The Power of We

On a November evening, I received the following text,
“Want to join our gift exchange? Gift price: $20.”

I thought, “$20 isn’t much.”

But then I remembered the Yogscast’s goat fundraiser and texted back:
“Can we take everyone’s $20 and donate it, instead?”

Nearly $200 was donated.

In December of 2011, the Yogscast – YouTube celebs – started a fundraising campaign. They asked users to donate money to purchase goats to send to families in Africa through Oxfam. In 25 days, their goal of £60,000 was reached via and Oxfam noticed their efforts!

2012 was bigger and better. A new goal of £200,000 was set and more than £210,000 was raised. A reward was given for reaching their target: a funny video.

What This Means

While a weaker economy may make individuals less likely to give, social media sites can turn a group of small contributions into something greater.

My $20 donation felt almost worthless, but the combined $200 felt powerful. Similarly, the Yogcast smashed both of their goals through sheer numbers. Both 2011 and 2012 campaigns average £16 per donation and their audience includes minors and adults.

Still not convinced? Check out Kickstarter, “a funding platform for creative projects” in the art and technology sectors. Statistically, it works.

Your Next Steps
  • Launch an online giving campaign.
  • Set a goal.
  • Create a hard deadline.
  • Spread the word and provide updates via social media.
  • Encourage open sharing about donations.
  • Offer a reward for reaching the target.

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