“In summer 2014, the ALS ice bucket challenge went viral across social media. Over the course of a couple of months it raised over $115 million for the American ALS Association and substantial sums for other similar organisations across the world. It was a triumph for viral marketing and a reminder of just how crucial the use of technology can be to a charity’s success or failure.
And yet, even while charities yearn for their own “ice bucket moment,” plenty of them still struggle to use YouTube effectively. Charity boards don’t necessarily understand the difference between Facebook and Instagram, let alone platform-based marketing and software-as-a-service. Despite constant reminders of the importance of “going digital” – essential to innovation and systemic change – charities are still struggling to put this into practice.”
