Released on = August 10, 2007, 8:01 am

Press Release Author = ConnectThru.com

Industry =

Press Release Summary = Today there are several non-profit organizations and
charities working to support a variety of pressing causes. This includes everything
from ending world hunger to supporting disenfranchised groups. These organizations
are committed to transforming their concerns into action!

Press Release Body = By: La Toya Hodge

Today there are several non-profit organizations and charities working to support a
variety of pressing causes. This includes everything from ending world hunger to
supporting disenfranchised groups. These organizations are committed to transforming
their concerns into action! Like "for profit" organizations, charities and
non-profits must create well crafted marketing campaigns in order to communicate
their ideals, goals and the benefits of their organization. While their efforts are
altruistic in nature it is important to drive targeted messages to specific groups
and niche markets.

Historically, charities have used traditional mediums such as television, magazines
and other printed publications as communication drivers. But we all know that
reaching targeted groups has become increasingly difficult and traditional modes of
mass communication can be prohibitively expensive. Therefore, like their for profit
counterparts, charities have gotten onto the interactive marketing bandwagon and
with good reason. Interactive marketing is generally more measurable, can be less
expensive and overall a highly customized means of reaching specific groups. In many
cases some organizations have used viral marketing, social networking sites, and opt
in email campaigns to further their internal goals and garner support for their
initiatives.


Spread the word: Viral marketing

We all know that the benefit of viral marketing depends on a high pass-along rate
from user to user. If a large percentage of recipients forward a message to a large
number of friends, the overall growth can snowball very quickly. The One Campaign is
an excellent example of viral marketing. The campaign was spurned out of a
partnership of over 100 non-profit and charitable organizations. These groups pooled
resources, manpower (in many cases celebrity power) in support of two worthy causes.
To date, the One Campaign has successfully inspired over 2.4 million people to sign
the One Declaration. This electronic document is a compelling message and an open
request to help end extreme poverty and the global AIDS crisis. After signing the
OD users are asked to forward the document to friends, family members and
colleagues. The OD has been used to motivate world leaders to take political action
to address world hunger and the global AIDS crisis.


Tell A Friend: Social Networking Sites

One of the biggest challenges faced by non-profits and charities is garnering a
perennial base of supporters and volunteers. However, this challenge is increasingly
countered with the use of social networking sites. Many sites such as Facebook and
Myspace have provided a valuable pool of new potential supporters and volunteers.
The beauty of social networking sites is that non-profits organizations and
charities can easily communicate their messages to large niche markets. This mode is
relatively inexpensive, can be done on a regular basis and the opportunity to reach
new supporters is exponential as members join social networking sites everyday! Food
Not Bombs and Race For the Cure have official pages on Myspace. The One Campaign has
an official Facebook page. Visibility on a social networking site is also beneficial
to non-profits and charities because users are generally younger which provides an
opportunity to reap support over the course of the user's life. There is also the
potential benefit of viral marketing as messages can be passed from user to user on
these sites.


Ask your friends for help: Opt In Email Campaigns

In 1997 Lance Armstrong the champion cyclist, seven time Tour de France winner and
cancer survivor founded the Lance Armstrong Foundation. The goal of this
organization is to support cancer survivorship. To do so, LAF provides a variety of
services to cancer survivors and their families. Like most charities, LAF solicits
support from large corporations but also depends heavily on donations from
individual citizens. In terms of fundraising vehicles, LAF provides fundraisers
with a variety of interactive drivers. Fundraisers sign up online and are issued an
official LAF donor web page. This page allows fundraisers to create mini opt-email
messages. They create targeted messages requesting monetary donations from their
friends and family members. Recipients are more likely to open the email message and
respond with a donation. Often times, recipients also include a short motivational
message with their donation. This message is posted on the individual fundraiser's
LAF donor web page and can be included in future email campaigns.


Ultimately, interactive marketing has proven to be useful in the business world.
However, if more charities use interactive marketing strategies and resources
perhaps the offset will be a kinder and safer world for us all!



Web Site = http://ConnectThru.com

Contact Details = ConnectThru.com