Charity Organizations COVID-19 Communications

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Charity Organizations COVID-19 Communications

Fidelity Charitable has utilized a frequent and consistent approach to COVID-19 content across both web and social platforms. The company has utilized its website to promote direct giving avenues for donors, preferring to utilize Twitter to have direct conversations with clients, promoting charitable partners via LinkedIn, and using YouTube for long-form discussions.

Communication via Fidelity Charitable Website

  • Fidelity Charitable created a COVID-19 page which is immediately linked from their homepage. This page is being updated daily and provides information on how donors can effectively direct charitable giving to directly impact COVID-19.
  • This page offers information on designating giving to three primary areas; supporting medical needs, protecting vulnerable populations, and sustaining nonprofits. Each link directs donors to a list of nonprofits directly impacting each of these areas.
  • Fidelity Charitable links to a recently produced webinar conversation with the CDC Foundation featuring ways to help with COVID-19.
  • Fidelity Charitable’s COVID-19 page features an article outlining ways to help during COVID-19, including donating to direct response organizations and other causes, volunteering for critical care organizations, and advocating for individuals and organizations in need.
  • Via their COVID-19 page, Fidelity Charitable also promotes their Twitter account, including their #Give4COVIDRelief Twitter chat held on March 27.

Social Media Content and Frequency

  • Fidelity Charitable began COVID-19 related content on Twitter on March 7, with regular updates beginning on March 16.
  • Early posts to Twitter encouraged donors to continue funding their existing non-profit priorities in addition to COVID-19 related causes. By March 18, tweets began to focus more heavily on Fidelity Charitable’s three priority giving areas impacting COVID-19.
  • Twitter volume peaked on March 23 promoting Fidelity Charitable’s conversation with the CDC Foundation and March 27 with their Twitter chat, #Give4COVIDRelief featuring a variety of non-profit guest panelists.
  • On slower days, such as March 18, Fidelity Charitable tweeted 3 times. During peak use, such as March 27 during #Give4COVIDRelief, Fidelity Charitable tweeted 61 times.
  • Fidelity Charitable has remained highly consistent in its utilization of LinkedIn, posting once per day both during and before COVID-19. Posts on LinkedIn have been used primarily to promote Fidelity Charitable’s three areas of COVID-19 giving with examples of partner organizations in each post.
  • Fidelity Charitable uses YouTube sparingly with only two videos uploaded in the past 6 months. Their most recent upload was their March 23rd “How You Can Help with COVID-19” discussion with the CDC Foundation.
  • Fidelity Charitable does not currently utilize Facebook.

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