In what’s shaped up to be arguably the charity sector’s busiest month of the year so far, Comic Relief have shot to the top of both media league tables with a whopping 13,624 mainstream and 137,243 social media mentions, as the Gorkana Charity Barometer can reveal. Research projects, fundraising events and the nation’s militant commitment to sharing their opinions online all made for an eventful month.
Put a notorious Ugandan war criminal, a Liverpudlian comedian and…um…Kim Kardashian in a room and you’d expect to witness the odd tumbleweed yet the unlikely trio shared a common bond when they took social media by storm in March. The controversial Kony 2012 campaign epitomised ‘viral video’ and provoked a national outcry against child abuse worldwide. This secured a prominent position for Save the Children in social media as Twitter users urged others to donate to the charity.
Swapping talk for action, John Bishop left us all feeling a little lazy as he undertook a gruelling 295 mile cycle, row and run from Paris to London in five days in aid of Sport Relief. His “Week of Hell” featured on Comic Relief’s “Night of Telly” and triggered 34,816 Twitter mentions, dominating social media in the humanitarian sector.
PETA were also thrust into the social media spotlight when Khloe Kardashian denounced support for the animal charity, believing it to be linked to a flour bomb attack on her sister Kim. A testament to the power of celebrity, this set social media channels buzzing, and was by far the biggest talking point among animal charities.
Groundbreaking research saw charities such as the British Heart Foundation, Cancer Research UK and Amnesty International being brought to the attention of mainstream media. English Heritage uncovered worrying statistics that showed more than 70,000 protected sites are damaged by crime each year. Proving that social media isn’t always a weapon for good, one vandal was reported as spray-painting his Twitter account details onto Clifford’s Tower, one of York’s most historic landmarks.
In the disability sector, David Cameron managed to give the UK some good news this month as he vowed to double funding into dementia, a move welcomed by Alzheimer’s Research UK and Alzheimer’s Society whose hard work and research efforts were highlighted in the media.
Here’s a quick look at the charities who took the lead in mainstream/social media in a few key sectors:
- Animals – RSPCA /PETA
- Children – NSPCC /Save the Children
- Environment and Conservation– National Trust /Greenpeace
- Disability – Scope /Multiple Sclerosis Society
Overall, it’s certainly been an action-packed month for the charity sector so make sure you’re in the know when we report on all of April’s news and views.
Gorkana’s Charity Barometer tracks mainstream alongside social media content, allowing for competitor benchmarking and providing greater insight into local and global fundraising issues.
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