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Created by TheGivingLab team, SeeTheDifference was a pioneering UK crowdfunding site which aimed to bring transparency to giving. Find out how it started here.

At the heart of SeeTheDifference was a desire to harness social media for good, to inspire people to share great charity content, engage others and of course to give. The team created heaps of content. But we needed to know what content was social.

Here’s our …


… most shared.

Social media loves topical. It’s a buzz passing on hot, exclusive breaking news. We scored big with a project with Map Action who were helping the Japanese Tsunani relief efforts in Japan within 24 hours. The project offered insight and feedback from the ground in almost realtime. It was shared by thousands and the appeal was fully funded in a week.

… most engaged

Co-create with the audience for fun. In this great project to refurbish and recycle UK bikes to Africa we came across a passionate online cycling community and asked them to share pictures of them on biking adventures – and we added them to the film – and (as we hoped) they shared the film in social media. This meant is wasn’t a charity film anymore but ‘the film I’m in, see if you can spot my bike’. More fun for the sender and more relevant to their friends.

… most commented

We used to sit every week, head in hands thinking up smart new ideas for social media, usually coming up with ever more complex (and crazy) ideas, the maddest of which involved carving a sculpture of Kate and Will’s out of a 6 foot block of cheddar for Royal Wedding week.

Blog - bear picWe learnt simple wins. You can beat a bad pun.

We posted comedy bear pics for Animals Asia, a bear rescue charity and asked people to write captions all for the grand prize of a daily jar of honey. Bad puns poured in, honey poured out and word spread about their amazing work. We even treated the crowd to a jar of exclusive honey from Pitcairn Island.

If 90% of social media is fun between friends, is your social media fun?

We like making our friends smile (that’s why we post all those baby pics right and those damn cat photos). We share experiences and cement social bonds. Sometimes it’s cool to be topical, occasionally we get angry.

Slapping a big fat charity message about poverty into social media is kinda tricky. Try slipping this into a conversation right now ‘how was your last holiday? Oh and did you know 10,000 children are injured by landmines every month’. Hmm tricky.

That’s why we’re big fans of humour, being relevant to the audience and co-creating content with them ….and never underestimate the fun BIG BAD BEAR PUN.

If your charity wants co-create with your audience or make things a bit more fun online, drop us a line :


Try a little Geordie Magic

Innovation is in our DNA, so when The Children’s Society and NESTA asked if we’d like to collaborate with them on different ways to engage givers we leapt at the chance..

We had little idea, 6 months later we’d be wrestling with how to make people vanish, thermal ‘magic’ ink, working out council permissions for ‘text magic’ ready to launch Geordie Magic.

You can find out how the trick is done here.

Over 400 young people runaway or vanish in Newcastle each year, that’s why The Children’s Society run a brilliant local project called SCARPA to support them. To provide a listening ear, provide a safe place and support young people to consider risk and family support to help change things at home.

childrens soc - geordie magic photo 1

Geordie magic tests transparency, showcasing local spending, the difference made locally and a locally themed campaign. We want to make thing vanish and bring a bit of Geordie Magic to the streets, to workplaces, to social media and in direct mail to delight and engage people and encourage them to support SCARPA and The Children’s Society.

And find out later this autumn who won – magicians or chuggers.

*Chuggers is the (often derogatory) term for street fundraisers.

If your charity wants to understand givers better or a weave a little innovation magic over your next integrated marketing campaign give us a call on 0844 324 6010. Or email