK in December this year.”
The survey of 2,058 GB adults was conducted between 5 and 7 September.
