Akiko Hart, Director of Communications, Thai Children’s Trust

Akiko revealed how the Thai Children’s Trust have made their online presence a central communication hub for all supporters, by utilising video, personalised login areas and regular e-newsletters and e-zines. Crucially they’ve made it easier for those supporters to donate to them, but it’s about striking a balance with long-term brand awareness building.

In September 2009 they launched a campaign using online video as the primary medium for building brand awareness and raising donations (watch their videos), while also harnessing social media sites such as Facebook, YouTube and Twitter to reach out to existing and new audiences.

Akiko said, 'Online videos showcased our work, to help potential donors understand how their support makes a tangible difference and encourage an emotional response and direct action. The videos were placed on other websites, viewers could then click through to make a donation or be directed to the Thai Children's Trust website.'

The videos were further supported with targeted display advertising, allowing the Thai Children's Trust to target a specific audience and measure the results. The campaign saw impressive results, including reaching over 1.7million unique users, a 60% increase in traffic to the site and 433% increase in online sponsorship. 'No other form of media has driven traffic to the website in these numbers, and the conversion rate was encouraging,' she added.

Akiko’s advice for social media included:

• Be coordinated but take a broad approach
• Play the long game, don’t expect quick results
• Reach out to, and adapt to, new audiences
• It’s a case of trial and error – try something and see if it finds an audience
• The greatest investment is in time, not money

Courtesy of Akiko Hart