MATT JERWOOD
Head of Digital Fundraising, Oxfam
DIGITAL TRANSFORMATION
supporter, and we really have to stay on our toes – people expect things to be fast, bite-sized and eff ortless”
users to get a useful blend of perspectives, including both supporters and non-supporters. For the app, for example, a front-end developer would make live changes in between user interviews to adjust and make improvements in real-time, based on user feedback. Being alert and receptive to user needs means Oxfam could create a streamlined app that is easy to navigate.
Social Media: Getting The Blend Right
Social media allows Oxfam to break down and segment its complex network of fundraising, emergency updates, and events. Getting the blend right on social media is essential. “We want to avoid reducing the gravity of serious emergencies and issues by getting the blend right when we also talk about all
the fun stuff that we’re doing,” explains Jerwood. Diff erent segments of the Oxfam organisation have their own social media accounts – for example, Oxfam music festival Oxjam has its own Twitter and Facebook page, and individual charity shops (of which Oxfam has over 650 around the country) have their own Twitter accounts. Social media is therefore an ideal tool to divide up the operation. “There is the potential for a lot of noise, which is both a help and a hindrance. There is, however, enough space for diff erent people to have slight subsets in a big social media world – we then try to intelligently bring that together through promotion and using hashtags, for example.” Social channels also allow Oxfam to have a wide reach and increase donations and publicity by providing evidence of what is going on in an emergency - “we can very quickly put
Very few charities have truly moved with the change in people’s norms. Digital has transformed the expectations of the
out a simple ask, which is something that has worked well previously – putting up an image with a text donate call to action in it, for example.” Keeping it simple is also key – “it’s about saying to people, if you’d like to support us, here’s how you do it, and putting out content to keep people informed and aware of what we do,” says Jerwood. The way Oxfam organises its social media, therefore, allows it to get messages out quickly and clearly in emergencies, whilst also having more light-hearted fundraising events happening at the same time in a separate social media space. Oxfam’s digital innovation is ensuring
it is a charity fi rmly planted in the 21st century. It is providing a convenient service for the modern user, and allowing increasingly savvy consumers a window into the work of Oxfam and what their money is supporting. This is allowing it to connect with its
supporters in new ways, and provide a type of donation that is fl exible and user-friendly – meeting consumer needs, and then exceeding them.
oxfam.org.uk
43 issue 31 spring 2018
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