Social media tips from 2014 SOMA nominees (and winner)

More and more Kenyan non-profits are jumping onto the social media marketing bandwagon. This was well reflected in a new “Best Use of Social Media for Charity” category at this year’s Social Media Awards (SOMA).

As the three nominees for the award show, Twitter, Facebook and other social media are more than just platforms to raise funds. These smart non-profits are using social channels to attract new supporters, raise awareness around important issues, and put pressure on politicians and big business.

Here’s how they’ve done it…

 1.  Eddah’s Hope Cancer Foundation

Putting a face/faces to the campaign – Having seen first-hand his mother’s devastating fight with breast cancer, Issaji Moussa is determined that “no young person should have to watch a parent or loved one go through such a terrible ordeal, totally helpless and broken.” The foundation he set up in his mother’s name works to educate young adults about cancer in a way that’s fun and accessible.

Issaji’s personal background is very much the driving force behind the foundation’s work. And the Eddah’s Hope Cancer Warriors YouTube video where young cancer patients speak candidly about their illness is an example of how social media can be used to create a powerful human-to-human connection.

2.  Hands Off Our Elephants

Tapping into genuine emotion 

Public outrage when pictures of the legendary Satao’s mutilated body went viral, popular dissatisfaction with the Kenyan government’s warm ties with China, the shocking seizures of dozens of tons of illegal ivory in Mombasa… all these found their way — and were welcomed — into the #HandsOffOurElephants Twitter stream.

Dr. Paula Kahumbu, CEO of Wildlife Direct (the brains behind the campaign), engaged her +49K Twitter followers, asked questions, answered others, and generally helped fan the debate into a roaring public discussion that got international attention.  It resulted in an online petition that helped spur a new wildlife and conservation law that spells out much higher fines and longer prison terms for poachers and ivory smugglers.

3. Beyond Zero Campaign (2014 SOMA winner)

Savvy use of statistics

Did you know 15 women die in this country every day due to pregnancy related complications? Or that over 100,000 Kenyan children born each year do not live to their first birthday? The Beyond Zero Campaign has made smart use of powerful statistics such as these, while keeping its core message simple.

Content is consistent and well-coordinated across different social platforms and this has helped spread the word and increase involvement. The result: the campaign has raised enough funds to buy and deliver 20 mobile clinics to various counties.

Of course major credit goes to the Mama Margaret Kenyatta herself. No other First Lady runs marathons “to keep women and children alive”.