Social Enterprises today, use the power of both online and offline communication media to promote their cause and garner support. With viral marketing through social media dominating the promotion circuit, creativity in on-ground activities is as much important. The opportunity to meet your target audience, interact with them, get their feedback, and have an engaging conversation is what proves to be more valuable in the long run.
Fundraisers, charity dinners and exhibits are some of the commonly used formats to garner donors’ attention. Here’s a roundup of some novel on-ground activities employed by social good brands.
- Organizing A Big Scale Event To Promote A Global Cause
When the cause you are working for is severe enough to affect people on a global level, mass events held at famous public places create a buzz and generate a virality for the campaign without any extra efforts. Feeding 5000, chain event by food activist Tristram Stuart is a massive food fest where food is made from rejected fruits and vegetables. This food was recently served to 5000 New Yorkers at their event in NYC. These Feeding 5k events have pulled more than 18k followers on Feedback Global’s Facebook page and brimming participation at their events in every city.
- Partnered Events To Raise Funds
In these type of events, social enterprises partner with other commercial brands to leverage the brand’s public image and raise funds for their target beneficiaries by holding events where the public is allowed to participate. In a record-breaking event, The Royal National Institute for Blind(RNIB) and Walker Books teamed up to raise awareness for ‘Read for RNIB’ day and to celebrate the 25th anniversary of international children’s best-seller, ‘We’re going on a bear hunt’ in 2014, with a record attempt for the largest reading lesson. This event saw a massive participation and was attended by 1500 children and more 30,000 tuned in online. This event generated over £21,000 AVE and reached over 8 million people through various communication media.
- Participating in A Popular Social Good Event to Garner Support
This is an event format followed by rising social startups to promote their brand and generate awareness about their product and cause, by leveraging the visibility of another socially backed event. Question coffee in Kigali, Rwanda leveraged the recently held Kigali Peace Marathon 2016 to promote themselves by serving coffee to the runners. This served as a support to the Peace Marathon along with empowering women coffee growers who are the central focus of Question Coffee’s impact initiatives.
- Participating In Events And Exhibitions Related To Your Cause
In this format, social good brands participate in an event that promotes a related cause. Festivals and exhibitions fall under this category. Bakeys participated in the annual Millet fest held in Telangana to promote the use of Millets as a better nutritional substitute for rice, wheat etc. Bakeys did a dual promotion of their edible millet spoons along with promoting millet farming and its use at the Millet Fest 2015. More about Millet Fest here.
Although social media has become cardinal to garner support, offline activities and events are still the go-to choices if a social enterprise aims to spark personal and long-lasting engagement with the followers of its brand.