The Project
Leading children’s charity, Action for Children, enlisted StrawberrySocial to deliver full social media moderation and community management support during a high-profile Christmas fundraising campaign.
About Action for Children
Action for Children is a leading UK children’s charity, supporting vulnerable children, young people, and families through services, advocacy, and fundraising campaigns. Seasonal campaigns such as Christmas fundraising play a critical role in generating awareness and donations to support their work.
The Challenge
The Secret Santa Christmas campaign, starring Anna Maxwell Martin, generated immediate and widespread visibility across social media.
Paid Facebook ads attracted significant volumes of negative sentiment, including hostile comments and instances of hate speech directed at the charity’s CEO. Engagement was high, fast-moving and sustained across November and December, remaining intense right up to Christmas Eve.
At the same time, donors and supporters were actively engaging with the campaign. The internal team needed extended-hours coverage to ensure:
- Harmful content was managed appropriately
- Constructive discussion was handled carefully
- Donors received timely responses and acknowledgement
- The charity’s online environment remained safe and supportive
Project approach and implementation
StrawberrySocial provided full social media management and community moderation throughout the campaign period, including evenings, weekends and peak holiday moments.
Our moderation strategy ensured:
- Hate speech and abusive content were hidden swiftly
- Constructive criticism was allowed to remain where appropriate
- Sentiment and engagement trends were monitored in real time
When the Santaland video began generating stronger positive engagement, we pivoted the engagement strategy to amplify that content, helping shift the tone of conversation and reinforce positive momentum.
Every supporter interaction was acknowledged, even during the busiest periods.
Results and impact
- Campaign sentiment shifted from predominantly negative to largely positive following the release and amplification of the Santaland video
- Sustained high volumes of engagement were successfully managed throughout the festive period
- All donor and supporter interactions received timely acknowledgement, including during peak holiday moments
- Community tone improved, with a noticeable uplift in positive engagement on campaign content
We kept conversations under control, responded fast and backed the content that resonated, helping the campaign stay visible while safeguarding the charity’s community and donor trust during its most important fundraising period.
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