Background Pancreatic Cancer UK is dedicated to supporting patients, families and researchers in the fight against pancreatic cancer. Ensuring that every supporter feels heard, valued and connected is central to their mission. As the charity expanded its supporter engagement efforts, it became clear that managing high volumes of messages and calls while maintaining a personal […]
The rise of AI has transformed the way some charities manage their digital communities. Automated filters, sentiment analysis, and AI-powered triage tools are becoming more common. They may make life easier for social teams handling thousands of comments during busy campaigns, but while AI can accelerate processes and reduce workload, there’s one area where it […]
Parkinson’s UK supports thousands of people through one of the most active condition-specific forums in the UK and a fast-growing Facebook community. As conversations became more complex and member needs intensified, the charity recognised the need for expert, human-first forum moderation and support. Freya Kendall, who leads social media and digital community engagement at Parkinson’s […]
Social media vanity metrics like likes and shares are easy to track, but for charities, the real value of online engagement goes far deeper. The true impact comes from how communities are managed. Thoughtful moderation creates safe, responsive spaces where supporters feel heard and valued, and that drives long-term retention, advocacy, and ultimately, fundraising success. […]
Social media moderation isn’t just about deleting posts or enforcing rules – it’s about shaping the atmosphere of your online community. For charities, where conversations often touch on deeply personal or emotive issues, the way you speak matters as much as what you say. A thoughtful tone of voice can calm tensions, encourage empathy, and […]
Running a successful charity Facebook Challenge isn’t just about the finish line – it’s about keeping people motivated along the way. Our “content queen,” Claire, reviewed the best-performing posts from recent challenges to pull together the insights in this blog and reveal what has been driving engagement in charity Facebook Challenges. In our experience of […]
For charities, toxicity on social media can silence supporters, spread harmful misinformation, and undo weeks, or even months, of hard work in just minutes. At Social AF, we understand the unique challenges of managing digital spaces in 2025: from AI-powered spam to platforms scaling back moderation and fuelling divisive conversations, to the rapid spread of […]
We talk a lot about the risks charities face on social media – trolls, misinformation, backlash, safeguarding concerns. But what about the people dealing with all of that, quietly, behind the screen? Because here’s the truth: if your organisation is online, your comms team is doing a lot more than creating content. They’re doing frontline […]
We’ve all seen it happen: one post sparks a flurry of negativity, confusion, or anger. Suddenly, the comments section is on fire, your team’s WhatsApp is buzzing, and you’re wondering how something with good intentions went so wrong. The truth is, no matter how carefully you craft your message, every charity with a public voice […]