You've Got Mail: Beating Algorithm Angst & Social Media Stress

Being a professional 'Content Creator' is not for faint-hearted, digital-disliking cissies! Creating quality media and knowing when/how to 'post' effectively is impressive. It does provoke (in me) both admiration & awe with a certain amount of dread & rage, especially at this time of year. But, as a small, independent charity, bold & confident we must be. And with a cunning plan.

But first, there is fabulous news that ServeDirect has been accepted again to be part of the Big Give Challenge in December, which also ensures that all donations, during that week, will be doubled - all of which makes the fundraising task a bit easier. So far so good.

However, the biggest challenge is not the actual financial target of £34,000 within 7 days. The biggest question is how to fundraise effectively and concisely in an algorithmic, AI-riddled, largely negative environment, that does not favour small, niche charities. After all, our campaign only 'sells' stories, (although they are great, inspiring stories), and it doesn't seek more 'customers' or deliver products worldwide. ServeDirect is not looking to be the biggest, best or loudest - and won't pay for further 'reach' or enhanced exposure on the various platforms. As a result, SD posts often become invisible, so need searching for and a certain amount of interaction/liking/sharing etc. That all definitely helps. But you have to know they're there, in order to start looking. For non-professionals, wary of screen time and who don't spend all day, every day creating content, it is quite a daunting challenge to find a way through the maze.

Interestingly, good old email (relatively old-fashioned!) has proved to be the most effective means for The Big Give week, although using social media is still a straightforward, preferred means for many SD friends. We have even considered reverting to snail-mail to send everyone handwritten letters, but postage costs are a serious expense and the SD marketing budget won't run to pen, paper, ink or quills just yet. Should the internet collapse in the future, we will be more than battle ready. But we do draw the line at employing pigeons for the post ...

Another thought is to try sending out more mini videos directly via WhatsApp during the December week. Last year it was effective and well-received. If you like the sound of this idea, but we don't have your number already, then please do send it to info@servedirect.org. 

Over this last year, WTA students have really enjoying getting to grips with strategy games and the Chess Club is growing in numbers. The Library staff are now requesting new games like Risk and Monopoly. Maybe it would just be easier to ask the S3 class to use their new skills to plan the social media strategy for us, as they are already very skilled in using TikTok to promote the school!