# Half of today's Red Nose Day donations expected to come from social network sites, says agency

- Link: https://fundraising.co.uk/2011/03/18/half-today039s-red-nose-day-donations-expected-come-social-network-sites-says-agency/
- Published: 2011-03-18T08:50:02+00:00
- Author: Howard Lake

Charity marketing agency DMS has estimated that half of the donations received by
Comic Relief today on Red Nose Day will come from people using social networks. 
This view follows a study of 24,000 people undertaken by TGI, revealing that Comic
Relief and Sport Relief are the top two charities of choice among those on social
networking sites.

The research shows that 45% of donors to Comic Relief are users of social networks,
a much higher proportion than any other UK charities, according to the research.
The figure for Cancer Research UK is 34% and 24% for Christian Aid.

Comic Relief of course has been promoting a participative approach to fundraising
for years, both online and offline. It has continued to secure record levels of 
fundraising income over the past two years, despite the financial hard times faced
by many.

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Steven Dodds, joint head of planning for [DMS](http://www.dmsagency.co.uk) said:“
It’s great to see charities really getting the general public involved. While I 
feel sure the backing of the BBC and its celebrities really helps, the key to Comic
Relief’s success is its focus on one day of the year, building the excitement and
inviting people to be part of it in some way.

“The Comic Relief brand is ingenious in the way that it is inherently open and social
in nature, perfectly in tune with the broader cultural themes of the social networking
age. It’s not a charity run by a select few that work there, but is owned by anyone
that has ever been involved in a fundraising event – a theme that should lie at 
the heart of future fundraising.”

The TGI survey of 24,000 people looked at their involvement with charities including
Oxfam, NSPCC, Action for Children, Shelter, RSPCA, and British Heart Foundation.

www.rednoseday.com

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