Charity: water is a charity started by Scott Harrison that provides clean water to save lives in poor countries. Charity: water has successfully raised $10 million (most of that last year alone) from 50,000 individual donors, thereby providing clean water to nearly one million people in Africa and Asia.
Here’s how Charity: water is using Social Media to be more effective
- Creating Relationships: Charity: water (CW) is using social media tools like Facebook, Twitter and Tumblr to connect with people who share the same concerns as them. CW also adds value by sharing relevant information and content with their friends/followers in these social platforms. Relationships are the key currency for nonprofits and social media is a great way to build and maintain good relationships.
(Charity: water on Facebook)
With social media it’s also relatively easy to ask people for small contributions or motivate them to volunteer for a task or just spread the word by say putting a badge on their blog.
(Charity: water on Twitter)
2. Maintaining Transparency: For nonprofits to scale beyond a level, transparency is very important and to some extent the rate of their growth also depends on how transparent they are. In this sense too, social media and nonprofits are made for each other. Charity: water shows donors the specific impact of their contributions. They post photos and G.P.S. coordinates so that donors can look up their (Charity: water grants naming rights to wells) wells on Google Earth. Come September and they will have a new web site that will match even the smallest donation to a particular project that can be tracked online.
3. Experimenting with new things:
During Twestival (meetup for twitter users in twitter lingo), charity: water raised $250,000 this spring.
- Viral video campaigns by charity: water are also a hit among its supporters and play a significant role in motivating people to contribute.
4. High Stakeholder Involvement:
When was the last time you were asked to by a charity to engage in conversation?
But that’s not the case with Charity: water, during Twestival CW invied donors to get involved by
- Watching four daily short videos of the drilling as charity: water goes from village to village drilling wells.
- Following the drilling updates via twitter.
- Asking questions of the local drilling team via email or twitter. Also, The local charity: water drill team answers the top five questions on video
I’d like to end this case study by quoting “communityorganizer20.com”
Charity: water is giving its donors exactly what they want: success stories, videos of the impact of donations, and information about financial accountability.
If you know of something else that Charity: water or some other nonprofit is doing to leverage social media, share with us