By Seb Joseph

Comic Relief, British Heart Foundation and Asthma UK are among a flurry of charities looking to expand their limited digital expertise beyond social media to people and services as they shift priorities from just awareness to understanding their audiences.

Almost a year on from the viral hit that was the Ice Bucket Challenge, many charities have been content to hail it as the holy grail of charity marketing. But replicating this global phenomenon is high risk as it is so unpredictable, causing some charities to resist the urge to pump money into viral content and instead co-opt the stunt’s capacity to Read full story ›

Source: The Drum