Since WeDidIt’s inception I’ve had the opportunity to gain an intimate view of the fundraising landscape within the non-profit sector. This perspective has allowed me to obtain a new understanding of the work that goes into branding and marketing fundraising campaigns. Through all of this, there is one question that I keep coming back to: Why don’t we see more collaborations and partnerships within the non-profit space?
There is an endless number of non-profits out there that have revolutionary ideas on how we can change the world. These organizations are filled with brilliant, motivated, and altruistic individuals. The things they lack? Money, resources, reach and influence.
On the flip side of the coin, there are an endless number of individuals and organizations that have money, connections, reach and influence.
First, let me elaborate on what I mean by reach and influence. I’m sure most of you are familiar with the famous “Double Rainbow” viral video. This video received over 23 million views in just 6 months in 2010. What’s interesting is that this video actually went unnoticed for nearly 6 months on YouTube. Then all of a sudden in July of 2010 it went from a couple hundred views to over a million over night. What happend to cause this spike?
Jimmy Kimmel tweeted the video, that’s what happened. Jimmy is what we call a social influencer or a ‘taste maker’.
Now onto the issue of money. Did you know that Coca-Cola gives over $70 million annually to charity? You didn’t? Me neither. That’s because Coca-Cola does a poor job of publicizing their philanthropy. They have 41 million likes on Facebook and over a half a million followers on Twitter. Coca-Cola has the money and the reach to partner with just about any non-profit and launch a hugely successful viral social media fundraising campaign. The kind of exposure and positive brand sentiment that they would receive from such a campaign would be priceless from a PR standpoint.
Can you see what I’m getting at here? These corporations and celebrities have a vast amount of power and influence that is going untapped.
But don’t lose hope! There are people out there that “get it”. YESto, a global consumer brand, has partnered with Mama Hope to launch the Yes to Hope campaign. This campaign is a perfect example of where the future of philanthropy should be going. Those with unique visions should be working with those who have the power and influence to help us see these visions come to fruition.
I don’t have the answer to why we don’t see more collaborations like this, but what I can tell you is, facilitating these collaboration is one of my major goals for WeDidIt. If your non-profit has a unique vision that you think would pair perfectly with a major brand or social influencer, reach out to us and let’s see what we can build. We have the tools to make some magical things happen, now it’s time to come together and be the change we want to see.