How Social Media helped me raise £1900 for charity, by Carol Fry (@CVFry)

Carol Fry after her skydive
Carol and Dale skydiving to raise money for the Welsh Guards Afghanistan Appeal

Carol Fry (with her pilot Kev), Skydiving to raise money for the Welsh Guards Afghanistan Appeal.
Carol was born and raised in Wiltshire but has always loved Wales. In September 2011 she finally realised her dream to come ‘home’. She currently teaches in a primary school in Tremorfa (Cardiff), living near Pontyclun (Bridgend). Carol loves to explore Wales, visiting both new places and those that she knew as a child. She also enjoys baking, concerts, shows, musicals and opera.

This is a guest  post by Carol Fry (@CVFry on Twitter) on the subject of online fundraising. I first found Carol on Twitter through our shared love of classical music and opera, but was quickly amazed and inspired by her ability to harness social media to raise money and awareness for good causes. She was also a key figure in the promotion of a charity single recorded by Mark Llewellyn Evans and the Band of the Welsh Guards. Carol is a personal source of inspiration to me; I think charities and good causes (big and small) could learn a lot from her creativity, enthusiasm and determination.


It’s amazing where a casual remark can land you! On April 1st – I should have known to keep quiet – I was in a car with Mark Llewellyn Evans, a gifted singer who has worked tirelessly to raise funds for our wounded soldiers, recording a CD with the Band of the Welsh Guards for their regimental charity. We were travelling along the M4 towards a sunny (yes, really) Swansea when I mentioned I’d always wanted to do a sky-dive. I don’t really remember how the conversation started but two months later I was tumbling from the sky with a member of the Paratroop Regiment strapped to my back, raising funds for the Welsh Guards Afghan Appeal

Through Mark I met Dale Leach, a former Welsh Guard and one of the most amazing men anyone could wish to know. Dale was seriously injured by an IUD in Afghanistan in 2009. His story made me determined to keep my promise to undertake the sky-dive.  I told him about it and, despite having lost a leg, fractured his spine in 3 places and suffered numerous other injuries, Dale agreed to dive with me. Our friends in the Band suggested using an online giving site and set up a page for us on Virgin Money Giving.

Carol and Dave suited and booted before their skydive.

Carol and Dave suited and booted before their skydive!

Using this site, my Twitter account and through friends promoting our dive through retweets and on Facebook we reached far more people than if we’d just been collecting by word of mouth. I have even made new friends through the collection, as total strangers read Dale’s story and made contact, wanting to help out.

I’m not a particularly confident person and would have found it hard to ask anyone other than very close friends and family to sponsor me. Using Twitter, Facebook and online giving meant that I could put out general appeals without feeling that I was badgering people. I probably drove my followers mad over the month or so before the dive but I have been overwhelmed by the generosity shown by people in their giving.

Using social media also enabled my friends who couldn’t help financially to chip in. They could retweet and post messages on their Facebook walls, spreading the news of what we were doing even though they couldn’t give money.

Using online giving and social media also got some press attention. One newspaper story and 2 radio interviews later, including singing live to Mr Go Compare (the wonderful Wynne Evans) on his radio show, we had picked up sponsors from overseas and parents from my school asked to support the jump.

Carol after her skydive

Carol after her skydive

We did make some money for the Appeal by ‘traditional’ means but I am absolutely certain we would not have raised anywhere near as much without the news grapevine offered by social media.

It was also helpful to tell people regularly how much we had raised. As each little goal approached I could Tweet again, “Can you help us find £51 pounds to get us to our next £100?”. This gave people the chance to give £1 or any amount that they could afford. These small steps towards the final total seemed to prompt many generous, lovely people to donate. I am sure this was more of an incentive than a huge goal. At least one donor said, “I can help you get to a nice round number.”

Dale (and pilot) parachuting back to earth.

Dale (and pilot) parachuting back to earth.

We originally set a goal of £1000. In the end we raised just over £1900 and nearly £1700 of that came from online giving.  My friends and family are spread all over the UK and the site made it really easy for them to give and for us to gather Gift Aid. I am certain it would not have worked without Twitter, Facebook and the kindheartedness of people I have never met face to face.  If you are planning a fund-raising event I’d strongly recommend using social media to help you. Get out there and Tweet – there’s a world filled with generous people who will help your cause however they can.  

Carol and Dale’s fundraiser has now ended, but you can donate to the Welsh Guards Afghanistan Appeal by following the instructions on their website.

Writing a Social Media Strategy – Part 1 (before you begin) – featuring Rhys Gregory

Rhys Gregory - Digital Marketing Specialist

Rhys Gregory is a Digital Marketing Specialist based in Cardiff, UK. He helps businesses use social media and digital technologies effectively, assisting with planning, strategy and development at every stage of the process. He is also an active blogger and a volunteer with Canton Social Media Surgery. You can visit his website, or connect with him on Twitter or LinkedIn.

This article is the first in a series of posts intended for small businesses (or their employees) who are thinking about using social media as part of their marketing activities. The posts assume a certain amount of basic knowledge of Twitter/Facebook/blogging etc. but you certainly won’t need to be a social media nerd like me to get the most out of it! Please do share these posts with anyone who might find it useful!

As some of you may know, I work for a small software company (LexAble) based in Cardiff as a ‘Marketing and Business Executive’. As the company’s first employee whose primary focus is Marketing, it’s been a fantastic opportunity to really hit the ground running, putting into practice my existing skills and learning new techniques along the way. As part of this I’ve written the company’s first social media strategy, outlining how (and, perhaps more importantly, why), we will use social media. So I thought I’d share a few tips based on my experiences. I’m also grateful to Rhys Gregory for his contributions to this post.

Before you begin

It’s very tempting to dive straight in, outlining in explicit detail the things that you’ll be tweeting about or how to present yourself on Facebook, but before you do it’s a good idea to consider the following:

  • What do you want to achieve?
    First thing’s first: social media is not a direct sales tool, and anyone who tries to use it for this purpose is doomed to fail. Furthermore, it’s often difficult to quantify in simple terms the benefits (financial or otherwise) that it will bring to your business. Therefore, in your social media policy you should outline how you want social media to benefit your business. Example aims could include:

    • Increasing awareness of your business and its activities.
    • Positioning your business as an authority or knowledge-holder in its field.
    • Connecting with new and existing customers.
    • Reducing the time or money that you spend on support and customer service.
    • Organically improving your search engine rankings.
  • Is social media right for your business?
    Unfortunately, not every business will be able to properly benefit from social media. Some factors to consider:

    • Do your customers use social media? If, as a general rule, they don’t, consider why that might be (e.g. age, income, social class, lifestyle). (But you should never just make assumptions – ask them instead!)
    • How about the potential customers that you haven’t reached yet? Think about the markets that you’ve yet to tap into and whether social media would be a good way to break into them.
    • Is social media an appropriate forum to talk about your product? Is there a way that you can create relevant and interesting content that other people will want to share or view?
  • How much time do you want to spend?
    Social media is often thought of as free, but remember that time spent using it is time that you’re not spending on other things. It’s therefore very important to clearly define how much time you and your colleagues will dedicate to it. Another issue with social media is that it’s not always possible to predict when you’ll be using it – you can check for replies and new followers (and respond to them) once a day, once an hour or once every 5 minutes. Pick a schedule that works best for you, and stick with it as much as possible.

To conclude this post, here’s some salient advice from Rhys:

It’s really important to set out objectives before doing anything, that way you can measure its success. You’ll need to consider how much time is involved, the cost, and who’s responsible for what. Do you have the necessary expertise, or do you need to bring in an external training or digital agency to help get you started? Your overall goal might be to increase brand awareness or even increase leads, but you’ll need to know exactly how you want to measure this.

Measurement tips:

  • Make everything trackable – You want to be able to measure the effectiveness of everything that you do. Use a service like Bit.ly to track the number of clicks on the links that you post. What type of content is most popular? Is there a best time to post? Example – http://bit.ly/linkedin-me+
  • Define a lead-process – For those businesses that want to generate leads from social media, and trust me that’s probably all of you, you’ll need to define a nurture-path. When someone clicks on your blog post link, what do they see on that page? Make sure you have clear call-to-actions (CTAs) that take the user to the next step. Whether that be signing up for your newsletter to continue the path, or hitting the contact us button.

This is the first part in a series of posts about developing a Social Media Strategy. If you’d like to be notified when the next post arrives, you can subscribe to my blog, follow me on Twitter, or leave a comment below so I can notify you manually!

Cultivate your Personal Brand using Social Media

Personal Branding

Personal BrandingRemember the Noughties, when Facebook was a relatively new phenomenon? Before Twitter had exploded, before Pinterest and Instagram even existed? Back in the ‘dark ages’, the newspapers and the rumour mill were rife with stories of people being sacked or rejected because of drunken exploits posted to their Facebook profile. While the importance of shielding your boss from the image of you half-naked with your head down a toilet can never be overstated, the role of social media in defining who you are has since changed for the better. Now, instead of hiding our social lives and interests from our colleagues and potential employers, we put them online for all to see. Clearly, this strategy is paying off: more and more people are using social media to obtain a job (or a better job), and recent studies have found that up to 82% of recruiters have hired employees via LinkedIn. While this is far less true of other social networks such as Twitter and Facebook, in my opinion it’s only a matter of time.

So, how can you make the most of social media, demonstrating your skills, qualities and  to colleagues, potential employers and the world? The answer is to dive head first into as many channels as possible, whilst unifying your content in the form of a consistent personal brand. This post outlines ways that you can make the most of the tools available to present your social media activity as a united front.

  1. Keep it consistent.
    Make it easy for others to find you by using the same username for everything. This is worthwhile not only because it makes it easy to tell if a profile belongs to you, but if your username is relatively unique then it’s also good for SEO, enabling others to use Google to find a cross-section of your social media activity. Another consideration is whether you use the same photo everywhere – you might want a professional headshot for LinkedIn, for example – but, even if you choose different photos to match each site’s tone, make sure that they are all recognisable as you.
  2. Embrace multiple platforms.
    These days it’s not enough to use just one or two social platforms; the more sites you use, the better. It’s good to be aware of the limitations of each platform; there’s only so much you can say in 140 characters or less, and LinkedIn pages tend to be rather dull, so mix it up a bit with multimedia content and full-length writing. Additional networks to consider include Pinterest, Instagram, YouTube and even Foursquare. If you have a flair for writing, then a WordPress/Blogger blog is always a worthwhile investment. Basically, try as many as you can and see what works best for you.
  3. Break down boundaries.
    Using multiple platforms is all well and good, but you can get maximum benefit by cross-promoting your activities between sites. Obvious examples include sharing blog posts to Twitter, posting Instagram photos to your Facebook Timeline and (before it was killed off), auto-posting your Tweets to LinkedIn. But don’t be afraid to think outside the box: if you think a recent blog post is relevant to your LinkedIn contacts, make sure you’re sharing it there too. The same might be true of photos from a recent conference, or a particularly insightful Pinterest pin.
  4. Be wary of auto-sharing.
    While it’s important to take people from one platform to another as much as possible, don’t overdo it. As a general rule, don’t enable auto-sharing functionality. A prominent example of this particular faux pas is the automatic sharing of truncated Facebook posts to Twitter: a lot of Facebook content is simply too long-winded to be posted on Twitter, and users will be reluctant to click a link simply to read the end of a sentence. The key thing here is to give people a strong reason to follow you in more than one place, and you can do this by manually varying what you do and don’t share between networks. In other words, use your common sense; ask yourself whether a post on one site will transfer well to another, and weigh up the chances of your followers seeing the same thing twice before deciding to share it elsewhere.
  5. Don’t be an egomaniac.
    This one’s perhaps rather obvious, but make sure not to talk about yourself all the time. Sharing content created by others is a good way of demonstrating what ideals you aspire to, and in any case social media is about connecting with others and the discovery of new ideas. It’s very tempting to shout from the rooftops about your own skills and achievements, but you should never forget your place in the world.
  6. Content is everything.
    The final thing I want to note in this post is the importance of quality over quantity. Never post just for the sake of it, and always consider what you’re contributing to the conversation before you decide to share. In the eyes of a recruiter it’s much more advantageous to have fewer posts that are highly relevant than to have too many posts that have been made indiscriminately or without much thought.

What are your tips for creating a unified personal brand? Do you have any innovative ways of working across social media platforms? Let me know in the comments, or as always you can send me a Tweet!