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Cause marketing campaigns making an impact

Guest — Tue, 10 Jan 2012 13:11:58 +0000

These nonprofits are teaming up with corporations to make a difference

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, businesses, brands, CSR professionals, marketing managers.

Guest post by Daryn Sung-Lee, for Vivanista

At Vivanista we believe that we all have a bit of philanthropist inside us. Beneath the protective masks we put on lays the innate desire to do good. Cause marketing, where a company partners with a cause like breast cancer research or a charity donates funds to tsunami relief, enables regular people to consume mainstream products while doing their small part.

Although there’s nothing like good old-fashioned hands-on philanthropy, it does give causes and nonprofits the visibility and marketing resources they couldn’t get on their own. eBay, the world’s largest e-commerce company, is breaking ground in the world of cause marketing. They started an in-house cause called Giving Works in 2003, which allows eBay users to donate money to any cause of their choice. Basically, users can choose to donate money along with a purchase, or donate a percentage of whatever they sell to an organization. In this way, eBay has made it incredibly easy for thousands of nonprofits, big or small, to receive funds and visibility.

With Twitter and Facebook making it even easier to become informed about local and world causes and charities, and with support from businesses, cause marketing is beginning to make a difference

Last year Microsoft’s Bing search engine received the Cause Marketing Halo Award, given by the Cause Marketing Forum, for their partnership with DonorsChoose.org. With the cause of education in mind, both organizations sponsored a contest called Our School Needs, where students from schools across the nation sent videos, pictures and essays explaining their schools’ needs. Bing and DonorsChoose were responsible for donations and projects in schools across all 50 states. As a result of the contest, children gained a familiarity with social media tools like Twitter, blogs, playlists and YouTube, which they used to submit their schools to the contest.

Coca-Cola is also in the mood for philanthropy. The company teamed up with the polar bear-loving World Wildlife Fund to turn the classic red cans white during the holidays. Along with donating $2 million right off the bat, the white packaging, which appeared on such Coke drinks as Coca-Cola Zero and Diet Coke, helped to raise awareness for the conservation of the polar bears’ natural habitat. Cola drinkers were able to text in dollar donations to WWF as well as donate online at ArcticHome.com. It is widely known that the polar bear is the symbol of Coke’s cool, refreshing taste. What better way to return the favor then by fighting for the greatly threatened habitat of these majestic animals?

Sure, when your company is making millions of dollars, it’s easy to pick a charity out of a hat and throw money at it, all while marketing your products. But for the ongoing cause marketing campaigns mentioned above and many others like them, this is simply not the case. As with Bing’s Our School Needs fundraiser and eBay’s massive effort to raise money for thousands of causes, the companies went to the people for philanthropic direction. Through social and online media, the people themselves were able to decide what, where and to whom their donations were going to.

With social tools like Twitter and Facebook making it even easier to become informed about local and world causes and charities, and with a little support from businesses, cause marketing might see an explosion in popularity in the near future.

This article originally appeared at Vivanista.com and is republished with permission.

Photos above from Flickr by: roitberg, USFWSAlaska, calvinfleming, Jochen Siegle/TechShowNetwork

Daryn Sung-Lee is in his junior year at San Francisco State University, studying broadcast and electronic communications. As a native of San Jose, Daryn has a first-hand understanding of the supportive, community-based nature of the Bay Area.

The post Cause marketing campaigns making an impact appeared first on Socialbrite.

What social fundraising means for your nonprofit

Mon, 12 Sep 2011 13:00:18 +0000

Has Social Media Fundraising Finally Arrived?

View more presentations from Debra Askanase

A look at the growing phenomenon of social media fundraising

Target audience: Nonprofits, NGOs, cause organizations, fundraising executives, social media managers, donors.

This article is part of our series on social fundraising.

I’ve been looking forward to the promise of “social media+fundraising” for a while now. There are plenty of fundraising solutions that leverage social media, relying on fundraisers to tweet, share, and post their fundraising pages to their social networks. There are also fundraising solutions that fully rely on and live within a social platform, such as a Facebook fundraising application or a fundraising widget you place on your blog. Then there is the newest evolution: fundraising that innately uses social media as a platform.

In the slide presentation above, I review the three categories of social media fundraising and my thoughts about how social media fundraising has finally arrived in a real way.

Sharing is huge

A report from Share This states that sharing generates more than 10% of all internet traffic. In order of frequency, most people click on links shared within Facebook, followed by “other” (blogs, social bookmarking, etc.), email, and Twitter. Facebook is the largest sharing channel, at 38%, which is why so many online fundraising pages are shared and shared again on Facebook.

Social fundraising is growing

By all definitions, online fundraising is growing. Social fundraising is also growing. Network for Good’s online giving study’s quarterly giving index illustrates that, despite the current poor economic outlook, social giving is still rising. In Q1 and Q2 of 2011, social giving increased (though Q1 giving may have been skewed by Japan tsunami relief fundraising). The 2011 Nonprofit Social Network Benchmark Report of US nonprofit social media fundraising reports that Facebook is the social media platform most nonprofits are using if they are participating in social media fundraising, though it is still a very small percentage who have raised significant money using Facebook.

Social sharing of fundraising pages yields results: Social media fundraising that leverages social networks

When fundraisers share their fundraising pages to their social networks, giving increases. Blackbaud recently issued a report and created an infographic about the power of peer-to-peer sharing. Blackbaud found that Twitter and Facebook posts convert 0.25% of impressions into donations. It also found that Twitter users increased donations nearly 10x more than those who did not use Twitter. FirstGiving found that for every share to Facebook, 5 people returned to a fundraising page. FirstGiving also found that the value of a share to Facebook was worth $10.87 in donations.

Peer to peer online donation solutions (such as FirstGiving, Razoo, Crowdrise, Donors Choose) where a fundraiser creates a fundraising page and shares that page are increasingly being used by nonprofit organizations, and the culture of online donations is growing. Sometimes these solutions are also called social media fundraising, because they rely so heavily on social media for amplification. These solutions are ideal for leveraging an organization’s base, and increasing donations through personal social network sharing. However, it’s just as important that the nonprofit also have a vibrant social media presence to amplify these efforts and engage with fundraisers.

Giving that relies on or lives exclusively within a social network

Social media fundraising can also be defined as fundraising that happens within a social network, rather than shared to the network. Most examples of these fundraising solutions live within Facebook. Examples include Causes, the What Gives or FirstGiving fundraising tabs that you can add to a Facebook page or profile, fundraising applications developed for a Facebook Page. These fundraising solutions rely on Facebook to thrive: You have to connect using Facebook, and they count on fundraisers sharing with their Facebook friends for amplification. Other examples include Google Checkout for nonprofits on YouTube or fundraising widgets placed on a blog. This type of fundraising is growing, but certainly is not mainstream, and best used where you have a fair number of supporters and know you can energize them.

Innately using a social platform for donations

What if someone could donate just by tweeting, posting an update, Liking a comment on Facebook, giving a LinkedIn recommendation or writing a blog post?

Here is the promise of social media fundraising. What if someone could donate just by tweeting, posting an update, Liking a comment on Facebook, giving a LinkedIn recommendation, or writing a blog post? This is the true the convergence of social media and fundraising. A few companies are offering these types of social media fundraising solutions: Help Attack!, Twitpay, and Givey.co.uk.

With Help Attack! (featured later in this series), fundraisers can choose to give by assigning tweets, Facebook posts, using certain key words or hashtags, etc., until they reach their pledge amount. Givey and Twitpay offer similar services, but neither is as developed or offer as many ways to give as Help Attack! A fundraising solution like these are great to use during an online or fundraising campaign to raise awareness, increase donations within a limited amount of time, and energize your base. I suspect that you’ll also need to educate your fundraisers about this brand new way of fundraising merely by tweeting or posting.

I think the future of social media fundraising has just arrived. I can’t wait to see how it matures.

What do you think? Have a favorite fundraising tool? Please share in the comments!