Facebook has been used for many reasons but none quite as noble as the Anthony Nolan Trust. The Anthony Nolan trust was set up to raise awareness of leukaemia; it is a non-profit organisation which proudly claims to be the most successful bone marrow register in the UK. In an attempt to broaden its awareness the Anthony Nolan Trust created a group on Facebook. This is an easy and free way to spread their message to a new audience. This changed the image of Facebook from just another social networking site to a positive platform for non-profit organisations to raise awareness; Facebook doesn’t have a problem with this because it gives them good publicity.
This groups clear aim is to get members to register and donate bone marrow. This makes it instantly noticeable as a charity and provides it with a positive image. The way this image is created is through user generated content. There is just enough information provided by admins to know the aims of this group but most of the content comes from people advertising their contribution to the charity. This is done in many ways, for example people posting comments involving dates and locations of upcoming charity events which they are taking part in. This is a very unique component to the Facebook group because it informs other people about events they could possibly take part in like, marathons or fundraisers. The publicity this Facebook group generates for external charity events is its most appealing and most noticeable feature. Another form of user generated content if through uploading personal pictures of charity events people have taken part in. With over 7,700 members there is a lot of content to encourage people to join.
The Anthony Nolan Facebook group does also advertise its official website and other related websites spreading its motto ‘The Anthony Nolan Trust takes back the lives from leukaemia’.
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