March 13, 2013

How to build awareness for your campaign

Photo courtesy of unicefiran (Creative Commons)

Social media, data & messaging are among the key ingredients

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, social media strategists, educators.

Guest post by Mary Joyce

Whether you run a nonprofit, a social enterprise or a cause organization, it’s likely that at some point you run up against the barrier we’ve all faced: How do I get the word out about this amazing campaign?

Here are seven steps that we’ve found make a good blueprint on how to build visibility and awareness so that you can then move people to take action and create impact.

Identify your targets and supporters

1There are two types of audiences that you most likely need to take action for you to achieve your goal: targets and supporters. Targets are the people who have the direct power to give you what you want. They are often officials who have the authority to make policy changes. The target could be a government minister or the principal of your school. When the target takes action, your goal is achieved. Continue reading

November 13, 2012

New campaign: Give Up a Gift for Africa

Photo by Shannon Hoff via CreativeCommons

Turn a stocking stuffer into a donation this Christmas

Guest post by Shelly Lawrence
African Children’s Choir

The world famous African Children’s Choir is launching their Christmas campaign, Give Up a Gift for Africa.

The campaign encourages parents to make a donation to The African Children’s Choir as a stocking stuffer gift for their child. Once the donation has been made, the parent will receive a link to a printable Christmas card via email. Once they’ve printed it, they can put it into the child’s stocking as a thank you. Continue reading

July 12, 2012

Slap Cancer: 5 lessons from a successful cause campaign

Target audience: Nonprofits, cause organizations, foundations, NGOs, fundraisers.

JD LasicaI‘ve seen my share of fundraising campaigns over the years, but one of the most impressive has to be the campaign put on by Brianna Haag and her team of volunteers for the Leukemia & Lymphoma Society.

The nonprofit’s fundraising competition, which started 22 years ago and now exists in 73 chapters of the organization nationwide, generated some great events at the local level this year. Coming out on top was Slap Cancer, a 10-week series of events in the San Francisco Bay Area that raised $207,000 for blood cancer research and garnered Brianna honors as the Society’s Woman of the Year.

Brianna shared her thoughts on how other organizations can use social media and event planning to hit their fundraising goals in this 6-minute video interview on Vimeo. Continue reading

March 20, 2012

My Social Strand: A social media campaign worth sharing

A game with a serious underlying message about joining the marrow donor registry

Target audience: Nonprofits, foundations, NGOs, social enterprises, cause organizations, do-gooders, private citizens.

Guest post by Lynn Treadwell

Be the Match, run by the National Marrow Donor Program, is tapping into people’s online social networks to educate in an entertaining way. And we just launched a fun new social media campaign called My Social Strand that we hope you’ll find not only worth sharing but perhaps worth emulating with your own organization.

Through Facebook Connect, users can create a dynamic and highly personalized infographic that reflects, with some good humor, the individual’s personality, activities, relationships and more.

For example, my own personal My Social Strand profile shows me to be an optimist. Some 25% of my friends are, like me, Nerds & Proud. And the No. 1 song on the day I was married is “My Life Would Suck without You,” by Kelly Clarkson (and it’s so true!). Woefully, I also learned that three of my Facebook friends are likely to be affected by leukemia during their lifetime.

And that’s the point. Woven through this social network game is education about the need for people to join Be The Match Registry operated by the National Marrow Donor Program, which has been helping patients receive the transplants they need for more than 20 years. If you don’t know anyone who’s yet been affected by cancer, you likely will. In fact, each year, more than 10,000 patients in the United States are diagnosed with a life-threatening leukemia or lymphoma, and their best or only hope of a cure is a transplant from an unrelated adult donor or umbilical cord blood unit.

Ultimately, the goal of My Social Strand is to show people that everyone is unique, yet connected in some way. So any one person could save a life by joining the Be The Match Registry.

Visit and learn more about the new effort. Better yet, why not join the 9.5 million other registered potential marrow donors at BeTheMatch.

Lynn Treadwell is supervisor, Interactive Development and Communications, of
BeTheMatch and its My Social Strand campaign. Follow BeTheMatch on Facebook and on Twitter. Follow Lynn at @lynntreadwell.
March 15, 2012

A digital storytelling campaign that went viral

How one nonprofit’s Click to Donate fundraiser succeeded

Lauren MajorImagine if making $5,000 for your nonprofit cause were as easy as clicking a button. This nonprofit did, and its cause went viral.

The Hoshyar Foundation, a nonprofit aimed at educating girls in Pakistan, created an online presentation with software company Sliderocket, which with each view made a $1 donation up to $5,000. It’s a good thing Sliderocket put a cap on it, or the company would be out over $173,000. The presentation (see above) went viral, reaching around 30,000 views within the first month.

It also went global, an unexpected bonus for Hoshyar, a small organization that previously received donations from only a small group of patrons. Now, contributions and efforts are sent from countries all over the world like Spain and Greece. News even reached Dubai, where a curator of art exhibitions wants to present the video at an upcoming show for Mona Naqsh, a Pakistani artist. The U.S. donors have grown as well. “We get a steady trickle of PayPal donations every day as a result of this video,” says Carla Petievich, executive director and co-founder.

How did Hoshyar do it? A member of the board showed the organization to Sliderocket, leading to Sliderocket’s decision to pair social good with launching its new product. Sliderocket allows users to create interactive presentations more like Web pages than PowerPoints.

The presentation spread like wildfire – a vivid example of how professionally produced multimedia can make a difference.

Hoshyar hired a media company with a strong knowledge of storytelling and the technical know-how of creating visually stunning images. Creative director and copywriter Ted Cooper partnered with Sliderocket to create the presentation for Hoshyar. The story was designed to pull at the heartstrings of potential donors and motivate them with a straightforward, simple call-to-action — to “just click to make a difference”. Hoshyar e-mailed the presentation to its list of around 400 friends and donors, and then watched the presentation spread like wildfire – a vivid example of how professionally produced multimedia can make a difference. Continue reading

January 20, 2012

How NGOs can use social media to combat poverty

Socialbrite presents at the United Nations today

JD LasicaToday my Socialbrite partner Shonali Burke and I are giving a presentation to NGOs (nongovernmental organizations) at the United Nations.

Back in November, an invitation flew into our laps from Amine Lamrabat of the Civil Society and Outreach Unit (CSOU), Division for Social Policy and Development (DSPD), Department of Economic and Social Affairs (DESA). By gosh, when it comes to acronyms, nobody beats the UN!

The department is focusing in the new year on marshalling resources to combat poverty — quite a challenge, considering up to 80 percent of the world’s 7 billion people live in poverty or near-poverty conditions. (See stats from the World Bank.) So we tailored our presentation to highlight the work of some international nonprofits that are making an impact, especially in the developing world (or Global South, as some call it), including:

Send a Cow, a UK-based nonprofit that is helping African farmers create a sustainable ecosystem and a process of paying it forward. Farmers who are helped, with training on how to grow crops in harsh climates, agree to pass that knowledge on to other farmers — along with a first-born calf. Send a Cow helps African farmers grow enough food to feed their families, sell their produce, start small businesses and rise out of poverty. They do a nice job with their website, produce high-quality videos and are growing a fan base on Twitter and Facebook, though we couldn’t spot any online fundraising or mobile efforts.

USA for UNHCR’s Blue Key campaign, which Shonali is overseeing, has built a nice community over the past year, with occasional tweet-a-thons to raise funds, $5 per key, and awareness about the plight of refugees.

• In my view, charity: water has made the most astonishing use of social media and new media, with breathtakingly good videos, multimedia, photography and smart ways to mobilize social networks. Check out the story of charity: water video they did for their 5-year anniversary as well as the new WaterForward campaign. Also, see the video How charity: water changes lives through multimedia and find your charity: water project on a map — I’ve been using on that in my presentations for years. Continue reading