Charity 2.0
by asi
Last week Alicja my account director asked me to look at the ways in which charity organisations utilise digital communications and web 2.0 approaches / tools for their marketing communications. As I mentioned in the previous post, with the help of some blog buddies I did a little research and found some interesting works, although I must say that I was hoping to find some more.
ONE / Make Poverty History:
This organisation is heading the list with lots of new-media and interactive goodies on its website such as:
- One Podcast
- One photos – straight link to Flickr to a huge collection of pics tagged as onecampaign
- One digital tool bar – fantastic kit that helps you stay in touch with the campaign and helps generate word of mouth.
- Where is one? An interactive map of group activists – everyone can start a virtual group
- Get an Avatar with ONE T-shirt
Apart from that, most of the Make Poverty History old videos are on YouTube and the virtual G8 rally in Edinburgh gathered 50K participants.
American Cancer Society
Only recently, the Second Life Relay For Life raised more than $40,000 and attracted more than 1,000 participants walk in the 24 hour walkathon event.
NSPCC
They used to have a Bebo profile which I couldn’t find and email campaign by Naked: ‘Lobby in your lunch hour’.
Greenpeace
Their latest environmental campaign to target Apple users is fantastic and has great UGC ingredients where users can create ads for the campaign, design a T-shirt or create alternative Steve Jobs speech – great stuff.
Please let me know if you had another good example and I’ll add it to the list. Thanks
update: great post on the subject at Robin Good (via Karl Long)