Social Listening

Case Study

The Challenge

The global disaster relief charity faced a challenging and unpredictable remit, where disasters could occur without warning and prompt action was required to maximise fundraising efforts during the crucial 24 hours after a disaster. The charity needed real-time monitoring for their national fundraising campaigns to be prepared for any crisis that may arise.

The Solution

In response to an ongoing environmental disaster, the charity approached us with a tight deadline of 12 hours to provide real-time monitoring, daily reporting, and alerts. The results were so impactful that after the campaign, the charity worked with us to establish a permanent, in-house real-time monitoring tool with our reporting analysts available for future crises.

To achieve this, we held scoping sessions with key teams to determine relevant insights and campaign KPIs, then created a framework to outline how social listening would be used during each appeal. Our reporting structure included daily reports used in team meetings, ongoing campaign tracking, and end-of-appeal overviews. The latter linked Google Analytics from their donations website to specific social media posts, providing a more comprehensive and data-driven approach to fundraising strategy.