Post by clementsbs on Oct 9, 2014 19:28:24 GMT -5
Fundraising can provide non-profit organizations with many opportunities that would be unachievable without the help of supporters and donors. The way these organizations obtain donors can be a challenge and often requires a lot of creativity in order to continue funding for the organization’s activities. Many times, organizations, especially non-profit organizations, take to social media in order to share their message, expand their audience and hopefully attract more supporters who can donate to their cause.
UNICEF, an organization known for being a leader in social media use in the non-profit sector, recently had a creative and slightly controversial campaign emphasizing “Likes don’t save Lives.” The campaign focused on the idea that likes do not provide the funding for the life-saving work done by UNICEF and urged followers to donate, no matter what amount.
The campaign was a direct result of the emphasis on collecting Facebook “likes” by businesses and organizations alike in 2013. As mentioned by The Guardian, UNICEF wanted to see how social media, a perfect platform to raise awareness for an organization’s actions, can actually cause an effect. “What if people’s involvement stops after the click of a like button?”
The campaign not only utilized print media and material for TV, radio and press, they also developed four videos to be used, mostly on social media. The Guardian discusses the campaign’s emphasis on “slacktivism,” which challenged the “misconception of the importance of likes.”
The campaign has proved to be controversial due to the direct nature, but controversial is not necessarily negative. Although risky, particularly for a non-profit, an organization of this size has more of a following that will not turn away from a direct nudge to donate. As pointed out by NonProfitHub, this campaign attracts the attention of followers and makes them want to act. The campaign is bold: it catches the attention of the reader.
Due to it’s size, UNICEF focuses less on online funding sites such as GoFundMe, Crowdrise or YouCaring and more on funding through it’s own website (unicef.se). As mentioned in the lecture, UNICEF does relate a specific amount of money to a specific result. One of their campaign materials reads, “Please buy polio vaccine at unicef.se. It will only cost you 4 euro, but will save the lives of 12 children.”
While the technique used by UNICEF is not one that can be executed by many smaller non-profits, their bold campaign strategy encouraged followers not only to like, but also act and donate to their cause.
Sources:
www.nonprofithub.org/social-media/the-top-4-nonprofit-social-media-campaigns-of-2013-and-what-you-can-learn/
www.theguardian.com/sustainable-business/likes-dont-save-lives-unicef-social-media
UNICEF, an organization known for being a leader in social media use in the non-profit sector, recently had a creative and slightly controversial campaign emphasizing “Likes don’t save Lives.” The campaign focused on the idea that likes do not provide the funding for the life-saving work done by UNICEF and urged followers to donate, no matter what amount.
The campaign was a direct result of the emphasis on collecting Facebook “likes” by businesses and organizations alike in 2013. As mentioned by The Guardian, UNICEF wanted to see how social media, a perfect platform to raise awareness for an organization’s actions, can actually cause an effect. “What if people’s involvement stops after the click of a like button?”
The campaign not only utilized print media and material for TV, radio and press, they also developed four videos to be used, mostly on social media. The Guardian discusses the campaign’s emphasis on “slacktivism,” which challenged the “misconception of the importance of likes.”
The campaign has proved to be controversial due to the direct nature, but controversial is not necessarily negative. Although risky, particularly for a non-profit, an organization of this size has more of a following that will not turn away from a direct nudge to donate. As pointed out by NonProfitHub, this campaign attracts the attention of followers and makes them want to act. The campaign is bold: it catches the attention of the reader.
Due to it’s size, UNICEF focuses less on online funding sites such as GoFundMe, Crowdrise or YouCaring and more on funding through it’s own website (unicef.se). As mentioned in the lecture, UNICEF does relate a specific amount of money to a specific result. One of their campaign materials reads, “Please buy polio vaccine at unicef.se. It will only cost you 4 euro, but will save the lives of 12 children.”
While the technique used by UNICEF is not one that can be executed by many smaller non-profits, their bold campaign strategy encouraged followers not only to like, but also act and donate to their cause.
Sources:
www.nonprofithub.org/social-media/the-top-4-nonprofit-social-media-campaigns-of-2013-and-what-you-can-learn/
www.theguardian.com/sustainable-business/likes-dont-save-lives-unicef-social-media