Non profit organisations have embraced and mastered social media content and marketing with the aim to boost awareness about their work and improve donations.

 

This section illustrates all the work done so far to understand how User Generated Content can be used as a form of intelligence by the third sector to inform strategies and avoid falling in the trap of using essentialised and stereotyped imagery to elicit sympathy and donations.

 

CASE STUDY 1: #DOWNSYNDROME 2017-2020

Through a funding opportunity offered by the Carnegie Fund for the Scottish Universities, I have been able to monitor a number of hashtag conversations on social media platforms Twitter and Instagram.

The report, along with the recommendations can be downloaded and used. Full version of the report is available in the form of book chapters and academic journal articles (see section “publications”).

DOWNLOAD REPORT: #DownSyndromeAnalysis