With all the gloom and doom in the news, from the migrant crisis, terrorism to natural disasters, donor fatigue threatened donations. And while social media is a great avenue to raise awareness for a cause, few engage with charity campaigns beyond the click of a Like button. How can we engage people in a way to overcome donor fatigue?
We decided to change the dynamics of charity campaigns by involving everyone, from adults and kids in the UAE to the children living in poverty.
We looked for talented kids living in poverty and asked them to share how they make toys, clothes and other items. And then created online tutorials and print ads featuring their work to ask people to donate. And with that, we created the first skill exchange between the developed and the underdeveloped world.
In a series of activations, children drew letters of the alphabet while people were encouraged to share pictures and text for each letter (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book. With all the social chatter and the striking visuals and messages generated by the campaign, the resulting news coverage of the campaign also drove the message to donate. The campaign ran according to the original plan.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find out more.)
Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram.
Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.
Explain why the method of promotion was most relevant to the product or service
The first skill exchange between the developed and the underdeveloped world started on YouTube where poverty-stricken children made DIY tutorials and got people to respond through donations. People also responded in activations where children drew up the letters of the alphabet and people shared text and pictures for each letter on Instagram to create a crowdsourced alphabet book.