AcademyNew! Background, theory, interviews and cases on non-profit advertising and marketing for social causes.
Anyone who has been involved in a social-media-based fundraising effort knows that getting attention and shares is easy, but conversion’s another story.
A few years ago, we helped the University of Ottawa Heart Institute brand, produce and spread an online campaign for Mother’s Day, featuring Olympic medallist Joannie Rochette. The iheartmom.ca campaign was popular among figure skating fans and women’s health advocates on Facebook and Twitter, as well as on related blogs worldwide, but fell short of its ambitious fundraising goals. (It ended up with a second life, however, as Joannie Rochette took “ownership” of the brand for her ongoing fundraising efforts for UOHI.)
A great cause, a charismatic spokesperson and a memorable brand. So what happened?
The problem was the limitation of Facebook, our primary medium. We set up a fundraising page at causes.com, which at that time had pretty good connectivity with Facebook. But while people happily joined, they were wary of giving their financial information once they left the “safety” of their social platform for a third party.
Currently, the standard practice is still to “link out” to a secure e-commerce application run by the registered charity or not-for-profit on its site. But again, there is the barrier of extra clicks, leaving your comfort zone, and spending time filling out more forms. But that all may change very soon.
Toronto’s Artez Interactive — a company that specializes in multi-platform online fundraising — has just launched the Friendship Powered Fundraising (FPF) app for Facebook.
See a video demo after the break.
(Image via Straylight Press. Copyright protected.)
Tony’s hard-hitting photos have garnered worldwide attention, through shows and blogs. For his follow-up project, Live Through This, Tony got in deep. He allowed the life of one “User”, Stephanie, to become intertwined with his own, at one point allowing her to move in to his house (Tony is happily married) as Steph tried to sort her life out.
From the official description:
In the Fall of 2010 photographer Tony Fouhse asked Stephanie MacDonald if there was something he could do to help her. Stephanie is a heroin addict. She asked him to help her get into rehab.
And so began a journey that lasted nine months, that began in despair and moved through horror towards hope, that took twists and turns unimaginable when they began.
Told through portraits of Stephanie, photographs of her notes to Tony and in Stephanie’s own words, LIVE THROUGH THIS is a book that describes, defines and evokes that harrowing journey.
(Image via Drool. Copyright protected.)
Tony also documented this project weekly at his blog, Drool, and it became a gripping story full of hope, loss, frustration and little victories. From there, it became obvious that this was a story worthy of “old-school” publishing: a book. But after months of pitching publishers, considering vanity options, and even crowdfunding, Tony became convinced that there had to be a better way.
And that’s how Straylight Press was born. Tony describes it as ” A vehicle to produce and disseminate printed photo matter.” What it really is, is a community for artists to take ownership of their own publishing by selling directly to patrons.
In the about page, Tony speaks in terms creatives understand:
What is STRAYLIGHT PRESS? Or, more to the point, what can it become?
Like all things that are meant to evolve and define themselves, the answer will become more clear as time goes on.
STRAYLIGHT’s intention is to become a portal for the support and sale of printed photo matter. Books and ‘zines. Photographers’ projects in small editions, some with original prints. Occasionally certain projects will be brought to fruition, to book form, through using STRAYLIGHT as a venue for pre-sales.
The projects offered on STRAYLIGHT will be curated in the sense that when you come to browse you’ll have a pretty good idea of what you’re going to bump into. But it will want to keep you on your toes, surprised, too.
It would be counterproductive to define STRAYLIGHT’s mandate any further here. . .this thing is meant to evolve. And that evolution will have a lot to do with the ideas, the projects, and the energy and passion photographers and concerned citizens bring to it.
Straylight already has a number of publications for sale, but its inaugural pitch is to generate pre-sales for Live Through This.
[more after the break]