Skip to main content

Put Your Social Network to Work for a Worthy Cause

You’ve got a big following on Facebook, Twitter, Pinterest, Google +… maybe even thousands of people. Isn’t it time your social network slipped into its spandex and buttoned on its superhero cape and did a little good in the world?

That’s the premise of HopeMob, originally funded on Kickstarter, and about to enter its second year of business.

Here’s how you and your social network can do good using HopeMob. Suppose, in honor of the UN’s recent International Day of the Girl, you decide to start a fundraiser to provide school uniforms for an all-girls school in Accra, Ghana. School uniforms bring many benefits, but if a family can’t afford the price of the uniforms, that would preclude their daughter from going.

But you know that the education of girls helps inoculate them against child marriage, and is highly correlated with advancements in society and economic growth. Educated women have a lower infant mortality rate, higher skills, self-confidence, and the information to be better mothers, workers, and citizens. In the developing world a lot hangs on something as simple as a school uniform.

HopeMob helps you mobilize the support of your social network on behalf of causes you care about, called ‘Stories.’ Reach a certain threshold of support… measured in Story Points… and HopeMob promotes your Story to its first page, Reddit-like. There’s always 4 Stories in a preferred position, the Featured Story, plus three ‘Locked Stories.’ Those four maintain their position until they reach their funding goal. Another 16 Stories are on the first page based on points. However, the position of those 16 Stories is subject to change.

Once in the featured category, those 20 Stories attract the gaze of the broader world. Your Tweeps may get you on the first page. But it is the larger network that will fund all those school uniforms.
The rest of the Stories are in a catchall category called Success Stories.


You can buy 100 points for $10. You can earn points for donating to Stories, for inviting friends, for connecting via Facebook and Twitter, for completing your profile, etc.

It’s a pretty cool crowdfunding ecosystem that was developed by the cofounders who were doing similar fundraising efforts on Twitter.

When I was at Children’s Miracle Network Hospitals one of our talking points was that most of the money we raised came in a dollar or two at a time. CMNH’s fundraising was classic example of fortune at the bottom of the pyramid thinking. But it was made possible only because CMNH had access, through its sponsors, to millions of retail customers.


Companies like HopeMob, with their use of social media, do much the same without the hassle and expense of recruiting sponsors.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

KFC Concept Restaurant Gives a Nod to Cause Marketing for Local Causes

KFC, a unit of Yum Brands, is testing a new quick-serve restaurant version of the fried chicken outlet and among the changes is that its cause marketing efforts will be much more local, according to Anne Fuller, senior director of development for KFC eleven.

The KFC eleven test store is in Louisville, Kentucky, KFC’s headquarters. When it opens August 5, 2013, it will feature rice bowls, flatbreads, salads, KFC original recipe chicken among other items, plus sides. A second test location is set to open in Louisville before year’s end. The 11 in KFC eleven is a salute to the 11 herbs and spices in their original recipe chicken.

The trade-dress for the test store includes lamp lighting, digital signage with community news, and artwork from local artists.

Why step into the quick serve space? Fuller answered a reporter from QSRweb.com this way: “People love KFC but it's not a frequent choice for many guests for some reason. We wanted to create a broad and balanced menu that could mayb…