The Challenge
It’s hard enough for charities to stand out in an overcrowded marketplace, let alone convince consumers to donate their hard earned money. How do you prove to consumers that their donation will be going to a good cause?
For the British Heart Foundation, whose mission is to raise funds for cardiovascular research (the UK’s single biggest killer), user-generated content (UGC) provided the vital social proof to convince people it was worth raising funds for.
From websites and contests to event screens and email marketing, the British Heart Foundation seizes every opportunity to harness user-generated content to drive users to action and donation pages on their websites.
While branding and engagement is great, the ability to drive actual conversions on social media is the key to making a real impact. Athar Abidi, Social media Manager at the British Heart Foundation, brought in Stackla as a central platform to manage user-generated content across the many campaigns they run each year, involving different agencies and teams, and making sure that that UGC is directly driving a campaign objective.
“User-generated content help us draw supporters into a deep, trusted relationship. We get them involved and engaged by sharing their content in a two-way conversation.”
Athar Abidi, Social Media Manager, British Heart Foundation
