Digital Mum provides social media strategy for Read International

Posted on Apr 17, 2016

Digital Mum provides social media strategy for Read International News Post Image


In 2015 Pimp My Cause was introduced to the organisation Digital Mums, which trains mums, who often have had a background in marketing, to be social media managers and then matches them up to businesses that need their help.

Over the past few months any “Digital Mums” who have been through this training programme and would like to support a good cause in order to expand their portfolio, widen their experience and give back, have been introduced to causes looking for help with social media marketing.

One such connection was made in November between Rachel Mostyn, who had 17 years of experience in communications and journalism before becoming a Digital Mum, and Read International.

Digital Mums improves social media marketing for Read International

Read International is a charity dedicated to improving young people’s access to educational resources in Tanzania. Their primary objective is to support students in becoming more independent and confident readers by promoting a culture of reading within secondary schools, supporting students in their appreciation of reading and providing teachers with the resources to enhance the quality of instruction.

The charity transforms unused spaces into libraries that provide an environment conducive to reading and self-study and improves access to education resources for students, providing textbooks and reading resources. To-date they have distributed over 1.4 million books to 1000’s of secondary school in Tanzania and have created 82 new libraries that are accessed by over 50,000 students.

Much of the money used to fund these programmes comes from fundraising activities involving the charity’s supporters in the UK. Read International’s Executive Director Montse Pejuan signed up to Pimp My Cause looking for help with their social media marketing to engage more supporters in their fundraising activities.

Rachel said, "I loved working with Montse and hearing all about the amazing work at Read International. In the first instance I completed a comprehensive audit of the Read international social media channels. I was then able to implement the extensive training that I had received via Digital Mums and suggest some key strategic ideas that would help Read International meet their aims. It was a pleasure to work on a pro-bono basis with Montse and her team. I wish them every success."

Rachel looked at how best to engage with their target audiences and made suggestions for improving engagement through Facebook and Twitter. She also developed social media campaign ideas including encouraging supporters to make participating in a fundraising event for Read International one of their New Years’ resolutions.

Montse was thrilled to have Rachel’s advice and has been working over the past few months to implement her ideas and suggestions, in order to engage more supporters in Read International’s important work. She said, "We have seen an increase in the public's engagement with our social media accounts. We have new followers and some supporters have now become monthly donors. We are grateful to Rachel and Digital Mums for taking the time to support our work."

Several other Digital Mums have donated their time to our cause members over the last few months and we will share more stories of their work soon.

And if any cause is interested in hiring a Digital Mum to work with them on an ongoing basis please get in touch with and we can introduce you to their team.

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