The Children's Society

Third Sector, 7 June 2013

The Children's Society

The Children's Society

The children's charity allowed volunteers to take over its Twitter feed in aid of Volunteers' Week

What happened?

The Children’s Society contacted its volunteers by email up to three months before Volunteers' Week (3-7 June) was scheduled to start and asked them to send through their views on volunteering. The charity sent them through a questionnaire asking them about the impact volunteering has had on their lives and encouraging them to respond in answers of up to 140 characters – the length of a tweet.

The charity has been posting one of these tweets to its Twitter feed every two hours during work hours, starting on Monday 3 June and including the hashtag #VolunteersWeek.

Anything else?

The charity has uploaded blogs to its website featuring content from its volunteers, and also filmed a video of its chief executive thanking the volunteers who have taken part.

Why has the charity done it?

Debbie Hill, head of volunteering at The Children’s Society said: "Each of our volunteers is different and so are their motivations for supporting us. As part of Volunteers’ Week, we wanted to give of our volunteers the chance for their voices to be heard and to tell the world the diverse and inspirational ways they support our work."

What response has it had?

The charity has so far sent 94 #VolunteersWeek tweets, which have had a combined potential reach of 2,038,957 users. The tweets were retweeted 238 times.

Third Sector Verdict:

This campaign is a simple but effective way of engaging with Volunteers' Week and celebrating the work of the charity’s volunteers. Using the #VolunteersWeek hashtag is a clever move, ensuring that the charity’s tweets reach a greater audience than if it had simply created a new hashtag.

By contacting its volunteers, the Children's Society has given them a voice, which will make them feel involved with the charity and appreciated for the hard work they do.

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