When a devastating earthquake hit the Caribbean nation of Haiti, people from around the world, in including the United States wanted to help. This is when the now familiar “Text [number] to donate for [specific charity]” message first captured the attention of millions of people around the world. What made the Haiti disaster unusual was not that people were willing to give: it was how they were able to give. Donors no longer had to call telephone numbers or visit Web sites to make a donation: all they had to do is send a text message. Within seconds of seeing a billboard, hearing an ad on the radio or seeing a television commercial, concerned people had their donations in the hands of people on the front lines of the relief effort. For Haiti, relief totaling millions of dollars was raised from social media donations.
The relief effort in Haiti revolutionized the way charities raise money. Text messages proved to be one of the easiest ways for people to give. Gone were the long telephone numbers and hold times. No more reaching for the wallet to find a credit card. Time consuming Web-based donation forms were removed from the equation. Now, people moved by an emotional appeal from a charity organization can give immediately without interrupting their lives.
The advent of social media donations has made charities more viable than ever. Although appeals for donations are still made through television, radio, print, and outdoor advertising; charities are relying more heavily on social media to connect with potential donors. They use outlets such as Facebook and Twitter to publicize their activities, to highlight special urgent needs, and to solicit donations. Having less revenue for advertising than most commercial organizations, charities have found social media effective at expanding their outreaches at very low costs. Needy causes such as earthquake victims in Haiti, genocide survivors in Darfur, clean water for Africa, and wildlife preservation have all been among those that are promoted through social media. Charity efforts have received record donations through social media donations, including both text and traditional means. More recently, YouTube’s “Call to Action” feature has enabled charities to release videos depicting the desperation of the people they aim to help. These videos often include the number to text to make a donation as well as links to get more information and to Web sites where traditional donations can be made. The power of video to appeal to the emotions of donors has proven to be significant as donations to these causes using it are on the rise.
Charities have been remarkably proactive while striving toward their goals. Rather than accepting trends of declining donations, they took steps to address the two factors that were limiting their income: publicity, and ease of giving. Social media has made it easier than ever to get people involved with good causes. Just a simple tweet can let people know when money is needed and just a simple text can get the money sent in. In spite of widespread cynicism, charities have shown us that people are still good and that they are willing to help.
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