In 2010 the NSPCC enabled children to contact the charity online, as well as via ChildLine, its free 24-hour telephone counselling service. Since then it has had had more than 100,000 enquiries over the internet, compared with 1.2 million contacts by phone.
"Online enquiries tend to be from children in circumstances of even more serious abuse," said Paul Amadi, director of fundraising at the NSPCC. "The internet provides a uniquely discreet and ‘at your own pace’ environment where we can reach out to more vulnerable and hard-to-talk-to children."
In November 2010, a simple campaign on Facebook, which the NSPCC did not organise, asked people to show their support for the charity's work by changing their Facebook pictures to their favourite cartoon characters.
The number of people supporting the NSPCC on Facebook soared from 65,000 to 115,000, and £100,000 of donations were generated.
"The speed, scale and impact of the campaign has been quite astonishing," added Amadi. "An avalanche of support and donations from people across the world. Social networking campaigns can have amazing reach and, while the NSPCC was not behind this particular activity, we have been able to attract many new supporters, which will help us in our work."