4 Ways Companies and Causes Can Partner for Good on Facebook
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Many social causes have utilized Facebook to engage supporters and increase donations. A new white paper from the Cause Marketing Forum shows four successful ways non-profit organizations can use Facebook successfully.
1. Like-for-Donation
Small, $1 donations are made to an organization every time a user clicks the “like” button. This type of donation platform is simple for organizations to implement and
therefore is the most popular tactic.
2. Simple-Action-for-Donation
Users can complete simple actions such as posting a picture, video or comment on an organization’s Facebook page which will unlock a donation. These campaigns utilize the “six degrees of separation” on Facebook and organically spread an organization’s message.
3. Interactive-Action-for-Donation
Some organizations use custom-designed applications such as fundraising apps and games, which drastically increase user activity. These apps enable cause marketers to drive user donations or actions and implement matching donation campaigns.
4. Voting Campaigns
The final type of campaign offers a cash prize to the causes that gather the most votes. For example, in 2010 ‘Pepsi Refresh ‘announced it would donate nearly $20 million to local organizations and causes via a Facebook campaign where users nominated the organizations and charities to receive Pepsi’s donations.
These voting campaigns have been successful in attracting attention, awareness, excitement and engagement in an otherwise cluttered social space.
We expect that cause campaigns will continue to excel in the social media realm, leading to deeper engagement with causes.
