War Child strives for a world where children’s lives are no longer torn apart by war. The organisation protects, educates and stands up for the rights of children caught up in conflict.
“Facebook Donate has been transformative for War Child’s digital fundraising. In just six months, we’ve raised over USD 50,000 and reached new global audiences.” – Rob Williams, chief executive at War Child UK
War Child aims to reach children as early as possible when conflict breaks out, and stay to support them through their recovery – helping to keep them safe, give them an education and equip them with skills for the future.
Sam Smith joined War Child’s “Donate Your Birthday” campaign by donating his own birthday to War Child UK and asking for donations through Facebook’s birthday fundraiser tool, which had recently launched.
“We are lucky to have the support of some amazing artists, musicians and actors. Donating your birthday is such a simple and effective way to help raise money for our vital work. With the learning from Sam’s campaign, we hope to be able to advise others to make the most out of their birthday fundraising.”
Sam’s birthday fundraiser ran exclusively on Facebook.
Shares of donation Page
Raise funds for War Child UK
“Not everyone wants to run a marathon, bake cakes or jump out of a plane to raise money. The ‘Donate Your Birthday’ campaign empowers people to make a difference to children affected by conflict without breaking a sweat or spending hours in the kitchen. Everyone has a birthday, and therefore can help change the lives of hundreds of children affected by conflict across the world.” – Rob Williams, chief executive at War Child UK
Leveraging a public figure
Sam and his social team formalised a thorough social media plan to successfully engage Sam’s fanbase-posting and promoting on social media.
Boosting and targeting
The War Child team allocated budget to boost posts and target specific audiences.
Spreading the word
They worked with their internal press and PR team to secure media coverage.
- Be realistic. Set realistic expectations about what can be delivered. It’s smart to start out with an achievable goal – and then increase it if you meet it sooner than expected.
- Get on the same page. It’s important that all stakeholders invested in the campaign are on the same page. Make sure that the charity and public figure are aligned on both the fundraising goal and the plan to promote it. From the start, be clear about communicating the ask and the impact of donations to followers.
- Understand your audience. Sometimes you need to work harder to get a public figure’s fanbase engaged – it may be their first time hearing about your organisation, so it can help to warm them up with awareness about the cause and your work.