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http://www.theguardian.com/voluntary-sector-network/2014/dec/03/no-makeup-selfie-cancer-research-fundraising-benefit-quick-thinking

No-makeup selfie: Cancer Research's lesson on benefits of quick thinking



This article is about how the Research for cancer campaign trended so quickly and over night turned into a major fundraiser all because of social media.

• Within 24 hours, Cancer Research UK had received £1m in donations. Their next No-makeup selfie tweet reported this achievement and became the charity’s most retweeted tweet ever, with over 14,200 retweets. Following this tweet, the number of text donations hit their peak at more than 700,000.
• As No-makeup selfie went truly viral, Cancer Research UK kept the momentum alive. They promoted Facebook posts and reached out to as many supporters as possible, providing updates on donations, thanking donors and inspiring others to take part. They also drove the trend forward and cultivated their rush of new supporters by responding, retweeting and thanking as many people as possible.
• By the end of the week, Cancer Research UK had raised £8m. As a final thank you, they announced the money would be spent on ten important clinical trials that they previously couldn’t fund.

This is a really clever way of making people aware and support the charity even more. It gained a lot of donation in a way which was easy for individuals to give and a fun way to support the charity which was by taking a 'no makeup selfie'.