Post by jefflint on Oct 8, 2014 9:46:35 GMT -5
The National Breast Cancer Foundation aims to inspire and give hope to people affected by breast cancer through early detection, education and support services. Founded in 1991 by a breast cancer survivor, the Foundation has grown in size to rival that of the other big breast cancer organizations. With October being Breast Cancer Awareness month the news media, social media and people everywhere are spreading the word and donating their time or money.
The NBCF has social media accounts on the major platforms including Twitter, Facebook and Instagram with 12,000 followers, 47,000 likes and 1,300 followers, respectively. They use their Twitter and Facebook mostly to foster conversation and support. They share news articles, health findings and feel good stories that their contributors share, like or comment on. I would say their engagement is pretty great all around, with a lot of focus on support and community when it comes to beating breast cancer.
As far as social media fundraising goes, for this Foundation, they utilize what I think can be a more effective strategy than in-house fundraising. They have converted their fans and supporters to fundraisers, much like a lot of nonprofits these days. This article from the IndyStar highlights “10 ways to support breast cancer without buying something pink.” Half way down the list you will see, “eat sushi, take a selfie,” where PF Changs has decided to donate a money every time someone eats sushi, or posts a selfie with PF Changs newly painted pink horse, stationed outside many of their restaurants. Using the hashtag “#paintPFchangspink” the money gets donated to the NBCF.
Also, Tennessee-based Sunbelt Bakery has implemented a social media campaign on their Twitter and Facebook accounts. An article from MarketWired says that for every “like” and follower they receive on their respected social media accounts. The company will donate up to $50,000, and have been doing the campaign for the last five years, and has raised over $350,000 for the NBCF.
Using the tactic of converting supporters and fans to fundraisers help nonprofits get much needed financing without having to expel their resources that could be concentrated elsewhere. This sort of crowdfunding/conversion allows the Foundation to not only keep and foster relationships with donors and supporters, but it allows them to tap into financial opportunities that they might have missed otherwise. The reason it works so well is because people start to feel connected to the organization, not only because they are raising money for the cause, but because they are physically and mentally engaged in the process, not just writing a check.
The NBCF has social media accounts on the major platforms including Twitter, Facebook and Instagram with 12,000 followers, 47,000 likes and 1,300 followers, respectively. They use their Twitter and Facebook mostly to foster conversation and support. They share news articles, health findings and feel good stories that their contributors share, like or comment on. I would say their engagement is pretty great all around, with a lot of focus on support and community when it comes to beating breast cancer.
As far as social media fundraising goes, for this Foundation, they utilize what I think can be a more effective strategy than in-house fundraising. They have converted their fans and supporters to fundraisers, much like a lot of nonprofits these days. This article from the IndyStar highlights “10 ways to support breast cancer without buying something pink.” Half way down the list you will see, “eat sushi, take a selfie,” where PF Changs has decided to donate a money every time someone eats sushi, or posts a selfie with PF Changs newly painted pink horse, stationed outside many of their restaurants. Using the hashtag “#paintPFchangspink” the money gets donated to the NBCF.
Also, Tennessee-based Sunbelt Bakery has implemented a social media campaign on their Twitter and Facebook accounts. An article from MarketWired says that for every “like” and follower they receive on their respected social media accounts. The company will donate up to $50,000, and have been doing the campaign for the last five years, and has raised over $350,000 for the NBCF.
Using the tactic of converting supporters and fans to fundraisers help nonprofits get much needed financing without having to expel their resources that could be concentrated elsewhere. This sort of crowdfunding/conversion allows the Foundation to not only keep and foster relationships with donors and supporters, but it allows them to tap into financial opportunities that they might have missed otherwise. The reason it works so well is because people start to feel connected to the organization, not only because they are raising money for the cause, but because they are physically and mentally engaged in the process, not just writing a check.
