St. Jude Children’s Research Hospital: Nonprofit Social Media

This week I decided to randomly choose a well-known nonprofit company and evaluate their social media presence. St. Jude Children’s Research Hospital is one of my favorite nonprofits and was the first one that came to mind.

Their website really impressed me. Not only does St. Jude have links to all of their social media on their homepage, but they also have a  page specifically dedicated to their Social Media Toolkit.

The Social Media Toolkit contains links to St. Jude’s Facebook, LinkedIn, Twitter, YouTube channel and even their MySpace (MySpace?!). This site also features their RSS feeds, donation widgets, blogs, PSA banners for personal websites and even a St. Jude News toolbar for web browsers.

After seeing all this, I was excited to see what else they were doing with their social media.

The Facebook for St. Jude is really developed. Not only do they have the basic wall, photos, and information tabs, but there are also tabs for the Patient of the Month, Game Day Gives Back (tips for hosting a game-day party that benefits St. Jude), the St. Jude on-line store, as well as a donation page. The information page alone is an extremely great resource for anyone interested in learning more about St. Jude Children’s Research Hospital, with links to St. Jude’s YouTube, LinkedIn, Twitter, Social Media Toolkit, MySpace and their website.

I think Twitter is great, but one thing that irks me is when I get bombarded with tweets from an organization and then don’t hear anything from them for a while. Between the 15th and 21st of January, St. Jude tweeted twelve times (approximately 1.71 times per day). 1.71 tweets per day is enough to make a daily presence without being overwhelming. Here is a breakdown of their tweets for this week-long period.

  • 4 Customer service (answering questions, thanking donors, etc.)
  • 2 Links to St. Jude News on the St. Jude website
  • 1 Link to St. Jude News from an outside source
  • 1 Link to a St. Jude photo album
  • 1 Link to how individuals can help

LinkedIn Group
The St. Jude LinkedIn Group is the least developed when compared to their other social media platforms (even MySpace). There is some spam on the site, specifically the promotions page and some on the discussion board, which is distracting from the real content. All in all there is no real benefit to being a member of this group.

YouTube Channel
THIS is my favorite. I can’t stop watching it. Even as I type this, I have another window open and playing St. Jude videos. My St. Jude (the name of their YouTube channel) features six playlists.

  • Patient Stories: I dare you to watch these and NOT cry, it’s basically impossible.
  • St. Jude Volunteers
  • Up ’til Dawn: Featuring information on St. Jude’s Up ’til Dawn campaign.
  • Fox Sports supports St. Jude
  • St. Jude Sports
  • Country Cares for Kids: Videos and interviews from the Country Cares for St. Jude Kids program.

Now, about that MySpace
This page is pretty basic, but that isn’t surprising, seeing as MySpace is a dying breed in the social media circle of life. This page features a short background on St. Jude and a video about the founder of St. Jude Children’s Research Hospital, Danny Thomas.

My one-word reaction: Speechless.

St. Jude Children’s Research Hospital is doing great things in the world of social media. They have found a way to connect with their audience on a variety of different platforms without making it seem like they are begging for donations. St. Jude focuses on their mission, the children they help and the people who help make St. Jude a success.

After exhausting all of St. Jude’s social media, I decided I am going to drop out of school to move to Memphis, Tennessee and volunteer at St. Jude for the rest of my life.

Well, maybe not, but a girl can dream though, right? For now, I’ll stick to being St. Jude Children’s Research Hospital’s number one fan.

Photo courtesy of St. Jude Children’s Research Hospital
YouTube video via


One thought on “St. Jude Children’s Research Hospital: Nonprofit Social Media

  1. Pingback: Tweets that mention St. Jude Children’s Research Hospital: Nonprofit Social Media « Nonprofits & Social Media --

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