With the introduction of the web, non-profit organisations have gained an invaluable tool for collaboration, innovation, and outreach. Today non-profits can easily connect with supporters, sharing information and in turn expanding their overall potential. The continual expanse of sharing platforms/forums, social media and payment platforms overcomes countless barriers that existed before the internet.
One.
Digital Marketing outreach is one of the ways none profits are Utilising the internet. Digital Marketing Outreach includes techniques such as E-mail, Social Media, Using Influencers/Famous Faces, and Content creation. In basic terms, it involves reaching out to people to create a buzz and boost visibility- instead of waiting for inbound interest. (Bentham, 2022)
A great example of this, Would be Green Peace’s Save The Arctic Campaign. In 2013 they teamed up with British Designer Vivienne Westwood to raise awareness about destructive drilling by Shell in the Arctic. They appropriated London’s Waterloo underground station, turning it into a giant exhibition space – showing “60 muted colour portraits of celebrities shot over a period of eighteen months by Andy Gotts MBE.” (Viviennewestwood.com, 2024) Below is a video to show the images that where included.
This Campaign exemplifies increasing outreach via the internet by using social media platforms and celebrity influence to amplify its message beyond the physical location of the exhibition. The internet also provided a platform for “Save The Arctic” T-shirt sales that are available on Green Peaces and Vivienne Westwood’s website.
Although the physical campaign was localised, I believe it was designed to generate visual content that members of the public could share on social media. Striking and unusual portrait style and colouring paired with the celebrities also wearing the campaign t-shirts created a recognisable and cohesive visual. The portraits where also positioned at eye level – on a busy route in/out of the underground station, perfect for a bored commuter to snap a picture of their favourite Celebrity and share. “Eye Level is Buy Level” is a term used within visual merchandising meaning that products closer to eye level are more likely to be noticed then above or below. (Mobile Insight, 2021)
Considering Celebrity influence further, the images exposed to Greenpeace and its mission. Many might not have known about Greenpeace previously, but the desire to emulate their favourite celebrities could drive T-shirt sales and boost the campaign’s online visibility through the sharing of personal photos. “A single post from a well-known celebrity can reach millions of followers within minutes. When celebrities share their outfits, their followers often want to emulate their style. This can lead to a rapid spread of trends as fans seek out similar clothes and accessories to replicate the looks they admire.” (www.fibre2fashion.com, 2024)
Overall I think the whole campaign was designed to be easily shared and distinct across social media platforms, in turn spreading awareness well beyond London.
Two.
A second way that Non-Profits use the internet to aid their cause is for fundraising. Using platforms such as Kick Starter or Go Fund me, allows for elevated community engagement and opportunity for individuals to become familiar with the cause they are donating to. This helps foster a feeling of community and personal relationship between donation and cause. Combined with social media, charities can post real time updates and information that bolsters transparency and the feeling of donor involvement. All of which are key for Non-Profits receiving continued support. An example of this would be the Charity : Water. Water has an option on their website that allows members to create a personalised Crowd Fund with an individual goal or message. This re-enforces the feeling of community, direct involvement, and seeing direct impact of a donation.
Using Crowd funding is also beneficial for Non-Profits as it requires much lower prior spending. Traditional Charity events such a raffles, ticketed events and auctions may require Venue hire, catering costs or purchase of assets. All of which are expensive, using a web based platform such as Crowd Fund eliminates these costs entirely.(Crowdfunder UK, n.d.,2024) As shown below.
Three.
Another important factor of Web Impact on non-profits is the steady increase of cashless payment methods. In order to target a wide audience Charities have created digital payment options. “There has been strong growth in the use of mobile phones and smart watches to make payments. Nearly a third of the adult population were registered to use mobile payments by the end of 2020, an increase of 7.4 million people compared to 2019.” (UK Finance, 2021) Digital transactions also provide valuable data on donor behaviour, helping them tailor their fundraising strategies and improve engagement/outreach.
To Conclude.
From my research I think the web has revolutionised non-profit organisations by enhancing collaboration, outreach, and fundraising. Digital marketing strategies, such as social media campaigns and crowdfunding, allow non-profits to engage personally and more effectively with supporters. The internet as facilitated greater visibility and easier donations, fostering community involvement and financial stream lining.
Bibliography
Bentham, D. (2022). Niche Marketing Tips: Achieve Your Marketing Goals With Digital Outreach. [online] CountingStars. Available at: https://www.counting-stars.co.uk/niche-marketing-tips-achieve-your-marketing-goals-with-digital-outreach/ [Accessed 29 Oct. 2024].
Crowdfunder UK. (n.d.). Crowdfunder Fees. [online] Available at: https://www.crowdfunder.co.uk/fees [Accessed 1 Nov. 2024].
Mobile Insight. (2021). Eye-level is buy level — The Principles of Visual Merchandising – Mobile Insight. [online] Available at: https://mobileinsight.com/2021/01/21/eye-level-buy-level-importance-store-product-placement/ [Accessed 29 Oct. 2024].
UK Finance (2021). Contactless Now Accounts for More than a Quarter of All UK Payments | UK Finance. [online] www.ukfinance.org.uk. Available at: https://www.ukfinance.org.uk/press/press-releases/contactless-now-accounts-more-quarter-all-uk-payments [Accessed 1 Nov. 2024].
Viviennewestwood.com. (2024). Westwood World Save The Arctic Campaign. [online] Available at: https://www.viviennewestwood.com/en-gb/sustainability/activism/greenpeace/?srsltid=AfmBOoqs28OlANFvKpfBY6quSdlms8LZyjlLx-aNB5GG54KRPRHyBtym [Accessed 29 Oct. 2024].
www.fibre2fashion.com (2024). How Celebrities Shape Fashion: Influence, Diversity, and the Ever-Evolving Trends – Fibre2Fashion. [online] Fibre2fashion.com. Available at: https://www.fibre2fashion.com/industry-article/10113/how-celebrities-shape-fashion-influence-diversity-and-the-ever-evolving-trends [Accessed 29 Oct. 2024].