Digital round-up: Teenagers the focus for RNLI Respect the Water campaign

Plus: GivenGain platform to work with #GivingTuesday

The RNLI has created a social media campaign to target a specific teenage demographic with life-saving information if they should fall into cold water. Eschewing the more mainstream campaign avenues, the charity has produced a video to run on two social media channels, Instagram and Facebook.

Since the Float to Live film was launched at the end of June, it has been viewed more than 340,000 times on Facebook and more than 332,000 times on Instagram. Twitter was ruled out by the charity because it wasn’t considered a key channel on which to reach the RNLI’s target audience of 13 to 15-year-olds.

A spokesman for the RNLI said: "We focused on getting maximum reach by developing a video that would engage our core audience and the best media channels to reach them."

The film, created by the Good Agency, is backed by an education kit that provides secondary school teachers with tools and lesson plans about cold water survival.

givengain webpage

New partnership for Giving Tuesday

The global giving movement #GivingTuesday has entered a partnership with an international online fundraising platform to help charities raise funds this year. GivenGain will offer charities the use of its platform, backed by support and resources, in a free package that includes an audit of existing online fundraising practice, 12 months’ access to the GivenGain Premium subscription, and exclusive content such as fundraising webinars, supporter email templates, social media appeals and videos.

The platform will allow charities to collect donations in multiple currencies. Marius Maré, marketing manager at GivenGain, said the company set up the package to help charities see the year-round potential of #GivingTuesday.

He said: "We want to make sure this day gets used not only to drive donations and support on the day, but also so charities can form a bond with potential fundraisers and donors, so they get to do more good work throughout the year and in their year-end fundraising campaigns."

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