What Makes Good Causes Successful on Facebook

Two weeks ago, Facebook co-founder Chris Hughes revealed his new project, Jumo. By the end of the year, Hughes hopes to unveil this social network for non-profits. This is in part of an effort to create a forum where people and non-profits can develop a long-term relationship. We’ve talked about how well the Salvation Army takes on social media so let’s take a look at how other good causes are doing on Facebook:

Animal Lovers for The Gentle Barn
I first learned about The Gentle Barn through Facebook. It is a local sanctuary in Santa Clarita, CA which houses and rehabilitates abused and abandoned animals. Even though it is a relatively small cause (compared to the Salvation Army or the Red Cross), the Barn has nearly over 25,000 fans from all over the country

Their Page has a prominent donate tab which encourages a direct action to donate. The Wall is used to post frequent updates about the Barn’s inhabitants and upcoming events. How interesting can animals really be? A post about new fluffy chickens got over 160 likes! The Gentle Barn fans really care about animals and like to stay engaged by learning about the animals’ conditions. I got the chance to pet an emu and feed horses on my visit. It is a worthy cause and Facebook fans  definitely help contribute to it.

TOMS Shoes Gives Back
Even though TOMS Shoes is a commercial product, they stand behind a commendable cause. As a consumer, you know that for every pair of TOMS shoes you buy, the company will give another pair to a child in need. This message is clearly displayed on their welcome tab on their Facebook Page. Their Page is well-organized and robust for fan engagement.Over 5000 fans have submitted pictures of their favorite TOMS shoes.

Sharing Your Good Causes
Remember to do research on the non-profits and causes that you donate to. Bono’s ONE foundation recently angered many as it was revealed that it only donated only 1% of funds raised! Like any other Page, good causes are successful on Facebook if they:

1) Have a clear message
2) Provide customers/fans with resources and content
3) Make it easy for fans to participate

What are some of your favorite causes?


Campaign Marketing: The Salvation Army Focuses on Social Media

The Salvation Army has been around since 1865 but their campaign marketing tactics are definitely NOT stuck in the past. If you visit their site, you’ll see their “Social Media Scene” displayed prominently on the homepage. This spotlight focuses on showcasing their blog, Twitter stream, recent Flickr uploads and YouTube videos.

Expanding Online Outreach
As a non-profit organization, social media has been a great way for the Salvation Army to expand their outreach for donations and volunteers. An article by DMNews explores how the Salvation Army can take advantage of online volunteers. With over 15,000 Facebook fans and 3,000 Twitter followers for the US segment alone, this is a much greater opportunity than merely soliciting in person donations. People who stay tuned to the organization’s events and charities are more likely to donate. The study shows that the Salvation Army has seen better results through online donations in the past few years.

Why Support the Salvation Army?
Why would so many people support the organization? Like this video shows, the Salvation Army provides a safe and nurturing environment for children who are less fortunate. Their week long summer camp gives kids an opportunity to explore, learn arts, sports and engage in ways that they wouldn’t have otherwise. The Salvation Army also provides rehabilitation services, support and shelter during natural disasters and even care for the elderly.

Social Media Done Right
Their social media profiles don’t just spam followers and hit people up for donations. For example, the SA’s Twitter account provides news about disaster relief, info on donation milestones and volunteer opportunities. The Salvation Army is a good example of an organization using social media to effectively appeal to your emotions. After all, it’s for a good cause!

Check out the Salvation Army’s social scene and see all the different ways you can help contribute.