Charities often lead the way with marketing innovation. They cannot just hit the ‘spend’ button like some businesses appear to. This has led to charity fund raising leading the way with huge public engagement successes like Race For Life (> £38m raised) and Walk The Walk (> £8m).
Social media ticks the boxes for charities as well. This is low cost stuff that builds on engagement. Add to this a layer of celebrity involvement and success is in the making.
The latest low cost, social media innovation for charity is a wonderful campaign: celebrities leave Facebook and Twitter until their fans donate enough money to get them back. In one or two instances this could be an excellent opportunity for us to wave goodbye to irritating celebrities, but as the cause is World Aids Day and the celebs are the likes of Lady Gaga, Justin Timberlake and Usher … I anticipate success.