Within the last week, I’ve participated in the two online fund-raising campaigns for very respected national and local organizations. Both campaigns actively used the Internet to spread their message and seek support through creative and very effective means.
Last week, the world learned of a 7.0 earthquake striking just off the coast of the capital of Haiti, Port-au-Prince. When crisis strikes anywhere in the world, many immediately turn their attention to the International Red Cross organization. The American Red Cross (http://www.redcross.org) was no exception. Rising to the cause, they reached out to millions of Americans by accepting $10 donations through text message. Word spread quickly through all social network sites (Facebook, Twitter, etc.) and even led to the first Presidential Tweet. Sure, we can get into the technicalities of how and when the money raised will actually reach Haiti, what cut each phone carrier will take from the bottom line, how many of the donations may go unpaid, and so on. It’s not important for this discussion. To date, the Red Cross has raised more than $20 millions dollars through very simple and accessible means. Well done!
In another arena, Chase Community Foundation was looking to award $1 million. Instead of the normal application process, followed by a review by some appointed board of authorities, Chase took a different direction. Recognizing the power of social networks, Chase partnered with Facebook to create a page where ‘fans’ could vote for the charity they viewed as most deserving. After Round One, 100 charities each received a $25,000 grant (see the press release). These charities are now in Round Two to win the $1 million top prize. The Friendship Circle (http://www.friendshipcircle.org) of West Bloomfield, MI in on the list of 100 and currently in the Top 5. The organization provides “…assistance and support to the families of children with special needs.” It’s an organization which has grown quickly and needs every dollar of support it can acquire. To support their campaign, they’ve turned to technology and creative advertising. First, they setup a web site specifically for the current campaign at VoteFC.com. Then to support the campaign, they took a page from the viral video craze (think flash mobs dancing to Michael Jackson’s Thriller in the middle of a European train station) and created their own. The video (see here) was shot at a recent Detroit Pistons game. As with the other viral videos, they created a scene, surprised the public, and got their message across. The video, web site, and a campaign to change Facebook profile photos to the VoteFC.com graphic are quickly sweeping across social networking circles. Absolutely amazing!
