Post by haywoodss on Oct 9, 2014 16:42:38 GMT -5
Melanoma Research Alliance (MRA) is a non-profit organization dedicated to finding new treatments for patients suffering from melanoma. Founded in 2007, MRA has helped raise over $60 million for 144 research programs around the world, according to the organization’s website. MRA's fundraising is the product of its unique collaborations with individuals, private foundations and corporations.
According to Yahoo Finance, a recent joint-campaign with L’Oreal Paris called “It’s THAT Worth It” has taken advantage of all types of multimedia, specifically social media through the use of YouTube videos and more importantly, Thundercat. PR Newsire states that the three-year partnership with L’Oreal Paris automatically grants MRA with a $750,000 donation from the cosmetics brand to help find a cure to melanoma. Besides this generous donation, L’Oreal Paris most likely succeeds the most due to the use of celebrity endorsements from Diane Keaton, Lea Michele and Eva Longoria – which Sarah Milston of The Spark Mill stressed was key in fundraising. In our Google Hangout with Sarah Milston, she also reflected on how seeing the actual prices and numbers of things for the cause draw donators in. Links on almost all of their social media platforms offer quick donation options guaranteeing that 100% of any donation goes directly to MRA, and this provides comfort to people interested in donating.
By using the social media outlet Thunderclap, L’Oreal Paris and MRA’s single message got shared to the masses (along with the campaign hashtag, #itsthatworthit) by amplifying it through all the social media accounts (Twitter, Facebook and/or Tumblr) of one user. The Thunderclap cause (which gave a set end date to gather donations and influence a sense of urgency) ended this May and reached a whopping 7 million people and exceeded its goal of supporters with 2,764 active donators.
In our Google Hangout with Gloria Huang of FEMA, she discussed how donators are more likely to give if there is one quick step to allow them to do so, and how the importance of a long-term relationship with a non-profit goes a long way. I think L’Oreal Paris and MRA’s use of Thunderclap was a great social media choice in terms of fundraising, as a quick and simple share on one’s regular social media account ultimately resulted in a mass share with people from all over the world with the similar interest of giving back to a non-profit. This easy process benefited MRA in a huge way, because so many people were willing to donate due to the simplicity behind the joint-campaign.
According to Yahoo Finance, a recent joint-campaign with L’Oreal Paris called “It’s THAT Worth It” has taken advantage of all types of multimedia, specifically social media through the use of YouTube videos and more importantly, Thundercat. PR Newsire states that the three-year partnership with L’Oreal Paris automatically grants MRA with a $750,000 donation from the cosmetics brand to help find a cure to melanoma. Besides this generous donation, L’Oreal Paris most likely succeeds the most due to the use of celebrity endorsements from Diane Keaton, Lea Michele and Eva Longoria – which Sarah Milston of The Spark Mill stressed was key in fundraising. In our Google Hangout with Sarah Milston, she also reflected on how seeing the actual prices and numbers of things for the cause draw donators in. Links on almost all of their social media platforms offer quick donation options guaranteeing that 100% of any donation goes directly to MRA, and this provides comfort to people interested in donating.
By using the social media outlet Thunderclap, L’Oreal Paris and MRA’s single message got shared to the masses (along with the campaign hashtag, #itsthatworthit) by amplifying it through all the social media accounts (Twitter, Facebook and/or Tumblr) of one user. The Thunderclap cause (which gave a set end date to gather donations and influence a sense of urgency) ended this May and reached a whopping 7 million people and exceeded its goal of supporters with 2,764 active donators.
In our Google Hangout with Gloria Huang of FEMA, she discussed how donators are more likely to give if there is one quick step to allow them to do so, and how the importance of a long-term relationship with a non-profit goes a long way. I think L’Oreal Paris and MRA’s use of Thunderclap was a great social media choice in terms of fundraising, as a quick and simple share on one’s regular social media account ultimately resulted in a mass share with people from all over the world with the similar interest of giving back to a non-profit. This easy process benefited MRA in a huge way, because so many people were willing to donate due to the simplicity behind the joint-campaign.