The Prince's Trust

Social Media

Challenge

• Make The Prince's Trust an active member of the online community, with the aim of increasing online donations to The Trust
• Increase sign-ups to the 2009 "Palace to Palace" fund-raising event
• Prove that Social Media is a viable marketing channel within the organization

Solutions

The social media team at Tamar conducted a thorough audit of The Prince's Trust's current online presences, with the outcome that Twitter was chosen as a good starting point for their donor-engagement in the run-up to their next event.

In line with The Trust's social media strategy, Tamar were able to leverage The Trust's relationships with a number of their celebrity ambassadors including Stephen Fry, Sarah Brown and Kevin Spacey. These ambassadors used Twitter to communicate their support for the charity, as well as helping to build up The Trust's following on the site.  As well as engaging with celebrity ambassadors, Tamar targeted key influencers in the Twitter community to help spread awareness about the event.

A number of initiatives were put in place on the day of the event itself, including trackable hashtag usage by a number of riders and live-tweeting by Trust staff.

Results

The "Palace to Palace" 2009 event achieved record sign-ups, with over 3,000 people participating - more than any previous year and at a much accelerated pace.

The Trust's Twitter community grew from zero to around 3,500 members in just over a month, and continues to grow. Traffic to the sign-up page was monitored closely, with Twitter users accounting for over 850 referrals to the registration form.

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