Digital campaign: Charity Spotlight Fortnight

The organisers hope that even more charities will engage with this second edition of the campaign

Charities are being invited to take part in the second Instagram campaign, #CharitySpotlightfortnight, to highlight and raise awareness of the work they do and increase their social media reach.

The event, which runs from 7 to 20 August, will encourage charities to post daily on their Instagram accounts photographs that are related to the daily topic, using the hashtag #CharitySpotlightFortnight. Topics will include their supporters, beneficiaries and what inspires them, among others. Users of the social media platform can also tag their favourite charities to further raise awareness among their followers.

The fortnight first ran last year, with 65 charities taking part, 21 of which completed the entire challenge by posting every day. There were 756 posts in all over the two weeks. The campaign’s reach on the platform was more than 404,000, with engagement of 271,289.

However, the organisers of the event, BlueBirdPR, found areas in which charities could do better.

Director Sarah Wallace says that, although the campaign last year garnered a positive response from charities, she was struck by the number of them that didn’t take part over the weekend.

"I assume this was either because they aren’t at work or have limited resources," she says. "But from what I know of social media, this is when most people are on Instagram, so it is a key time for them to post.

"I hope that this year we’ll see a lot more engagement over this period. I also noticed that a lot of charities that are on Facebook and Twitter still aren’t on Instagram: I was tagging charities in my initial post to get the campaign rolling and quite a few didn’t have accounts.

"The feedback we got [last year] was that Instagram was such a great platform on which small and medium-sized charities can showcase their work, and this initiative helped them to think about telling their stories."

Charities can follow @BluebirdPRUK on Instagram in order to find out more.

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