Fight Hunger's Click To Feed A Child Campaign Facebook App

Today I discovered the Fight Hunger's Click to Feed a Child.   It is a Facebook application that I can click on and it takes over to the web site campaign where I can click and their sponsor donates .19 cents to the program.  My click was 1,292,019.   Let's do the math on that one ... close to $250,000.   (I also discovered a group called "I will donate $1 for every person that joins this group to Fight Hunger" which is being organized by some super activists high school kids.)

Here's what I like the campaign design:

• It's easy and makes me feel good.  I don't have to donate, but the simple act of clicking contributes.
• It takes me to the web site and there are plenty of opportunities for me to opt into getting in their lists.
• It seems like an excellent way to leverage a network you've built up in Facebook

I'm sure that the Fight Hunger folks are vigorously tracking how many people participate in the campaign via Facebook, how many actually opt in to give name or do shopping on the site or support them in other ways. 

I'm also curious about a few things:

• The click to feed application - I tried to add it to my profile, but there was a glitch.  This happens a lot of with Facebook applications, but at least for my profile I can't add it.  I did use my facebook bookmarklet to share the campaign web site page.
• I also wonder if Facebook changed it policy about individuals only for profiles - the profile is branded with the organizational logo and name and I wonder if this profile will go the way of Ranger Rick.

Fight Hunger is doing a lot of experimentation with social media - from their viral video contest to their fundraising event in Second Life.   And from these experiments they probably have seen some results that gives intelligence to plan an even more effective social media integration strategy. 

How can this learning be scaled to smaller nonprofits?  Or is it appropriate at all?   Should nonprofits that are not national or international campaigns just ignore social media all together?    Are there smart and savvy ways to take small steps? 

 

Comments

[Amy Sample Ward]

I don't think size matters! Even small grassroots nonprofits could and should be taking advantage of social media tools, especially when it comes to fundraising. Some would even argue that it is most important for the smaller organizations as they are already behind the larger organizations when it comes to internal capacity, awareness, and resources.

The three things that you like best about the Fight Hunger campaign application are the three take aways, all ready to be scaled, for smaller nonprofits. Make sure that the campaign doesn't require donation of money from the participant—they could be raising awareness of your campaign instead, etc. Direct people back into your site with plenty of options for continued giving, staying in the loop, and other media tools like blogs and videos to view. Put campaigns out in the places where people can find them and take action without you directly asking them to, like Facebook.

Fight Hunger's campaign is a great example - thanks for sharing!