Source: Pearl Agarwal on Medium

The post The Creator Economy- more than just a phase first appeared on wbsdigital.

NFT stands for Non-Fungible Token. Which generally means a specific type of digital artwork or file that is stored in a blockchain. These NFTs are non-replaceable meaning all the art here is not one and the same. For example, consider yourself in an art gallery buying a painting done by a particular person, the art gallery will give you the exact same painting that’s on the display. This is non-replaceable. To be clearer, I will give you an example. Think of going to a watch showroom and buying a normal watch, they will give you a watch identical to the watch that you selected from the stock they have. But think of buying a limited edition watch with a manufactured number written on it. So NFTs are like this limited-edition watch they are one of a kind.

The bottom line, you get ownership of art by paying for it. Since all the transactions related to NFTs take place in blockchain their medium of payment is in cryptocurrencies.

EVOLUTION OF NFT

Even though valuing products by bargain system doesn’t exist now, Over time the bargaining system has evolved. First, we had the product for a product but now we have money for the product. As we move towards the digital world the bargaining system has also shifted towards digital. But even though the NFTs started as a token of ownership, it has changed to digital art trading method in order to earn money.

The reason that the payments are in cryptocurrency is because of the public ledger which means any transaction made in the blockchain has been registered and published in a ledger. NFTs are mostly considered as tokens confirming these blockchain transactions.

A developing number of organizations are sitting down at the table of Non-Fungible Tokens (NFT) to glut both the developing public hunger and their quick-rising worth. Also, talking about craving, apparently the solitary and appealing nature of NFTs has attracted everybody from avid supporters to craftsmanship houses; who are for the most part looking to profit from the developing pattern that encompasses them.

NFT TRENDS

True to form, the worldwide market for NFT deals volume developed multiple times in the main portion of 2021, contrasted to a similar period in 2020, arriving at an amazing worth of $2.5 billion. To act as an illustration of their developing prevalence, in August 2021, Visa bought a “CryptoPunk” – one of a great many NFT-based advanced symbols, for almost $150,000 in the digital currency Ethereum. Similarly, Mastercard has as of late set up their shelter in the NFT market, close by the sendoff of a sweepstake contest where contestants can win an NFT.

Likewise, we’re additionally seeing a development around the actual idea of NFTs, similar to branches developing from a similar tree. Back in June of the year 2021, the craftsman Robert Alice worked together with Alethea.AI to create the world’s absolute first iNFT (intuitive NFT); which was nicknamed ‘Alice’.

BRANDS JUMPING ON THE BANDWAGON

NFT is acquiring interest from various brands from numerous enterprises, each contriving creative procedures to get a cut of the activity. Restricted version NFT collectibles are being delivered by food brands like Taco Bell, McDonald’s, and Campbell’s, as well as extravagance names like Louis Vuitton, Nike, and, Gucci, as a strategy to fund-raise for a noble cause, create new income streams, help web-based entertainment commitment, and upgrade brand steadfastness.

Pringles® made its computerized assortment of crypto-themed crisps with a “virtual flavor” called CryptoCrisp – restricted to just 50 duplicates. The restricted version NFT is an MP4 document that shows an energized turning brilliant Pringles can with the “CryptoCrisp” flavor. The CryptoCrisp NFTs were evaluated at equivalent to a standard Pringles can which is around 0.0013 ETH, or around $2.

Utilizing NFTs to assemble brand esteem has turned into the most current methodology in many huge brands’ advertising playbooks, and it’s a pattern that is not disappearing in 2022. As advertisers investigate imaginative marking potential in the metaverse, anticipate that more brand explicit NFTs should be given by enterprises across all businesses.

Also, in what is seemingly the primary use of NFT innovation to a certifiable collectible, the National Football League (NFL) as of late declared they’d send Super Bowl ticket holders an NFT as verification of procurement. Days after the fact, land start-up Propy declared they’d sold the primary piece of US land supported by an NFT. In actuality, nobody knows whether selling land or occasion tickets through NFTs will at any point go standard. The potential, in any case, is very fascinating. Principally on the grounds that interfacing NFTs to property titles and land deeds would permit clients to trade land through a virtual trade (like how individuals trade stocks today).

NFT AND SOCIAL MEDIA

NFTs have gained quite some popularity on social media channels by letting individuals use NFTs as their profile pictures. The pattern began in January of 2022 when Twitter reported clients were asked to trade their headshot for an NFT. Soon after, Meta Platforms Inc. (which claims Facebook and Instagram) declared they also would permit NFTs as profile pics.

UPCOMING TRENDS OF NFT THAT COULD TAKE THE WORLD BY A WHIRLWIND

NFT AVATAR CASTING

The benefit of NFTs over conventional IP creation is that you can claim a piece of a more extensive brand, and bring in cash off it. NFTs, for example, Bored Ape Yacht Club and StereoheadZ empower clients to mint their own craft for the gathering, carrying another feeling of imagination to a local area of craftsmen, illustrators, and performers.

On account of Jace Kay’s NFTs band, the character Avatars were obtained from the local area and installments got back to those craftsmen. It assisted that an at this point secret stone with featuring was important for the StereoheadZ Music Club.

In 2022, it is foreseen that “Symbol Casting” as Kay calls it, is set to take off. He and the BAYC have many ventures underway, and individuals can set up their Bored Apes or StereoheadZ for use, and get a cut of the benefits. This ties into another NFT pattern for 2022…

COMMUNTIY OWNED BRANDING

Giving IP control to a local area to “take and twist into new bearings that the parent brand couldn’t have ever done in the past adds esteem”, says Kay. Utilizing a blockchain and NFT offers essential and optional exchange freedoms, guaranteeing a craftsman is generally paid for later utilization of their work. Releasing control of an IP empowers development and inventiveness, and craftsmen get compensated for their feedback and work at each stage. Assuming you make a Bored Ape and set it up for symbol projecting, your craft could end up as a Coke advertisement next Christmas.

ETHEREUM 2.0 – SOLVING THE ENERGY PROBLEM

The obvious issue at hand for NFTs is the enormous carbon impression produced to make one. A solitary exchange on the Ethereum blockchain utilizes as much power as the traditional family north of a day and a half. Ethereum is “consuming energy, such as driving a vehicle with your foot stunned on the gas with the brakes on,” says Kay. “It doesn’t need to be like that. What’s more, it’s evolving. Ethereum 2.0 will be gradually carrying out the following year and having a gigantic effect’s going.”

GAMING AND TOKENISATION

This is a major one. One year from now will see NFTs develop from their utilization to advance craftsmanship and will be about utility – whether that is gaming or admittance to uncommon networks (attached to symbol projecting and showcasing for Web 3.0). We as of now see this in computer games with AAA distributers like Ubisoft getting involved with a blockchain for players to purchase and open things that currently have genuine worth. Axie Infinity is another ‘play-to-procure’ adopter, which is presently esteemed at “$6 billion” and players can acquire $15 dollars an hour from NFT rewards.

METAVERSE AND APPLE

The metaverse will really begin in 2022, and NFTs will be at the core of this vivid tech. The upsides of blockchain, digital currencies, and NFTs will be served straightforwardly inside the metaverse, right away shoved aside the drivel obstructions to section. Be that as it may, Kay accepts it just truly starts with Apple and its consistent way to deal with UX and UI.

CREATING MUSIC NFTS

Music and NFTs will be enormous in 2022, Napster Big. Kay has shaped the virtual band The NFTs with individual Bored Apes and there will be something else to come. However, NFTs will be more all-inclusive in the music space. Jack Dorsey ventured down as Twitter CEO to run Block previously Square with the intention to get real-time features, for example, Tidal to embrace music NFTs.

REAL-WORLD EXPERIENCES

The Bored Ape Yacht Club NFT holders have already started, with an NYC party in 2021 that saw 2,000 BAYC NFT holders gather in a secret warehouse location to watch Beck, Chris Rock and a specially reformed of The Strokes take to the stage. “These IRL [in real life] experiences are definitely going to be a huge, huge thing.”

DIGITAL TAGGING AND OWNERSHIP

Envision on the off chance that Adele purchases a sweater, and sells it, you’ll realize that it was Adele’s sweater and its worth goes up. “Having computerized labels to actual things and encounters is starting to occur. It opens up much more chances to construct intriguing things with straightforwardness.”

PERSONALITY NFT’S

Hope to see performers and VIPs taking on NFT characters in 2022. It’s now working out; the artist Teflon Sega just exists in the Metaverse as an entertainer yet anticipates that more eminent stars should embrace the secrecy of performing to choose fans under an advanced persona. This likewise began with Gorillaz and will presently be taken to a higher level in 2022.

Even though most people consider NFTs as an advanced technological development that has just come into the picture, it’s not, Technological developments like Metaverse, Web 3.0, and NFTs have been in the background but have not been accessed by most of the general public. But now people have a basic understanding of technology in order to learn and understand these technologies.

Latest News on NFTs

• Yuga Labs Recovers 68 NFTs Via White-Hat Operation on Flooring Protocol
  June 11, 2026
• Doodles Launches Historic NFT Collection in Partnership With the Piet Mondrian Estate
  June 4, 2026
• OpenSea Unveils NFT Tool Registry for AI Agents on Ethereum
  May 28, 2026
• Moonbirds and Pudgy Penguins to Launch on Vibes Trading Card Game Next Month
  May 21, 2026
• BAYC Launches P2P Marketplace for Apparel, Collectibles, and Art
  May 14, 2026
• Pudgy Penguins and OpenSea Host Private Aquarium Tour During Consensus Miami
  May 7, 2026

The post NFT CAUSING A PARADIGM SHIFT IN THE DIGITAL WORLD first appeared on wbsdigital.

Founded by two relentlessly empowering women, Annetta and Lisa, the SaGG foundation helps re-write the future of many underprivileged Gambian girls. In The Gambia, it is estimated that one in every three girls is a victim of child marriage, which is not only a cruel violation of their human rights, but also a gender-based violation that no child should be forced to endure. The SaGG foundation is a non-profit organisation that is dedicated to educating and empowering girls and women in The Gambia in an effort to abolish child marriage and provide basic education to girls and women in an attempt to overcome poverty and gain stability.

The SaGG foundation’s digital presence is impressively substantial and broad. Their presence on various social channels extends from their own authentic website to different social media applications, namely, Facebook, Twitter, LinkedIn, and Instagram. Based on a cursory examination of this foundation’s social media accounts, it is safe to conclude that this foundation actively uses various platforms to connect and interact with its target audience(s).Connecting, interacting and communicating with their audience seems to be of prior importance to them. This type of impression is extremely beneficial to the foundation as it gives the audience and potential investors a little peek inside their priorities, intentions, and goals.

Social Media Listening : 

The infographic illustrated above gives us an overall audit of the SaGG foundation’s four social media channels. It illustrates various aspects of how each channel flourishes. It highlights :

• The number of followers/following

• What kind of content they post

• How often they post

• Who they follow 

• How many hashtags are being used

• What kind of visuals are being used

• Their reviews/ratings 

• Whether the comments are positive/negative

• Whether links to their websites are mentioned

• How active SaGG is on all their platforms, analysing the stories being uploaded, the way they reply to comments and queries on their posts, etc. 

The engagement rate on all four channel that includes the respective platform’s likes, comments, shares/retweets, etc. seem to be quite unsatisfactory and mediocre. There is occasionally a gaping difference with some posts receiving a sky-rocketing engagement rate of 50%+ whilst others have no engagement at all whatsoever. SaGG must evalute and consider the strategy being applied to the top posts that do well and seem to have sky-rocketing engagement rates as if the same winning strategy is applied to every one of their posts, the engagement level would demonstrate excellence and SaGG would flourish with doners and investors. 

One of the foremost sources that help critically analyse any brand’s social media presence are the channel’s engagementand its content interaction. To evaluate and analyse the reach the organisation’s top posts have, the engagement rate of top performing posts were calculated for an entire year. This analysis can also help SaGG identify what their top posts are and help them use a similar strategy for all their other posts. Posts with the highest number of engagement (likes,shares,comments,retweets,etc.) of every month were taken into account. A whole year’s worth of data was thoroughly researched, evaluated and analysed. This was done in order to be able to create graphs to tangibly track the dips and surges in the engagement. This also gives SaGG a tangible metric to track their performance over time. 

To calculate the engagement rate a simple mathematical formula was used. 

ER = The total engagement one gets (likes+shares+comments) / the total number of followers * 100.

A healthy engagement rate, according to most social media marketing professionals, is between 1% and 5%. The analysis illustrated above was applied to all for social media platforms i.e, Facebook, Instagram, Twitter and LinkedIn.  Every single comment,reaction and interactions noted and observed during the analysis was positive in nature. The only area that seemed to need improvement was for the posts and its engagement to be consistent in nature. 

Figure 4 : Analysis of the top LinkedIn posts for the last 12 months

Website Audit : 

The SaGG foundation’s website audit via SEMrush indicates that the website has 80 percent site health, which seems to be satisfactory, but there should always be room for improvement, as any even-handed critique would note. The thematic reports stated the site’s crawlability and site performance scoring 95% and 87%, respectively. Although, the site analysis did actively throw light on the sectors that could do with some degree of improvement. 

There seem to be serious errors with the website’s sitemaps, certificate name, and AMP-related issues. It is important to rectify these errors as they may affect search engine rankings and click-through rates, which would further affect website traffic. Along with this, there are a plethora of warnings relating to unminified and uncompressed JavaScript and CSS files that pop up. Meta descriptions, Broken external links and a low text-to-HTML ratio appeared to be flawed as well. If these issues remained unrectified, they could take a toll on the website’s traffic and search engine ranking.

The Competitors of the SaGG foundation :

Consumers/donors’ social media and content habits : 

The SaGG foundation’s primary focus is spread awareness about the detrimental effects of child marriage and to educate and empower girls and women in The Gambia. SaGG’s target audience comprises mainly of educated women aged between 20 and 40 who show a keen interest in women empowerment, women’s education and gender equality. Despite the fact that their Instagram audience is around 70% female and 30% male, and their Facebook audience is 48 percent female and 52 percent male, their engagement rate per post is quite identical. The highest content reach appears to be for the age range of 20-40 year olds, who also happen to be their target audience, across two of their platforms, Instagram and Facebook.

The table illustrated below summarises the approximate percentage of users from various cities across two platforms :

Despite focusing on a topic that is widely open to criticism from misogynistic extremists and critics, the SaGG’s consumer interaction on all their socials was always noted to be positive, encouraging and thankful.  Right now, the current social media trends revolve around makings reels consistently, using appropriate hashtags, making short IGTV videos, inclusivity, diversity, voicing opinions, standing for a good cause and collaborating with people with have a broad social media presence. Using these tactics and trends appropriately will really help boost a page’s engagement and interaction. 

Recommendations : 

Reference Links : 

● https://sproutsocial.com/insights/social-media-interaction/

● https://www.sendible.com/insights/social-media-for-nonprofits

● https://www.socialinsider.io/blog/engagement-rate/ 

● https://www.semrush.com/siteaudit/campaign

● https://twitter.com/saggfoundation

● https://www.instagram.com/saggfoundation/

● https://www.saggfoundation.org/

● https://www.facebook.com/SponsoraGambianGirl

● https://www.linkedin.com/in/sagg-foundation-a8a67a195/

The post Social Media Content Marketing : SaGG audit  first appeared on wbsdigital.

The SaGG Foundation

Sponsor a Gambian Girl Foundation is a non-profit organisation that aims to provide young girls in The Gambia with an equal access to education to help them to reach their full potential, and break the cultural beliefs where boys education and men rights are often prioritised.The ultimate goals of SaGG Foundation are:

• Developing skills and nurturing confidence in girls
• Preventing child marriage and early pregnancy
• Building stable and resilient communities
• Ensuring better health and improving life quality

The SaGG foundation seeks to utilise its social media channels to increase awareness and engagement, in order to reach potential donors and volunteers. The SaGG Foundation identified their primary target audience as follows:

Social media listening

This audit provides insights into the brand’s social media channels performance in the first quarter of 2022 (1 January 2022 – 31 March 2022). The performance of SaGG’s YouTube channel is measured over the channel’s ‘lifetime’, as there was not enough data for Q1 2022.

SaGG Social Media Audit Q1 2022

Type of content across channels consists of photo, video, infographic across channels. The distribution of content is about 50% ‘static’ photo and 50% video across Facebook, Instagram and Twitter. The frequency of posting in the first quarter of 2022 was 2,5 posts per week for Facebook, Instagram and Twitter. On LinkedIn the frequency was only 1,8 post / per week.

Social listening and sentiment (Q1 2022)

Overall, the sentiment of engagement on SaGG Foundation’s social media channels is very positive, and it can be summarised in three main themes: supportive, encouraging and compassionate.

Competition

A close competitor to the SaGG Foundation was identified as Project Gambia. It is a nonprofit organisation that is working alongside Gambian schools and communities. Its aim is to provide the education, support and funding needed for people to become independent, and find a sustainable solution to poverty.

Project Gambia Social Media Audit in Q1 2022

The type of content shared on Project Gambia’s social media channels, consist mainly of static images across all channels. The frequency of posting is very low and does not drive much engagement from the audience. Although, the engagement sentiment  across its social media is positive.

Nonprofit industry social media benchmarks

According to Rival IQ Social Media Benchmark Report 2022, non-profit organisations had above-median engagement rates across all social channels in 2021, especially on Facebook and Twitter. Nonprofits posted about twice the median frequency on Facebook and Twitter.

Facebook

Photos enjoyed the highest engagement on Facebook in 2021, and were posted about twice as frequently as the next most engaging post type – links.

Instagram

On Instagram, carousels and photos performed much better than videos. Nonprofits profits organisations made a great use of carousels to educate followers making the most out of multiple views. The best performing hashtags for nonprofits on Instagram were generally about social causes and holidays, such as #happynewyear,  #IndigenousPeoplesDay and #ClimateChange.

Twitter

Photos were the top performing type of post for Nonprofits, but every tweet type scored above average engagement rates on this channel. Therefore, there is certainly room for a variety of posts. Holiday themed hashtags were among the best performing on Twitter for nonprofits.

Social media goals and content recommendations

According to Hootsuite, a strong social media presence is a sign that an organisation is making an impact. This is especially important when it comes to a nonprofit organisation that relies on donations and sponsorships. The SaGG foundation enjoys a decent following across all social media platforms, however,  given the amount of followers, the engagement with content is relatively low across all channels.

Recommendation 1 – Scale up the number of posts each week

The nonprofit industry benchmark that on average, nonprofit organisations post on:

• Facebook: 7,57 posts /per week
• Instagram: 4,45 posts/per week
• Twitter: 9,86 posts/per week

In comparison, SaGG posts about 2,5 posts per week across all three channels.

Recommendation 2 – Mix up the content across platforms

At the moment, the content is repetitive and the same posts are shared across all platforms. Looking at the industry benchmark report, the suggestion is to pick type of content that performs the best on each social media channel.

• Facebook: Photo and Links
• Instagram: Carousel and Photo
• Twitter: Photo and Video

According to SaGG’s brand presentation by Annetta Paps-King, the brand personality can be associated with the following attributes and emotions: Sensitive, nurturing, hope, initiative, kindness, positive outlook, love. This should be taken into account when planning and creating branded content.

Recommendation 3 – Use tools for content planning and create content calendar

To achieve more consistency across all of SaGG’s social media, a content calendar should be planned and created in advance in order to achieve an effective content mix which ultimately drives more engagement. Tools such as Hootsuite, Later, or Monday are great for content planning and creating social feed previews.

REFERENCES

Hootsuitehttps://blog.hootsuite.com/social-media-engagement/

Hootsuitehttps://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/

Project Gambiahttps://www.projectgambia.org.uk/

RivalIQhttps://www.rivaliq.com/blog/social-media-industry-benchmark-report/#title-nonprofits

SaGG Foundationhttps://www.saggfoundation.org/

The post Sponsor a Gambian Girl Foundation Social Media Report first appeared on wbsdigital.

The SAGG (Sponsor a Gambian Girl) Foundation is a non-profit organisation dedicated to educating young Gambian girls who have lost their school sponsorship as a result of the Covid Pandemic.

This blog is about social media listening. And the comparison between SAGG Foundation and its competitors along with the recommended changes and steps based on the data that SAGG Foundation can make.

SOCIAL MEDIA LISTENING

According to the insights it could be seen that SaGG Foundations has been able to reach a total of 4.91k people with only 54 posts made across their social media channels. The total engagement is at 251 which has also increased as compared to the previous year by 52.1%. The most engaging forum for them has been Instagram so far. Whereas, the most engaging post on both Facebook and Instagram has been about one of the girls – Rubi Sowe who actually got sponsored and graduated from university in March 2022. Another post that got the most engagement was on Twitter where the engagement rate was 33.9% and there were 30 retweets as well. This means that the post was targeted on the right social media channel and caught the eye of the people creating a buzz of engagement. Facebook and Instagram can mainly amplify the effect and also gain higher engagement as well if directed towards the right audience. (ISELI, 2021)

COMPETITOR ANALYSIS

COMPETITORS

COMPETITOR ANALYSIS – AUDIENCE

According to the insights are given above it could be seen that new social media handles were added to SaGG Foundation. Taking the competitor average it is evident that the competitors’ audience was an average of 114k while SaGG Foundation was only at 4.91k. CAMFED was the leader in gaining the most audience of 226k; with Twitter being the highest social media channel. According to the insights given below, it could be seen that new social media handles were added to SaGG Foundation.

COMPETITOR ANALYSIS – ACTIVITY

SaGG Foundation posts about 13 times per week but they could work on this and increase the posts per week to increase their reach. Also, their posting on social media channels has increased in the last year by 107.7%. Whereas, the competitors have only increased by 17.2%. The goal for Gambia’s posting on social media handles has decreased by 33.3%, which means that SaGG Foundation is doing much better in this era. Our charity has a good online presence, Frequent posts, and updates on multiple Social media platforms.

COMPETITOR ANALYSIS – ENGAGEMENT

The total number of engagements that our charity has been able to achieve till now is 287. SaGG Foundation has seen the biggest increase in total engagement on Twitter by 73.9%. While on the other hand, the competitors have grown only 10.2% on average; on Facebook. Even though SaGG Foundation has lesser engagement than its competitors it still has grown the most than them. Their best social media channels are Instagram, Facebook, and Instagram. If they focus more on these channels they can actually beat their competitors and ultimately gain much more engagement than they currently have.

Few of the Twitter account posts got a retweet by a person. In, one of the posts got commented by a Twitter verified account, which has 151k likes and 42.8 k retweets. So, the reach for that particular post (About Charity Awards for the education).

Based on the social media audit, for Instagram SaGG Foundation had a total of 224 posts while CAMFED posted only 60 posts. CAMFED has the lead in the total number of followers with more than 15k followers while our charity only has 1.6k followers. We had a very low engagement level coming out to be only 15 when our competitor had it at 125.

The top posts by CAMFED focused on sharing success stories of the girls’ who have benefitted from the sponsorship. It received a whopping total of 710 likes on Instagram. Also, they have grown over the past month and have gone up to 15k followers in March 2022.

The best sort of post for them was in the form of an image while we had more views, likes, and higher engagement on the posts that had video content in it.

Looking at the more engaging and formal social media channel – Twitter it was seen that Goal for the Gambia has the lowest number of posts with an average engagement of only 1. CAMFED once again taking the lead has more than 181k followers while our charity has 177.

The top post that gained the highest amount of engagement was for SaGG Foundation where they tweeted about a girl in need, looking for sponsorship. It got 97 retweets and 58 likes. Unfortunately, SaGG Foundation has been unable to grow its followers in the past few months.

For all the three charities the best way to engage the audience has been by tweeting in text format and not in the form of videos or pictures. Engaging the sponsors is highly important and it can be achieved via constant trial and error. (Spinks, n.d.)

INDUSTRY ANALYSIS

Not-for-profits saw mediocre commitment rates across all social media channels this year and posted about double the time on Facebook and Twitter.

Ideas for Non-profits:

• Make it a point to play with posting to duplicate these stellar interaction rates with fewer posts.

• Photographs truly assisted non-profits with recounting to their accounts this year, so this is

a decent post type to look in the year ahead keeping in view the carousel posts as well.

SUGGESTIONS

CTA AND LINKS ON SOCIAL MEDIA POSTS

SaGG Foundation can improve on the social media front if they include a call to action and backlinks to their website. This would derive more traffic not only to their website but also to their social media channels creating more engagement and reach which will ultimately benefit the charity and its aim.

Also, as said before a comment from a verified user had a great reach and engagement but it was not traced back to their website so they lost a lot of traffic resulting in more opportunities to sponsor and lead generation lost.

INCREASE IN POST REACH VIA INSTAGRAM LIVE AND WEBINARS

The charity has a potential reach for their posts if they consider doing more internet activities like Instagram Live and Webinars for creating awareness about their aim and goal which is providing quality education to the girls in the Gambia. Also, about the background of the girls, success stories will result in lead generation.

VIDEOGRAPHICAL CONTENT

As analyzed most of the content in SaGG Foundations’ social media is based on text. So, it might be of benefit to them if they provide quality video graphical content instead of textual videos.

TAGGED POSTS

As seen in the image above the tagged post on Instagram had the best engagement similar to earned media promotions. So, doing similar content to the tagged post might have a higher chance to get much more engagement and reach.  

USE OF ARTWORK

When doing the research, we stumbled upon one of the profiles which had artworks related to SaGG Foundation. Acknowledging those products will help not only the foundation but also the artist as both the parties get a new perspective and line of reach. To make the content stand out and more appealing it is necessary to use the desired purpose and also value. (Zimmerman and Ng, 2021)

SAGG ARTICLES

This article about the SaGG Foundations can only be viewed with a paid subscription so making articles like these public will help their potential sponsors to know more about their foundation before they donate.

HASHTAGS

Hashtags have gained a lot of popularity on Facebook and Instagram in the past decade. According to the rival IQ report on the non-profit organization, the hashtags like #education and #equality on Instagram have a higher range of engagement on the current social platforms.

CAROUSEL POSTS

According to Statista for a non-profit organization carousel posts had a higher engagement. So, it is evident that the use of the carousel format of posts will provide and kick-start a better engagement for the social media channels.

REFERENCING

ISELI, F., 2021. SOCIAL MEDIA MEDIA FOR SMALL BUSINESS. Wiley.

Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one. 5th ed.

Spinks, D., n.d. The business of belonging. Wiley.

The post SOCIAL MEDIA AUDIT – SAGG FOUNDATION first appeared on wbsdigital.

This report entails a deep understanding of SPONSOR A GAMBIAN GIRL (SaGG) Foundation’s social media listening and analytics. SaGG Foundation is a non-profit organization focused on empowering girls and women through education. The main focus is to link girls in Gambia with sponsors in U.K., U.S.A. Germany etc. directly to provide education which in turn will not only educate them but also help them break the biases prevalent in the society.

This report will help the charity to break the social media barriers and grow on different channels. We will also focus on social media listening and propose changes as to how they can improve their Facebook, Instagram, and other social media platforms.

SOCIAL MEDIA LISTENING

“A picture is worth a thousand words” has become the new adage in this era of social media. But not only pictures but videos, reels and tweets have also come into the picture and are playing an important part in the social media revolution. For any business and in this case a charity to be successful it is essential to carry out social media listening to get insights on how good or bad they are doing; and what they can improve to attract more traffic to their channels. ((Li and Xie, 2019)

From the insights gained from the posts that SaGG Foundation posts on Instagram and Facebook it is evident that they need to work towards attracting more donors/sponsors to their channels.

According to the above attached graph and insights of the posts made on the social media channels, it is evident that the most engagement was on the picture posted about the fact that more than half the girls in Gambia get married and become pregnant even before ending her education; which means that the jobs aspects are really meager. This post on Facebook and Instagram was able to reach the most number of people – 1,905 and also received likes and shares on it as compared to the other posts made. According to studies brands and charities that include pictures and videos have a higher chance of getting engagement than those who don’t. (What Encourages Facebook Engagement? – eMarketer, 2022)

Looking at the social media we can see that they have a total of 4.91k followers and just 54 posts on all the channels. The posts were quite engaging i.e. more than 50% of followers liked, commented or shared the post. Instagram takes the lead amongst all the social media channels that the foundation have.

SaGG Foundation has social media presence on Facebook, Instagram, and Twitter whereas mentioned before Instagram has the widest reach.

The post to receive the most amounts of engagement was related to a success story. It could be said that sponsors and followers simultaneously are more likely to engage in a post that is related to real-life experience. Sharing more success stories would result in growing the network wider.

COMPETITOR ANALYSIS

It is essential for any business and in this case for charities to look at their competitors to gain insights and simultaneously improve in the areas they lag. In this section, we will be doing competitor analysis in comparison to SaGG Foundation. The first competitor is Right to Play, which is working towards protecting, educating and empowering children to rise above adversity using the power of play. They are currently operating in 15 different countries across the globe. The second competitor taken for the analysis is Education International. They are a union of 401 organizations working in 172 countries. Their aim is to provide free, quality and fully funded education to children.

SaGG Foundation is below average for audience; ranking 3^rd amongst the three charities as per the above insight. Our charity has an audience of 4.91k whereas, Right to Play has 17.4k and topping them both is the Education International with an audience of 66.4k. The reason for them to have a higher audience is because they have a more social media presence than SaGG.

SaGG Foundations’ posting frequency is about 13 posts a week which is better than Right to Play but lesser than Education International. It is evident that SaGG Foundation has actually increased its social media activity by 108% as compared to last year – 2021.

SaGG Foundation saw the biggest increase in total engagement on Twitter, while the competitors increased most on Facebook. One of the most engaging posts for our charity has been on Twitter which also received retweets getting more reach and engagement. Resulting in the highest increase in engagement rate i.e., 52% compared to other competitors who only saw a percentage increase of 19% and 48%.

RECOMMENDATIONS

• SHARING SUCCESS STORIES  

According to the statistics seen above, SaGG Foundation needs to share more posts related to the success stories of the girls. This post so far has had the highest number of engagements which means sharing such a post would not only engage but also increase the number of followers and attract more sponsors to play their part in the cause.

• USE OF ORGANIC PICTURES

Organic and natural pictures have secured more like and shares on SaGG Foundations’ social media channels rather than edited pictures. If they can manage to use such images they might be able to gain more reach, likes, and comments.

• ADD YOUTUBE LOGO TO THE WEBSITE

The website for our foundation is quite detailed but one thing that is missing is the YouTube logo which has a negative impact on the charity. Why? The charity has a YouTube channel where they share the stories and conduct events; which means if they do not have a logo for YouTube on their page the website traffic would not be diverted towards YouTube resulting in a loss of reach.

• START A TIKTOK CAMPAIGN

In this digital and social media era, TikTok has gained more attention of people than other channels for trendy, fun and informational content. It would be of use to the charity by posting relevant and engaging content on TikTok. This would indeed attract more sponsors and capture wider audiences. Using a probabilistic approach can help gain more reach and audience than any other method. (Yue et al., 2020)

• INCREASE YOUTUBE CONTENT AND PRESENCE

SaGG Foundations YouTube channel needs more engaging content. They have only 8 subscribers and not a lot of content as compared to Right to Play which has 400 subscribers and much more engaging content. They should focus on increasing their YouTube channel to have a wider reach.

CONCLUSION

In conclusion, it could be said that SaGG Foundation has the potential to gain the attention of a wider range of audiences and also increase their engagement and reach via different social media channels by increasing its online presence.

REFERENCES

Li, Y. and Xie, Y., 2019. Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 57(1), pp.1-19.

Emarketer.com. 2022. What Encourages Facebook Engagement? – eMarketer. [online] Available at: <https://www.emarketer.com/Article/What-Encourages-Facebook-Engagement/1008677> [Accessed 31 March 2022].

Yue, K., Liu, W., Li, J., Wu, H. and Yin, Z., 2020. Probabilistic Approaches For Social Media Analysis. Singapore: World Scientific Publishing Company.

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Social Media Listening

The SaGG Foundation is a non-profit organisation which seeks to sustainably empower girls and women in The Gambia through education.

The mission is to realise a Gambia where every girl is given equal access to education to reach their full potential.

Non-profit organisations are most often managed by a small team of members or volunteers, that work within a stringent budget, and therefore traditional marketing and advertising methods, or even E-marketing carried out through organic search engine optimization techniques, could prove to be a rather expensive route to take. Favourably, there are various tools and amenities made available for non-profit organizations on social media. 

Social media is a multifaceted growth strategy for organisations, covering a combination of applications, or social media platforms such as, Instagram, Facebook, Twitter, Pinterest, and LinkedIn being the top game players in the industry. 

The SaGG Foundation has an online presence on Instagram, Facebook, Twitter and LinkedIn, in addition to its own official website.

Social Media Audit

The present social media interaction of the SaGG Foundation is rather monotonous and disengaging in nature. Instagram, Facebook and Twitter contain the same number of posts with identical content that could prove to be disadvantageous as far as viewer engagement goes.  

Engagement Overview of SaGG’s social media platforms:

Facebook has a total of 3067 followers, the highest number of followers as compared to Instagram, Twitter and LinkedIn, with an average number of likes and comments ranging between 10-20 likes, and 2-3 comments per post, respectively. 

Facebook also has a higher reach (4795 users) when compared to Instagram (915 users) as of March 2022 (Appendix 1.) Whilst, Twitter has the least number of followers and engagement rate, with a total of 176 followers with an average of 15-20 likes and 2-3 comments per post respectively. 

Based on this specific information, we can conclude that Facebook brings about the maximum reach among all the other social media platforms, and Twitter bringing the least. 

For the intent of this report, we will be focusing on Facebook and Instagram, as these platforms contain the most number of followers. 

Instagram:

The SaGG Foundation posts regularly on Instagram and is up to date with the latest trends that includes story highlights and Instagram reels. 

The page also follows a constant colour theme, which translates to a more aesthetic and uniform layout design. 

However, the content used in making these story highlights and reels could be enhanced. For instance, Instagram notifies you with pop-up updates for trending songs or audio that have a high number of views, that could be used to make a reel, which translates into increased viewer engagement. 

Another customary yet highly essential feature on Intagram is the use of relevant hashtags. It can be observed that hashtags are not used in many of the posts, and if used, only 4-5 keywords are being considered for that particular post. It is always beneficial to include over 10-15 keywords as hashtags that is relevant to the content being shared and in turn increase viewer engagement. 

Additionally, a fund raiser could be launched on the Instagram page, which poses as a direct link to donation for the girls’ education (Appendix 2.) 

Below is a table showcasing the engagement rate of posts between 29^th March and 14^th March 2022.

Engagement Rate = Total Engagement / Total Followers x 100% (Keyhole, 2020).

Facebook:

The content on Facebook is identical to that of Instagram. It can be observed that the exact same posts are being shared across all the social media platforms, that could affect the overall viewer reach and engagement. 

As seen on (Appendix 3.) the age range of the target audience varies between Facebook and Instagram. 

Instagram seems to be having a younger audience as compared to Facebook, and we could also observe the difference in the gender demographic, where Facebook has a higher engagement with the male audience. 

These insights could prove to be rather essential information, as it helps in the process of content creation and design, as different target audiences have varied tastes and interests. Therefore, refraining from sharing identical posts and including different media across the two social media platforms could prove to be a boon for the Foundation. 

The engagement rate of the latest posts on Facebook is rather low. This could be improved by optimizing keywords, and keeping the captions short, quick to read, and engaging at the same time. This could capture viewers’ attention quickly and entice users to stop scrolling and engage.

Engagement Rate = Total Engagement / Total Followers x 100% (Keyhole, 2020).

Competitor Analysis:

A competitive analysis can help you learn the insights of how your competition works, and identify potential opportunities where you can improve and adapt to growing new strategies. 

For this audit, we are considering CAMFED and Actionaid, who have similar goals and objectives. 

CAMFED and Actionaid participate increasingly on Facebook, Instagram, Twitter and LinkedIn.

CAMFED in particular collaborates with inspiring and well-established women that are recognised in their field of achievements, by carrying out Q&A sessions, IGTV videos and reels, in order to inspire young girls to go out and achieve their goals. 

Content like this could draw in higher engagement among viewers. CAMFED is also highly active on Twitter, and are a part of various resourceful and educational events. 

Actionaid, has over 2000+ posts on both Instagram and Facebook, while the engagement rate is rather low as compared to CAMFED. 

Actionaid is a global non-profit organization, and covers real time issues and activities. The organization shares numerous images and videos on their pages, that leave a gripping impact on the audiences. Emphasizing on the severity of the issue through multi-media content such as images, and live videos, could bring out the feeling of concern and affection among viewers, therefore directly increasing engagement time on the social media pages. 

The SaGG Foundation would benefit greatly, by including such strategies and tactics, as it shares similar or corresponding goals. 

Recommendations:

Based on the collected information, the primary suggestion for the SaGG Foundation, is to include diverse, and varied content across all its social media pages. 

(Appendix 3.) shows the distinct comparison between the audience demographic, on Facebook and Instagram which proves a very important point, which is, content choice among the viewers. Different groups, prefer different media, hence adapting to various content choices is essential. 

Based on (Appendix 4.) Facebook remains the leading social media platform used by marketers, in order to capture high engagement and interaction. Therefore posting content with optimized keywords and engaging media could prove to be beneficial to the Foundation. 

(Appendix 5.) showcases Gen-Z as a social group, of which 52% of the population donated to charities via social media. This proves that targeting Gen-Z could be an advantageous outcome for the organization. The statistics from a Business Insider survey back the known fact, showing that 65% of Gen-Z checks Instagram on a daily basis, while only 34% does the same on Facebook. 

SaGG Foundation could focus on targeting Gen-Z to a greater extent, as this particular social class is defined as the class to be more dynamic and responsive when it comes to advocating for a social cause.   

The Foundation could do this by inculcating the latest social media trends such as Instagram reels containing trending audio, IGTV, experimenting into the TikTok world, and carrying out Influencer Outreach programs that have been adopted by similar non-profit organisations as mentioned earlier in the competitor analysis section of this report. 

References:

BigCommerce. 2022. What is a social media audit? Optimize your social media for ecommerce | BigCommerce. [online] Available at: <https://www.bigcommerce.co.uk/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/> [Accessed 31 March 2022].

Keyhole. 2022. How Do I Calculate Engagement Rate?. [online] Available at: <https://keyhole.co/blog/how-do-i-calculate-engagement-rate/> [Accessed 31 March 2022].

Social Media Marketing & Management Dashboard. 2022. 23 Simple Ways to Increase Facebook Engagement (Free Calculator). [online] Available at: <https://blog.hootsuite.com/increase-facebook-engagement/> [Accessed 31 March 2022].

White, C., 2022. What’s a Competitive Analysis & How Do You Conduct One?. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/competitive-analysis-kit> [Accessed 31 March 2022].

Social Media Marketing & Management Dashboard. 2022. Social Media for Nonprofits: 11 Essential Tips for Success. [online] Available at: <https://blog.hootsuite.com/social-media-for-nonprofits/> [Accessed 31 March 2022].

2022. [online] Available at: <https://sproutsocial.com/insights/facebook-stats-for-marketers/> [Accessed 31 March 2022].

https://www.instagram.com/saggfoundation/

https://www.facebook.com/SponsoraGambianGirl

https://www.saggfoundation.org/about-us.html

https://camfed.org

https://www.actionaid.org.uk

Appendix:

Appendix 1.

Appendix 2.

Appendix 3.

Appendix 4.

Appendix 5.

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Empowering Girls in The Gambia

Sponsor a Gambian Girl (SaGG) is a non-profit organization which seeks to sustainably empower girls and women in The Gambia through education. Convinced that a better future is built and maintained through education, and conscious of the fact that millions of girls around the world lack basic support to access quality education, SaGG intends to focus its intervention on linking schoolgirls in The Gambia  with potential sponsors in the United Kingdom, Germany and other countries.^[1]

The client SaGG is looking at enhancing their digital marketing tools and practices to grow their online presence and awareness. For this the WBS Social Media Clinic has conducted with a review and social media audit of SaGG four social platforms

A social media audit helps you understand what’s happening on each network. You’ll be able to spot at a glance ^[2]:

• what’s working and what’s not
• whether impostor accounts are stealing your fans
• which outdated profiles you need to revive, repurpose, or shut down
• new opportunities to grow and engage your audience.

Company Audit

While SaGG has a presence in all 4 major social media networks, the content is duplicated and not curated towards the individual platform target market. Audience consume content differently across the various platforms, thus the repetitiveness, lack of diversification and platform relevant content by SaGG is the reason for its low engagement rates across all channels.

Social listening allows you to track sentiment in real-time, so you can know right away if there’s a significant change in how much people are talking about you or the mood behind what they say. It’s like an early warning system that alerts you to positive and negative changes in how your brand is perceived online ^[3] Due to the lack of engagement in SaGG platforms, a detailed social listening exercise was challenging to complete and gain insight of the audiences’ sentiment.

Consumer Audit

The SaGG Foundation‘s primary target audience consists of women aged between 21 and 40, with a university background, and interested in gender equality, women’s education, and activism. The charity manages to reach this audience on Instagram, where the percentage of female users is much higher than that of male users (72.9% vs. 27.1%) [4]. However for Facebook, their male audience have a slighter greater presence (52.3% vs. 47.7%) . However, both platforms address the right audience in terms of age, as most followers are aged between 18 and 44 [4].

Competitor Audit

For a competitor analysis, Plan International UK was reviewed. This NGO was chosen for their style of communication. Referring to the image above, it is noticeable that, while the messaging on the content is same, the style of communication is differentiated based on the social media platform used. This is very important to note as followers consume these platforms very differently.

Recommendation

1. SaGG Foundation needs to align its brand content on all digital platforms. While the logo and website are predominately in a deep Maroon shade. All social media messaging is in pink. While it is understood that the main target are females and the pink might be more appealing, there is a lack of brand recognition and continuance from website to social platforms.
2. Content needs to be communicated differently by platforms.While the messaging can be the same, the tonality and structure needs to change. For example, LinkedIn talks to more business-minded individual and B2B communications. Messaging here should be based on how to attract more corporate sponsorship, with infographics. The chart below shows a comparison of the different social media platforms and how followers consume the content.

References

[1] SaGG Foundation (no date, a). Sponsor a Girl Child The Gambia. SaGG Foundation. Available from https://www.saggfoundation.org/about-us.html [Accessed 28 March 2022].

[2] How to Conduct a Social Media Audit. HootSuite. Available from https://blog.hootsuite.com/social-media-audit-template/  [Accessed 28 March 2022].

[3] What is Social Listening, Why it Matters, and 10 Tools to Make it Easier. HootSuite. Available fromhttps://blog.hootsuite.com/social-listening-business/ [Accessed 30 March 2022].

[4] SaGG Foundation (no date, c). SaGG Social Media Audience Report. Blackboard. Available from Blackboard (Social Media and Content Marketing module) [Accessed 30 March 2022].

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SaGG foundation is a non-profit foundation that is created to help find sponsors for Gambian girls to complete their education. The SaGG foundation is not very well known and people do not talk about it that much yet, it is difficult to do social media listening for the foundation. The following table shows social media audits for SaGG foundation and for its competitors. Chosen competitors are both working on changing the lives of African girls but one of them also have other causes included in their foundation, therefore its reach is international.

Currently, the SaGG foundation has the weakest social media presence among its competitors, and would need to work more on its social media platforms to grab extra attention, and achieve its full potential. Currently, the SaGG foundation uses the colour pink as their main colour on social media channels (all the social media channels seem to be connected) but currently their posts are too crowded with text which is difficult to read. Furthermore, some of the ”videos” which have been created are videos where the text moves around and it is difficult for the viewer to understand where to look.

Plan International is a foundation that focuses on different crises but it also focuses on children’s education, more deeply on girls’ education which makes them one of the competitors for the SaGG foundation. Plan International content on social media channels (all the social media channels seem to be connected) is about different crisis but every post they have created is straight to the point. They have chosen to have the main color blue, which is also the color of their logo.

Camfed is a foundation that focuses on girls’ education in Africa and therefore makes itself the biggest competitor for the SaGG foundation. Camfed content on social media channels (all the social media channels seem to be connected) is more focused on educational videos which is a great way to reach more people due to the popularity of the video content on social media platforms. To read more about why video content is good press here.

From the social media audit, it is clear to see that the reach of the competitors’ social media is bigger than the SaGG foundation has. Both competitors have more followers on each platform, and also have active accounts on the platforms which are not used by the SaGG foundation.

CONTENT RECOMMENDATIONS

As SaGG foundation is a non-profit organization then it would reach its full potential if it would also take advantage of options that have been offered to the non-profit organizations by different social media platforms. For example, currently, the SaGG foundation does not have Youtube or TikTok channels but these are the main channels where people consume videos. 

To get YouTube for a non-profit organization you can follow these easy steps here. 

To get TikTok for non-profit organizations read more here. 

On other social media channels such as Instagram, Facebook, and Linkedin it is recommended to make SaGG foundations posts more straightforward with less text. Furthermore, on Instagram, it is getting more popular to use the reels option that might have a viral reach. It is possible to use TikTok’s as reels and vise versa, therefore foundation can use the same content on different social media platforms.

According to the analytics, if the SaGG foundation would like to target people outside of Africa they should target people in the United Kingdom as their main followers outside of Africa are from the United Kingdom, London. It is recommended to target both genders women and men, as the amount of followers is quite even for both genders. Although research shows that women are more likely to donate then it comes out that if men donate, they donate more, therefore for the SaGG foundation it is important to target both. Age-wise SaGG foundation should target people between 25-45 on social media channels, and also find a way to target the generation baby boomers. Research shows that older generations, such as baby boomers, are more generous with their donations than younger generations. 

Adding some straightforward, interesting video content on the SaGG foundation pages and creating YouTube and TikTok channels would bring in more people who donate or who will choose to sponsor a girl in Gambia. Videos which are being added should be informative, telling more about how education can save a child from early marriage, how education can save a girl from abusive relationships, and all the other reasons why education is important for the girls. Furthermore, making a clearer difference between the donations and sponsorships might help people to choose an option for the sponsorship instead of one time donation.

SaGG FOUNDATION SOCIAL MEDIA ACCOUNTS

https://www.instagram.com/saggfoundation/

https://www.facebook.com/SponsoraGambianGirl/

https://twitter.com/saggfoundation

https://www.linkedin.com/company/sponsora-gambian-girl/

REFERENCES

https://blog.hubspot.com/marketing/go-to-social-media-video-platforms

https://support.google.com/nonprofits/answer/3367463?hl=en

https://www.tiktok.com/forgood

https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing

https://www.cafonline.org/docs/default-source/about-us-policy-and-campaigns/mind-the-gap-reportddffcb334cae616587efff3200698116.pdf

The post Social Media Audit for SaGG (Sponsor a Gambian Girl) Foundation first appeared on wbsdigital.

Sponsor a Gambian Girl (SaGG) Foundation is a charitable organisation that focuses its efforts to change inequality in terms of education and gender in The Gambia, helping girls to complete their school education.

Through its website and presence on social networks, the SaGG Foundation presents competitors, such as Abaana, “charity set up for the benefit of less privileged people in Africa” and ​​Plan International UK (PIUK), that “work with girls and boys growing up in some of the world’s poorest communities”. 

We will see how foundations handle social networks and interact with their target market. SaGG foundation and Abanna are similar in social media size, but PIUK is a bigger foundation so we will compare their social media to see the reason why they perform better. 

Social Media Listening

First of all when you google search for the keyword “Girls education charity gambia”, both Abaana and ​​PIUK are up in the paid search, and SaGG Foundation is the first in the natural search, which reflects a correct use of SEO.

On the SaGG Foundation’s and Plan International’s webpage there is an active blog, which is very positive for creating relevant content around the situation and the institution. Abanna also presents a news section which is a very good way to keep informed and reflect on the impact of their work.

Facebook and Instagram are the most used social media channels in general. Despite all having the number of followers shown above, and being active, posting almost 1 daily post, they are all low on reactions and engagement. They have few likes and comments on all the publications.

SaGG has low-quality content; The photos and videos don’t look professional, and it’s difficult to read the text in it. Abaana in this sense presents better quality pictures. The two present too much text in each publication, so in general, both should reduce the text to short explanations and create better quality content.

On this matter PIUK does a better job creating actualised content with a short text, having a simple and clear call to action, always anchored to the link to donate.

The focus and tone of voice used by the SaGG Foundation are for a female audience; making them protagonists they only use female faces in addition to pink and other strong colours in most of its publications, unlike the other two institutions that have slightly more sober or standard colours, appealing to the help of a more general public, and focusing on the general problem and not on gender.

All of them are active with Instagram stories. They have good profile stories explaining the foundation, what they do and what is achieved, with a cheerful and hopeful message. Showing a positive story will make the viewer feel hope and that this situation can be reversed. 

On Twitter, SaGG Foundation publishes every 1 or 2 days, so it remains quite active. The problem is that the images and content are similar to the channels mentioned above. Anyway, the message contains a call to action and the text is shorter. Abaana has been inactive since 2018 on this social media and PIUK correctly focuses on publishing attractive and simple videos and images and leaving the text more than anything to the call to action.

Sagg Foundation has some videos on YouTube but the potential of this channel has not been exploited. PIUK presents a wide variety of videos (more than 100 videos), showing different news, children’s situations and insights related to the importance of the problem under discussion and the foundation.

In the case of LinkedIn, the SaGG Foundation uses the appropriate number of words, since in this social network there is the possibility of posting something a little longer. PIUK also correctly takes advantage of this channel to thank the contributions and demonstrate that the help is not in vain, generating interaction with users.

Building Trust in the Foundation

No one would give a large amount of money to an institution that does not know specifically where those funds are destined or that is transparent in its use. “Trust in charities has decreased significantly since 2016 from 51% to 48% agreeing that they believe charities to be trustworthy.” 

Source: (CAF, 2019)

“Successful organizations overcome cynicism by proactively working to build trust. They make it clear that donations are helping beneficiaries, by openly sharing their accomplishments, especially the important outcomes for each year.” (Rees, 2021)

To whom should charity be directed?

People of different generations have motivations and emotional attachments to different current problems. Statista 2021 states: “People that were over the age of 75 were the most likely age group to give to charity in England and Wales in 2020. By contrast, those aged between 16 and 24, the youngest age group surveyed, were the least likely to give to charity, at 50 per cent.”

Source: (Clark, Statista, 2021)

They also say: “In 2021, approximately 67 per cent of women in England advised that they had given to charity, compared with 59 per cent of men. Throughout this provided time period, a higher share of women gave to charity than men.”

Source: (Clark, Statista, 2021)

Institute of FundRaising made a study where they concluded that “the only area where men showed greater support was in the sum donated, with an average gift of £29 compared with £23.” (Plummer, 2017) 

Elders on social media

What channel to use to generate a relationship or attract the attention of this age group?
In order to reach out to them, we need to create content on their most used social media, Facebook and Youtube.

Source: (Social Media for Older Adults | Senior Tech Club, 2022)

Recommendations

• Generate appropriate content for Facebook. By increasing the quality of the pictures and videos the user will engage better and believe in the institution.
• Content diversification. More content pillars in each network, but also differentiate one network from another according to its potential.
• Giving more information and results will show transparency in the institution, so people will feel safe giving money.
• The current blog could be written by external collaborators and also promoted on other social networks.
• Add a Newsletter on the website to keep the people involved informed.
• Focus on the older age range, as they are the ones that give more money to charities.
• Women are indeed more involved in charities than men, but when men donate, they donate more, that’s why they shouldn’t be discarded from the targeting.
• Develop more content for Youtube, as it is one of the most used social media of this target group.
• Youtube videos can be used for advertising on the same channel and also on other platforms, showing quality content.

Finally, we leave you with a video proposal, which is mainly intended for Facebook and YouTube. The idea is to show the story of one of the foundation’s girls so people can see the results achieved with the contribution, and in this way, it seeks to promote awareness to our target customers, for them to feel attracted and then engage them.

Below is the video proposal following all the ideas raised above:

References:

https://www-statista-com.uow.idm.oclc.org/statistics/1234458/number-of-children-out-of-school-in-africa-by-country/

https://www.statista.com/statistics/525663/age-structure-in-gambia/

https://www.cafonline.org/docs/default-source/about-us-publications/caf-uk-giving-2019-report-an-overview-of-charitable-giving-in-the-uk.pdf?sfvrsn=c4a29a40_4

https://getfullyfunded.com/why-people-give/

https://www-statista-com.uow.idm.oclc.org/statistics/292936/giving-to-charity-in-england-by-age/

https://www-statista-com.uow.idm.oclc.org/statistics/292929/giving-to-charity-in-england-by-gender/

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