In the current economic climate where many businesses are struggling to stay afloat it is no surprise that donations for many worthwhile charities are at an all time low.
So, in a tough environment where brands, including charities, are having to compete even harder for market share as well as a share of consumers’ attention and hard earned cash, it is more important than ever for them to think outside the box when it comes to engaging with their audience.
And with the advent of social platforms, many already have - as the Charity Social 100 Index reveals. Charities are increasingly harnessing online opportunities to engage with their audiences with a range of social platforms so readily at their fingertips. By shifting from a one-way to a two-way dialogue with a more emotive, personal approach, forward-thinking brands are really starting to reap the rewards of 'getting social'.
UNICEF and Dulux invite you to own a colour and help save a child's life
There is some great work out there and one of the most recent campaigns that I think is brilliant is the partnership between Unicef and Dulux. They have come together to sell off the naming rights for the 16.7 million colours that the average monitor, laptop, tablet and smartphone screen can display. The money goes to Unicef for bringing clean water, education, medical assistance and other aid to children across the world.
You can buy your own colour for a donation of at least £1 and get to choose what the colour will be called as well as explaining why you chose it. This genius campaign also allows you to gift a colour which I think is a lovely idea for those difficult to buy for or in memory of a loved one.
To pick your colour you like you can type in a hex code or RGB values or simply use a colour dropper. Celebrities have started showing their support with Duncan Bannatyne choosing Saltire Blue in honour of his Scottish roots.
The donation mechanic allows you to give by SMS or by credit card.
With so many colours to choose from at the moment I feel spoilt for choice - better get my skates on before my shade of turquoise gets snapped up! What will your colour be?
