When charities run high-profile fundraising campaigns on social media, the impact can be huge, from millions raised to huge spikes in reach and entirely new audiences discovering the cause.
One of the biggest examples of this is an Omaze campaign. Omaze runs large-scale prize draws where people enter to win luxury homes, cars and cash, with proceeds going to charity. And while the fundraising potential is undeniable, it also brings something less visible but just as important: a surge in complex social media engagement that can quickly overwhelm internal charity teams.
We’ve supported multiple charities by moderating engagement on behalf of their own social media ads and channels, during large-scale fundraising partnership campaigns. This includes Omaze campaigns for Breast Cancer Now, Teenage Cancer Trust and more recently, Centrepoint.
In this blog, our Social Media Moderation Manager, James Marcus, shares what we’ve learned supporting charities through these campaigns, and how the right moderation approach can protect reputation, build trust and turn conversations into opportunities.
“Working with Social AF during our Omaze campaign gave us real confidence that our social channels were in safe hands. The volume and complexity of comments can be challenging, but their team handled it with consistency, care and a clear understanding of our tone of voice, helping us stay focused on the campaign itself.” – Centrepoint
The reality of moderating high-volume campaigns for a charity
For charities, social media ads for campaigns such as Omaze don’t behave like “business as usual” social content that they might be used to.
They generate:
- Rapid spikes in comment volume (often within hours of launch!)
- Highly emotive responses – from heartfelt support to scepticism, sarcasm or criticism
- Complex questions about prizes, eligibility and fundraising transparency
- Repeat narratives that can dominate threads if not handled carefully
For charity teams, this creates real pressure:
- Keeping up with volume
- Responding consistently and accurately
- Protecting brand reputation
- Ensuring supporters feel heard and valued
Without a clear moderation approach, things can easily become reactive rather than strategic.
What we’ve learned supporting multiple charities with their campaigns
You should design a specific moderation approach for this environment.
1. Preparation is everything
Before campaigns go live:
- Tailor moderation frameworks
- Map expected comment themes and scenarios (positive and challenging)
- Prepare approved response banks for speed and consistency
- Align closely with charity teams on tone, escalation routes and risk areas
This is so that when volume hits, it’s not a scramble.
2. Speed matters – and so does judgement
In high-volume moments, it’s not just about replying quickly.
It’s about:
- Knowing which comments to prioritise
- Recognising when not to engage publicly
- Escalating the right issues at the right time
We must balance efficiency with nuance, ensuring responses are both timely and thoughtful.
3. Consistency builds trust at scale
We have multiple moderators working across long hours, so consistency is critical.
We ensure:
- A unified tone of voice
- Clear handling of sensitive or negative comments
- Alignment with the charity’s values and messaging
So whether someone comments at 9am or 9pm, the experience feels the same.
4. Not all engagement is equal
Charity campaign ads linked to prize-draw partnerships attract a mix of audiences, including people unfamiliar with the charity.
That means:
- More questions
- More scepticism
- More misinformation or assumptions
Our role is to:
- Provide clarity without being defensive
- Educate and correct misconceptions carefully
- Keep conversations constructive
What this looks like in practice
These principles come to life in the day-to-day reality of moderating charity social channels during high-profile campaigns, such as Omaze, from a charity perspective. Here are some of the most common and complex scenarios we handle.
Building trust in real time
It’s common to see sceptical comments such as:
“This feels like a scam, where is the money actually going?”
Rather than ignoring or reacting defensively, we respond with calm, transparent information that explains how the campaign works and where funds go. This not only reassures the individual but also provides clarity for everyone else reading the thread – stopping misinformation before it spreads.
Handling sensitive narratives without fuelling them
High-visibility campaigns often attract familiar narratives, such as:
“Why is the CEO paid so much? I’d rather donate directly.”
These require careful handling. We acknowledge the concern, provide a clear and factual explanation and avoid prolonged back-and-forth. Crucially, we respond once per narrative, preventing threads from becoming dominated by repetitive debate while still maintaining transparency.
Managing volume without losing control
During peak campaign moments, it’s not unusual to see large volumes of near-identical or copy-paste comments.
Instead of engaging repeatedly, we:
- Respond once, clearly and publicly
- Hide or deprioritise duplicate comments
- Focus moderation time on meaningful engagement
This keeps conversations manageable and prevents negativity from overwhelming the feed.
Turning questions into opportunities
Charity ads for an Omaze campaign generate a high volume of logistical questions, particularly around eligibility and entry requirements.
Handled well, these are opportunities rather than challenges.
By providing clear, consistent answers and signposting to official information, we:
- Reduce confusion
- Remove barriers to entry
- Support overall campaign performance
Responding with care when it matters most
For charities like Centrepoint, campaigns can prompt people to share personal experiences or seek support.
In these moments, moderation goes beyond community management.
We respond with empathy, ensure boundaries are respected and signpost to appropriate support services, protecting both the individual and the charity while reinforcing trust.
Adapting to the unexpected
Some campaigns attract attention from unexpected audiences, including international engagement or non-English comments.
When this happens, we adapt quickly:
- Prioritising high-value engagement
- Adjusting workflows in real time
- Ensuring moderation remains effective within agreed resource
Why this matters for charities
Omaze campaigns can be high-reward for charities, but they’re also high-pressure.
And while creative, media spend and partnerships often take centre stage, moderation is what holds the experience together in real time.
Without it, even the most successful campaign can:
- Lose control of key narratives
- Miss opportunities to engage supporters
- Create avoidable reputational risk
Handled well, moderation:
- Strengthens trust with new audiences
- Encourages positive participation
- Reduces the impact of negative narratives
- Creates a better overall supporter experience
How Social AF supports high-volume campaigns
Our experience of supporting charities through high-volume fundraising partnership campaigns means we can offer:
As more charities explore large-scale fundraising partnerships, the demands on social media teams will only increase.
The question is no longer “Can we manage the comments?” It’s “How do we turn this level of engagement into something positive, controlled and aligned with our mission?”.
Find out more about Social AF’s Social Media Moderation services here.