Mashable’s Summer of Social Good
Posted by Allison Fine on June 10, 2009
Mashable has announced a giving campaign that runs from June 1st through August 28th of this year to raise money for four terrific causes; The Humane Society, Oxfam, World Wildlife Fund and LiveStrong.
It will be very intersting to see how this effort unfolds. Mashable is a very widely read site with amazing reach on a host of other channels like Twitter and Facebook. As Jocelyn wrote, “I’m excited to see how this campaign unfolds as it will provide additional benchmarks and information regarding the ROI of social media and how nonprofits can best use these channels.”
So, of course, I wish them well and hope the Summer of Social Good turns out better than the Summer of George. But I was stopped short when I read the first sentence on the Mashable’s site about the campaign, “Summer of Social Good is the first large scale online charitable campaign to raise funds strictly online through the power of Social Media and the Internet.” This is simply not true, in particular they would have been well served to take a peek at how America’s Giving Challenge sponsored by The Case Foundation unfolded. As a result of that fifty day effort over 80,000 people gave $1.7 million.
But more than the total numbers of people who gave and total dollar amount that they gave, The Challenge (FYI: Beth and I authored an assessment report of the Challenge that will be released by the Foundation this month)
What that Challenge had that the Summer of Social Good is a sense of urgency for donors, without which it is too easy for people who intend to give, want to give, mean to give, to just put it off. The urgency of the Challenge resulted from the financial match that The Case Foundation offered daily and at the end of the effort to reward the causes that raised the largest number of friends not dollars. A sense of urgency to motivate people to give also came from the length of the campaign (which was too long at 50 days) and a leader board that provided real-time data for participants to know how there were doing.
Again, I hope that the Summer of Social Good is phenomenally successful, just wish they had built their effort on the lessons learned from previous campaigns.
This entry was posted on June 10, 2009 at 4:28 am and is filed under Social Media. Tagged: america's giving challenge, Mashable, Summer of Social Good, The Case Foundation. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.
5 Responses to “Mashable’s Summer of Social Good”
Sorry, the comment form is closed at this time.