Oxfam plans to expand its digital campaigns team as part of a drive to establish whether the internet is more effective than face-to-face communications for its campaigns.
Karina Brisby, head of digital campaigning at the charity, told Third Sector: "The skill set of campaigning has to change. With every issue we campaign on, we are assessing whether video and digital media is a more appropriate way to get our message across than organising physical events."
Brisby said streaming video live from events around the world, such as G20 summits and UN conferences, had been a particularly popular tactic with the charity's supporters.
"There will always be a place for face-to-face campaigning and organising awareness-raising events, particularly at festivals," she said.
"But a lot of our supporters would prefer for us to communicate with them online, so we are expanding our digital team."