Digital campaign: Charities quick to pick up #poundforpound campaign

The old coin will remain in circulation until October, which gives charities the chance to make hay while the summer sun shines

A number of charities turned to social media to fundraise after the roll-out of the new £1 coin this week.

The Institute of Fundraising called on people to donate their old £1 coins to charity as a new version of the coin came into circulation on Tuesday. Using the hashtag #PoundforPound, the IoF and the Royal Mint hope to persuade members of the public to give away one old pound coin every time they receive a new one.

The campaign is similar to the First Fiver campaign, run when the new £5 note was launched last September. The Charities Aid Foundation estimates that might have raised as much as £12.5m for charity by encouraging people to donate their first new £5 notes.

A wide range of charities were quick to pick up on the #poundforpound campaign, with some adding a bit extra to catch the eye of donors.

Macmillan Cancer Support used a short video to put a value on the new coin and point out how many it takes to fund one of their nurses. 

Cancer Research UK and the NSPCC similarly used visuals to show how £1 could be used.

Meanwhile, Ashgate Hospicecare and the RNIB used simple gifs to get their messages across.

For some, including Sue Ryder, the old coins were just too boring.

And Action for Children wasn't afraid of adding some flashing colour to people's Twitter feeds.

Stephanie Siddall, policy officer at the IoF, said charities might want to think about how they organise their fundraising activities and campaigns during the transition period as people become more aware that the old £1 will be taken out of circulation in October.

"We’ll be jointly releasing some further tips and resources over the coming months, particularly information for smaller charities on engaging with local media, but know that the best ideas come from the sector itself," she said.

"We’re calling on fundraisers to get involved in the Royal Mint’s publicity of the new coin launch and raise awareness of their causes by highlighting their fundraising messages on social media."

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