CCC Blood Donation Via Social Media Case Study
ANSWER
What other mobile tactics might you think of to spread the word about social impact companies like the Red Cross?
Social impact organizations such as the Red Cross should investigate several mobile techniques to increase their influence and reach.
a. Donations via Mobile Wallets: To facilitate rapid and easy donations, enable mobile wallet features such as Apple Pay or Google Pay. It is simple for users to support causes while on the road with only a few taps.
b. Gamification: Develop mobile applications or games that inform and engage users about the organization’s mission. Through challenges and rewards, gamification may encourage engagement and donations.
c. Campaigns for Augmented Reality (AR): Use augmented reality (AR) to fully immerse users in the organization’s work. For instance, by superimposing virtual events on the actual world, augmented reality apps could demonstrate the direct effects of donors.
d. Text-to-Donate: Implement SMS-based donation mechanisms that let backers send a quick text message to donate. This approach is easy to utilize during emergencies and can swiftly generate money.
e. Crowdsourced Impact Stories: Create a mobile platform where people may contribute their experiences and narratives about the organization’s work. Invite people to share images, movies, or testimonies in order to foster a feeling of trust and community.
f. Geo-Targeted Campaigns: Utilize geolocation tools to alert people when they are near a catastrophe site, an event, or a contribution place. This makes real-time participation as high as possible.
How many Red Cross organizations around the world apply this case study? How might they go about running campaigns comparable to this one? What about other nonprofits that rely on crowdsourcing for donations?
International Red Cross groups might use this case study as a model to create locally relevant initiatives of a similar nature:
a. Customized Mobile Apps: Create mobile applications tailored to a certain nation’s requirements for blood donation, cultural quirks, and social media inclinations. Make the app unique so that it appeals to the local user base.
b. Partnerships: To increase the campaign’s reach, work with nearby companies, influencers, and social media sites. Customize alliances to each region’s inclinations and fashions.
c. Multi-Lingual Engagement: To reach various demographics, ensure app communication and content are available in multiple languages. The success of a campaign can be strongly impacted by language accessibility.
d. Localized Messaging: Create messages that appeal to the people in the area, emphasizing needs and issues unique to each nation. Demonstrate how donations can help the neighborhood directly.
a. Metrics and Evaluation: Use data-driven strategies to gauge a campaign’s effectiveness. Examine user behavior and modify tactics in response to immediate input.
If other nonprofits are looking to raise money using crowdsourcing, they should use comparable tactics:
Targeted Social Media Campaigns: Use social media sites to interact with potential contributors, share their experiences, and solicit donations. To generate buzz, employ user-generated content, challenges, and hashtags.
Peer-to-Peer Fundraising: Inspire backers to set up their pages for fundraising and distribute them among their contacts. Provide resources to facilitate sharing and progress tracking.
Openness: Be forthcoming about the purposes for which gifts are used and the effects they have. Inform funders regularly about the status of the projects that receive their funding.
What effect does a social impact campaign have on the market? What more benefits, aside from the apparent ones, can you name?
A social impact campaign’s market influence goes beyond its short-term advantages:
a. Awareness and Education: Social impact campaigns educate the public about topics that are relevant to them and the struggles that communities or causes face. More informed and compassionate citizens may result from this raised awareness.
b. Behavioral Change: People who experience success with a campaign may make more conscientious purchases, volunteer more time, or donate more to charities.
c. Community Building: Among participants and supporters, these campaigns help to create a feeling of belonging and a common goal. Individuals from different backgrounds get together to work toward a shared objective.
d. Long-Term Effects: Social impact initiatives frequently leave a mark. They may result in institutional improvements, policy adjustments, and persistent efforts to deal with social challenges.
e. Economic Benefits: By tackling social issues, these efforts support economic growth and stability. For example, initiatives to advance healthcare or education can boost a nation’s economy in the long run.
f. Creativity and Collaboration: As organizations look for original answers to challenging issues, these campaigns foster creativity. Additionally, they encourage cooperation between NGOs, governments, corporations, and private citizens.
In conclusion, social impact initiatives take care of pressing issues and have a positive knock-on effect that improves behavior, fortifies communities, and advances society as a whole.
QUESTION
Description
Social Networks through the Singapore Red Cross: Share Your Blood (2015 Smarties Gold Winner)
This mobile marketing case describes the understanding of global differences and similarities and discusses partnering with others. Receiving both a Gold and a Silver award in Messaging, Relationship Building/CRM, Social Impact/Not-for-Profit, Singapore Red Cross needed donors with specific blood types in a population of just under five million people. They created an app following an annual blood donation campaign.
With nearly 15,000 app downloads, they discovered 20,000 new donors, 20% above existing donor base, and that lead to 121,360 blood donations, 21% above their published target of 100,000 per year. Singapore Red Cross needed to reach the next generation of blood donors while also leveraging existing donors’ social networks. The Red Cross Connection app synced up with donors’ Facebook networks, allowing donors to share alerts with their friends and encourage their networks to donate. The app also helped locate the nearest donation center and provided FAQs to first-time donors.
Singapore Red Cross, with just a $25,000 budget, faced the challenge of raising the required blood supply in this island city-state off southern Malaysia. Despite the support of existing blood donors, the growing demand makes finding new blood donors a critical part of its strategy, with recruiting Singapore youths key to establishing the next generation of blood donors. Objectives (KPIs) for the Singapore Red Cross included:
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- Increasing total blood donation
- Increasing new donor recruitment
- Reaching and activating donors for needed blood types
Singapore Red Cross needed an always-on platform to reach youth and existing blood donors, as well as a way to empower youth and donors to help spread the word when specific blood types were needed. This solution needed to be cost-effective and mobile to keep young people engaged. While the target audience for new donor recruitment included many age groups, the youth was key to recruiting the next generation of regular blood donors. An insight was that some regular donors would often behave as advocates, inviting their friends to accompany them to give blood. With the objectives and challenges in mind, a mobile app was the right solution. The widespread use of smartphones by Singapore youths, coupled with in-app push messaging and the ability to interact with popular social media platforms such as Facebook made a mobile app the practical, effective choice. The app was built similarly to Facebook, using crowdsource help from online friends. From asking for prayers to finding owners for pets, and even asking for blood donors for a loved one in need, the community responds positively when the request is from a friend. The Singapore Red Cross app was designed to enhance this behavior, uniting users as a group that commits their personal networks to spread the call for donors when the need arises. Youths were encouraged to become lifesavers, whereby the act of sharing blood or sharing the cause on social media could help save lives. Every donation could save up to three lives, which the app tracked. Red Cross campaigns had previously used channels such as print and out-of-home, but due to the cost of media, these efforts were seasonal and unsustainable.
The Red Cross Connection app was named after the social connections that the app uses to help activate new and existing donors, as well as in tribute to the connection blood donors have to the people they help save. Once installed, app users create their profiles through Facebook Connect and indicate their blood type. When blood supplies run low, users receive “blood alerts” with options to find the nearest blood donation center and a call to action to share the alert with their friends on Facebook, the most used social platform in Singapore. Donors used the app to register their blood donations by entering a code or scanning a QR code on posters found at blood donation centers and mobile blood drives. Users get rewarded with a short animation thanking them for their selfless and noble action. The app acknowledges user actions on their profiles, tracking the number of potential lives saved with every donation, as well as the number of times users have shared alerts.
All app users benefited from offers from merchant and partner tie-ins (one of the key learning outcomes from this Chapter) sent through the app messages. As of early 2016, the Singapore Red Cross Facebook page had 55,000 likes and so this campaign for blood has been successful, in part due to MRM/McCann, who also won a Facebook award in the category “Social Technology.”
http://www.mmaglobal.com/case-study-hub/case_studies/view/36700
Respond to the following questions:
1. What other mobile strategies could you consider for sharing social impact organizations such as the Red Cross?
2. How could Red Cross in other countries use this case study? In what ways could they conduct similar campaigns? What about other non-profit organizations that need donations via crowdsourcing?
3. What is the market impact of a social impact campaign? Besides the obvious benefits, what other benefits do you identify?
Post an initial minimum 200-word response to include 3 questions by Wednesday 11:59 pm (PST) , 2 response posts by Sunday, 11:59 pm (PST)
1 initial post ( include 3 questions ), 2 response posts = 3 total posts.
References/Citations required for all posts.
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