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 justgiving.org and Oxfam noticed their efforts!
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.
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.