At the heart of most good fundraising is first, a mission that makes a positive impact in the world and second, finding a way to communicate that mission to your organization’s supporters. It’s almost always those two parts – do a good thing, then tell people about it. The most recent and powerful example of this that I’ve found is from the Chipotle Cultivate Foundation – a foundation run by the Denver-based burrito business that’s aimed at “creating a more sustainable and healthful food supply and to raising awareness concerning food issues.” Awesome stuff. The following video is from the Cultivate Foundation and serves as a perfect example of how to do social media for fundraising…
Why is this so awesome?
It uses celebrity the right way
If you’re lucky enough to have a celebrity support your cause, don’t squander that with an all-too-typical video of them sitting in a chair, explaining why they support your cause and pleading for additional support. Willie’s a musician. Chipotle had Willie do for their foundation what he does for his millions of fans (myself included) – write a song that supports the mission and post that to YouTube. Another great example is Ben Stiller doing what Ben Stiller does (being funny) in this “StillerStrong” video for Haiti.
It tugs at your heartstrings
From the yearning for the return of the American family farm to the healthy food movement to those concerned with environmental issues, this video resonates with a large cross-section of potential supporters. And if you are apt to being moved by any of the above causes, it probably leaves a lump in your throat.
It’s easy to share
YouTube videos are easy to share on Facebook, Twitter, Tumblr, WordPress, LinkedIn, Google+ …which is part of the reason why this video has been viewed more than 30,000 times in its first five days on YouTube. (Coverage on Mashable and Willie don’t hurt, either)
It raises money
Every time someone heads to iTunes and downloads the song from this video (It’s Willie covering Coldplay’s “The Scientist”) $0.60 of every $0.99 download goes to the Chipotle Cultivate Foundation.
What do you think? Love it? Hate it? Do you have any other great examples of recent social media-based fundraising?