Meta launches initiative examining how creators can help drive donations
Melanie May | 9 December 2021 | News
Meta and global creative influencer agency Billion Dollar Boy (BDB) have partnered on an initiative aimed at working out the best way of using creators to drive charitable donations across Meta’s platforms.
With Creators for Causes, Meta and BDB will be trialling charitable content across Facebook and Instagram, using content featuring creators and content without creators to see how they can impact charitable social media content to drive donations across its platforms. The study findings and learning opportunities will be shared with nonprofits to help inform their social strategy for fundraising.
Meta hopes to add to the $5 billion already raised, and the seven million people who have donated on Facebook and Instagram since its fundraising tools launched.
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Meta and BDB, which recently became an official Meta Business Partner, are working with charities including Malaria No More, International Federation of Red Cross and Red Crescent Societies (IFRC), Breathe for India and B Corp, where BDB supports talent sourcing, creative idea generation, briefing, and post-production.
Meta and BDB worked with Malaria No More on the charity’s Zero Malaria campaign earlier this year to help drive awareness of the cause.
Mike Hamilton, Digital Marketing Manager at Malaria No More, said:
“Billion Dollar Boy’s support and know-how has helped us bring in some exciting creators to the malaria fight. Together, with Meta’s Creative Shop, we’ve created some mould-breaking content that has meaningfully engaged millions of digital youth in Kenya and Nigeria and encouraged audiences to Draw The Line Against Malaria, one of the world’s oldest and deadliest diseases.”
Becky Owen, Head of Creator Innovation & Solutions, Creative Shop EMEA at Meta, commented:
“As creators continue to become a more central component to marketing strategies for all types of businesses, we partnered with Billion Dollar Boy to better understand the impact creator voices can have for charitable organisations. This partnership has enabled us to work globally, finding exciting and relevant talent to produce campaign assets that drive community action. BDB has operated as an extension of our internal team, helping research and learn with agility and speed across four Creators for Causes campaigns.”
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.