Tag Archives: charity

Social Media Case Study – Charity: Water

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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.

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Here’s how Charity: water is using Social Media to be more effective

  1. 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.

    2. charitywater on facebook (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.

    charitywater on twitter (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.

    charitywater transparency
    3.  Experimenting with new things:

    During Twestival (meetup for twitter users in twitter lingo), charity: water raised $250,000 this spring.

    charitywater_6
    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?
    Hmm…Never?

    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

Twitter and Activism

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One early use of Twitter had El Fattah and a dozen or so of his collegues coordinating movements to surround a car in which their friend Malek was being held by the police, to prevent it and him from being towed away. Knowing they were being monitored, they then sent messages suggesting that many more of them were coming. The police sent reinforcements, surrounding and thus immobilizing the car themselves. This kept Malek in place until the press and the members of parliament arrived. The threat of bad publicity led to Malek’s release, an outcome that would have been hard to coordinate without Twitter – Here Comes Everybody, Clay Shirky

James Karl Buck, a graduate journalism student from the University of California-Berkeley was in Mahalla, Egypt, covering an anti-government protest when he and his translator, Mohammed Maree, were arrested. On his way to the police station, Buck took out his cell phone and sent a single word message, “Arrested”, to his friends and contacts using the micro-blogging site Twitter. This alerted them and helped secure his release(details not known)
– cnn.com

Mortin Pain Reliever in an effort to pitch to mom who wear their babies released a print and video ad campaign.The campaign didn’t go down well with moms and they started fighting back on their blogs and Twitter. As the campaign picked momentum, the company officials realised their mistake and in order to pacify irrate customers, removed the ad from their website and apologised on their site.
– parentinghelpme.com

A few weeks back amazon users realized that many books about gays, lesbians, bisexual and transsexual issues stopped appearing in relevant searches. Enraged users and authors swung into action and started posting updates on Twitter about this with adding a hashtag #amazonfail. It wasn’t long enough that Twitterverse was abuzz with #amazonfail, this led to a public communication by the company that this incident was inadvertant and soon things were fixed and back to normal.
– bbc.com

Twitter is increasingly being used for activism of sorts. Be it customers protesting against a product/company, or citizens campaigning against their government officials/policies, Twitter is the platform of choice when it comes to raising your voice against an issue or coordinating a protest(online and offline both).

Social media activism has graduated from protests in blogosphere,  groups in social networking sites to #hashmobs on Twitter. The reasons for Twitter’s success as a platform for activism are

1) Critical Mass:  Twitter has gained enormous mass since last year and is now a force to reckon with. Millions of users from all parts of the world use it to stay connected with their friends and family. It’s not just people like you and me, there are some really big brands that have presence on Twitter.

2) Dense Connectivity: Twitter is one of the most densely connected networks of all. It won’t be wrong to say “On Twitter, everyone is connected to everyone”, which means getting the word out is a lot easier. Chances of people noticing something and sharing it with others is quite high. The ease of sharing content(RT )  is another reason for word to be spread easily.

3) Search: Awesome search functionality, made further useful by trending topics make the discoverability of memes a lot easier. With  the latest changes, everyone can see the trending topics on their Twitter page. This without any effort discoverability is really helpful in getting more eyeballs.

4) High visibility outside the platform: What makes a protest on Twitter better from say one of Facebook is that Twitter updates are more shareable(via blog widgets, feeds) than Facebook messages. Also, thanks to dozens of really popular tools, Twitter updates are just not limited to the website,  you can get updates on your desktop app, mobile phone and email.

5) Hooked Traditional Media: There’s enough traditional media presence on Twitter which is eager to pick the next big story. So anything of significance in Twitterverse is quite likely to be noticed by them and spread further.

It would be interesting to see how activism on Twitter evolves from this point on. I’d like to end this post by sharing a list of Twitter Activism related protests/campaigns.

1.  James Karl Buck: Arrested
2.  #MortinMoms
3.  StopPikeHike
4. Using Twitter to coordinate war protest
5. G20 summit protestors used Twitter and Facebook
6. Protest against Section92A, New Zealand
7. Inside Maldova’s Twitter revolution
8. Coordinating Malek’s release
9.  #AmazonFail
10.  Domino’s Social Media Disaster
11.  Twittering Forest Fires
12.  Twitter Charity(Twestival) raises more than US $250,000

Lastly here’s a nicely writter guide  by digiactive to get you started with Twitter Activism