The “Feel Good” Strategy: Non-Profit Success Stories from Social Media



Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.


Access exclusive SMW+ content by marketers whose careers you can emulate with a free 30-day trial!

The term ‘feel good’ is not necessarily associated with success. And nor should it be. Success in any arena can certainly be achieved without any philanthropic or charitable aspects.

However, I have noticed an uptick in companies and organizations which have indeed succeeded with ‘feel good’ measures, many of which have been manifested in social media. Here are three examples:

Feel Good Campaigns of Today’s Social Age

We live in a social age, where practically everyone is online and connected to each other via social media platforms. This opens up a huge gap in the markets for companies and organisations to create fun and feel-good campaigns in order to try and raise money. Sure, anyone can just download a charity app and send money that way, but an original and clever feel good campaign can go very far, especially on social media.

But for those who aren’t compelled to give back on their own volition, might find themselves compelled by way of some really interesting campaigns. I’ve gone ahead and listed three memorable ‘feel good’ campaigns: two from this past year, and one all timer that we can continuously learn from. Hopefully, this will leave you with some inspiration to get involved too.

1. Noble Swag

The UNICEF Kid Power band, sometimes referred to as the Fitbit for kids, is an innovative new device that works to track the steps and activity levels of kids while also helping those in need.

For every step taken, a child is provided with a therapeutic food packet to keep them nourished. It’s great incentive, and the accompanying app has loads of great additional features – fun missions that educate children on different cultures all around the world.

Okay, the product is nice and all, but what feel good tactic did this organization use on social media to promote their product?

I’d recommend checking out their Instagram page. It encourages kids to send pictures of themselves wearing their bands onto the page, where it is then published for other followers to see. Every kid gets to show off their total points or steps, which then encourages more sharing and engagement among other kids as well!

The page is also used to share inspirational stories, advertise other fundraising campaigns for the charity, but primarily is used to show kids that tons of others are doing it too. It promotes healthy competition and a general willingness to get involved. This is a great combination of using social media (Instagram in this case) to promote a feel-good product and cause, all in one!

2. Smoothie Rage

Innocent Drinks are known for their delicious and healthy smoothies. They have been all the rage for years, and one of the brilliant things about this company is that they donate 10% of their profits to charity.

Something you should know about Innocent is that they are incredibly clever social media users, and their pages will often have you in stitches. They are experts at entertaining while also putting across an important message about charity and the benefits of giving to those less fortunate.

They post witty and amusing photos that make them seem like ordinary people, and allow you to relate to them as a company. Their Facebook and Instagram pages are priceless, and I don’t use that word lightly!

Currently, they are fundraising for Age UK – something they do every year. It’s called the Big Knit, and thousands of people send in little knitted hats to place on the top of smoothie bottles. These little hats are sold with the bottles and help raise money for the Age UK charity. 

The reason this stands out to me is because is because the notion of “little knitted hats” was literally made for social media virality and sharing!

3. Ice Bucket Challenge: Still Relevant Today

Yea, yea, yea, we know this is an old trend from 2014, but don’t dismiss it so quickly. The ice bucket challenge received plenty of criticism, not to mention the ALS charity was accused of spending the money raised on other things.

Millions were raised in donations as a result of the challenge, with people posting videos of them being covered in buckets of icy water and nominating friends to do the same. The aim was that each person who did the challenge donated £5 to the ALS Association. It took social media by storm, inspiring future trends like the mannequin challenge that started 2017 off. In some ways, the Ice Bucket Challenge is the godfather of all social media feel-good campaigns.

It goes without saying that the best part of the ice bucket challenge, and the most feel-good aspect, is that it made a massive difference. While some tried to undermine the campaign, the money raised by the challenge around the world has led to the isolation of the gene that causes this horrible illness.

You can read it about it here. So actually, it did a world of good, and the results are going to change many lives. And you can thank social media for that.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.

Learn More

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here