How social and mainstream media coverage correlated with donations to Sir Captain Tom Moore’s record-breaking charitable achievements

Regular visitors to PRmoment will have seen our interview with Daisy Craydon, the PR who played such an important role in creating the media coverage around Captain Tom’s record-breaking fundraising campaign for the NHS.

There were many at the time who suggested that anyone who was hesitant or doubtful about the potential impact of public relations - should look at the £32,795,065 Sir Tom’s campaign raised!

Carma has completed an in-depth report correlating the media coverage about Sir Tom and donations to the campaign.

Mainstream and social media volume with JustGiving donations

Apparently they sourced and analysed more than 72,600 global media items and almost 900,000 social media posts! This was then compared with global search data, website analytics and the daily JustGiving donations to show the correlation between the coverage and the level of donations.

This graph that show the incredible volume of coverage that lead to the story capturing the public’s mood both in the UK and across the world.

Global campaign overview

It's also interesting to compare the extent to which the global search habits dates (in the chart below) mirror the media coverage in the graph above.

Global search and JustGiving visits during the campaign

The full report is available to download here.


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