Tag Archive for 'action'

GreenPeace: An Example in Connecting with your Supporters

Published in case studies. 2 Comments Tags: , , , , .

Recently, I’ve been thinking a lot about the issues highlighted by Causes leaving MySpace and ideablob suddenly shutting down.  One of the biggest issues that has come out of the blog posts and the conversations in the comments is the idea of data.  To review the other blog posts about these topics, visit the Causes post, ideablob post or the guest post for Tactical Philanthropy.

This evening, Joe Solomon pointed out a great example that touches on data, social media, 3rd party platforms, and being proactive with getting your supporters connected directly with your organization – all things we’ve touched on in the conversations about Causes and ideablob!  That example? Greenpeace International on facebook.

FGgreenpeace

When visiting the Greenpeace International facebook page, visitors see the Take Action tab as default, instead of the typical facebook wall or information pages.  Why I think this is a great example of leveraging the tools within a 3rd party site:

  • Data: GP is letting supporters connect with the organization directly by giving their email address straight to the GP database, not the facebook database.  If anything were to happen to the facebook fan application, or facebook all together, GP would still be able to communicate with supporters.
  • Action: It’s not just about getting email addresses, but also cutting straight to chase: take action!  This strategy ensures that users (whether they are already “fans” or not) are given opportunities to take action as soon as they visit the page.
  • Community: Remember that using social media platforms is all about going where your community already is and making supporting your work part of the process they already have online.  That doesn’t mean that because a user first found you on facebook (maybe through another friend’s actions, etc.) does not also mean that they only want to connect with you in that same platform.  Some users may only want to be a “fan” of your work on facebook, others may want to be on your email list or become a major supporter, fundraiser, or activist on your behalf.  This is an example in providing options, and not assuming a 3rd party platform connection is all that’s wanted.

Thanks, Greenpeace, for being a great example and a leader!

Published on November 16, 2009 by Amy Sample Ward. 2 Comments

Taking Action on YouTube

Published in webtools. 0 Comments Tags: , , , , .

YouTube is set to publicly launch the “Call-To-Action Overlay” feature.  This will allow users to place calls to action (messages and links) on top of videos.  This is huge news as it means a revolutionary shift in the video platform with the largest global audience.  The Call-To-Action Overlay means users will be prompting viewers to click away from YouTube (not exactly the action a platform like YouTube is after).

It won’t be everything nonprofits are looking for though.  There are two major qualifications for use:

  • You can only place customized overlays on a video that you’ve entered into YouTube’s CPC Promoted Videos program.
  • You have to be a paying YouTube advertiser, but do not have to pay extra for the Overlays.

You can include calls to action and links in the description of your videos, but moving those options literally on top of the video can mean a lot for getting results.  According to TechCrunch,

The feature has been in testing with select partners and non-profits for some time, and the results have been extremely positive. Last March, the organization charity:water managed to raise $10,000 in a single day by including an overlay on one of its videos. A handful of politicians have also been trying it out, using it to entice voters to sign their petitions. It’s worked well enough that politicians who haven’t had access to the feature are clamoring for it.

I’m really excited to see what happens tomorrow – but also interested in groups like Call2Action that are already focused on the combination of actionable opportunities and compelling video.

Published on June 30, 2009 by Amy Sample Ward. 0 Comments