Facebook is discovering functions to partner causes and companies in such a way that creates a tangible benefit: donations.
This includes:
1. Like for Donation
- this is a great idea because people love to be seen doing good things. Liking a cause and giving a donation allows all of your friends to see.
2. Simple Action for Donation
- this asks customers to post a picture for a cause or comment on a brand’s or campaign’s Facebook page in order to unlock a donation. This is great for generating awareness among other facebook friends.
3. Interactive Action for Donation
- these are custom designed applications that are meant to generate interest in a cause or campaign and to share it with other friends. This is meant to make joining a cause seem more appealing to generate donations.
4. Voting Campaigns
- companies promote their image through this method by offering cash to causes in return for the votes of consumers. The Pepsi Refresh project is a well cited example. This is great for companies in promoting their public image.
These methods are all really great at generating donations because they play on the validation people/companies desire of being seen as good people - something that will be done with making donations and sharing it among their Facebook friends.
Here is the article:
http://mashable.com/2011/11/25/facebook-cause-marketing/
2 comments:
Some of these campaigns are pretty powerful. I remember about a year ago a campaign by Gap where they donated $1 to charity if you liked their page. I really hated liking a company that I didn't have much interest in, but at the same time it felt just plain wrong not to do it, if such a simple action would actually help people.
I agree, they really get into the emotions of people and use that to their advantage. Replace a "good cause" with another type of incentive and I think many would consider using incentives like this to be a form of manipulation by making people feel guilty about not liking a page... regardless, its hard not to like a company that helps the community.
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