We have examined all of the ways to use social media successfully and here is an example of one organization that has blown social media out of the water (no pun intended). Charity: Water, a nonprofit organization that provides safe drinking water to people in developing nations (Charity: Water, n.d.) was founded in 2006 and by 2014 had already raised over $155 million (Charity: Water, n.d.). That is $4,103 every HOUR and over 60% of these donations came from online fundraising alone (Chaudhary, 2014). Believe it or not, Charity:Water uses $0 on marketing; obviously they are doing something right (Charity: Water, n.d.). Lets take a look and see what we can learn from Charity:Water.
Charity:Water’s online success is based off of three core pillars(Fankauser, 2013):
1. Inspire people
2. Create a platform for them to make a huge impact
3. Provide reporting so that people can see their impact
Charity:Water does an incredible job at inspiring people through content. Their social media profiles are rich with inspiring stories and pictures; and it shows. They are the most followed charity on twitter and were one of the first 20 brands to use Instagram (Fankhauser, 2013). This goes to show that taking risks with technology pays off and that people respond to an active online presence.
Charity: Water has provided a platform that allows people to form an incredible bond with their brand through http://my.charitywater.org/. This is a website that gives people the power to create their own fundraising campaign for anything from marathons to birthdays with 100% of the money raised going to clean water. This type of engagement gives people a connection with with the organization where they feel as though they are truly a valued part. This also makes things a lot easier on Charity: Water. When someone creates a mycharity: water campaign, they share that campaign on social media and then the organization then gets a major boost in money and brand recognition. Paul Young, the Digital Director of Charity: Water explains this by saying,
“We are trying to build a movement of passionate people who are going to form a relationship with us for years…. We want our donors to be advocates. We want them to share content, we want them to feel really connected to their impact and we want them to represent that to all their friends and family” (Gray, 2013).
After people have created their own campaign to fundraise for Charity: Water, or have simply made a donation, they can see exactly how and where every dollar that they raised is being used to change the world through a program called Dollars to Projects (Charity: Water, n.d.). This program pools together all of the money raised on mycharity: water from a certain time period and sends 100% of it into the field. Over the next two years, donors will receive photos, updates, and GPS tracking of the projects being implemented with the money they contributed so that they can stay in the loop and see the tangible impact that their contribution is having. (Charity: Water, n.d.). Not only is this incredibly engaging, it is also very transparent which encourages people to donate and can make a nonprofit stand out among the rest.
So, the moral of the story and the key to online success is engagement. If you want your organization to thrive with social media, take notes from Charity: Water and engage your donors through an active presence online. Give them the power to feel as though they are part of the organization and making a tangible difference.
Charity: Water. (n.d.). Retrieved April 23, 2015, from http://www.charitywater.org/
Chaudhary, D. (2014, January 26). Charity:Water Explains How They Use Social Media and Content Marketing To Raise Funds Online. Retrieved April 23, 2015, from http://www.dutiee.com/charitywater-explains-how-they-use-social-media-to-raise-millions-online
Fankhauser, D. (2013, August 19). What Brands Can Learn From charity: Water’s Digital Strategy. Retrieved April 23, 2015, from http://mashable.com/2013/08/19/charity-water-digital/
Gray, C. (2013, December 27). Nine Digital Marketing Lessons Nonprofits Can Learn from charity: Water. Retrieved April 23, 2015, from http://www.bethkanter.org/charitywater-digital/