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#goals4haiti : Fundraising through social media

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With their new found wealth and a great squad of players, now is a good time to be a Man City fan. It’s not always been the case though – I remember cold weekday nights watching City vs Stockport County at Maine road in the aptly-named Gene Kelly stand – a temporary prefab of a stand, so-called because the lack of shelter provided meant that supporters were often left “singing in the rain”.

One thing that has always been constant with City, and I’d like to think more so than other clubs, is the strong community spirit felt between supporters. So when I saw the below tweet last week from Denise (aka @doc1online) who is a fellow City fan and previous attendee of KMP’s inblackandwhite seminars, I felt the urge to respond.


For those who don’t know, 70077 is the official SMS number set up by The Disasters Emergency Committee (DEC) to raise money for aid to Haiti following the earthquakes. The Disasters Emergency Committee brings together the leading UK aid agencies including the Red Cross.

First of all, I thought this was a great idea to support a great cause and raise a bit of cash for a country that really needs it. But with my Social Media marketing hat on I knew that what we really needed to gather interest on twitter was a hashtag.


So I posted this tweet. I wasn’t happy with the hashtag I came up with, #cupgoaldonate. There are two rules to bear in mind for a successful hashtag. It should convey the main purpose of the tweet associated with the tag and it should be as short as possible to allow for addition comments by users who reweet/quote the message.

#cupgoaldonate is too long and doesn’t include any reference to Haiti or DEC which should be the main focus of this activity. I also didn’t want to restrict this to just Man City supporters because hopefully, Man Utd and even other supporters of Carling cup teams or other competitions may wish to pick it up.

Thankfully, a follower called @bluemoon82 delivered the goods and came up with #goals4haiti. From then it only took a few well placed and retweetable messages to high profile and relevant twitter users such as @mcfc @kaiwayne and @decappeal and we were away.

The sting of City going behind was eased when I thought of the money being raised for such a good cause and the last two donations I made for the City goals – believe me – made me even happier.

You can follow and tweet to the hashtag again tonight in the second leg and please do take part. Remember – text GIVE to 70077 to donate £5 every time a goal is scored and tell your friends by retweeting the below message or just by following this link and updating your status.

I’m giving £5 to Haiti @decappeal for every goal scored in the Manchester Derby. Text GIVE to 70077 to donate #goals4haiti

I’ll do a follow-up post after tonight’s match with a round up of the campaign and my thoughts on what is interesting to a fundraising marketer but for now, I’m just going to ask you to get involved. Tonight and for the final – whoever gets through…