You’ve seen them all before – “if we get to 10,000 followers and we’ll feed a lot of people”. “Only 10 referrals gets an additional $10 in a child’s lunch”. “With the help of Acme Inc., each view on YouTube puts another tree back into the environment.”

Well meaning, creative,  involving tactic? or destructive, callously built and cause-destroying social hawking and incentivisation bribe? Our panel of executives and marketers were split down the middle with the following 17 views, how about you?

@wikibrands Q4 – Recruitment – Do you find value in “For every X, we’ll give Y up to Z” reciprocal promotions, social contesting, peer to peer fundraising when it comes to social media projects? #wikichat

The Negative View on Reciprocal Social Fundraising:

1) A Higher Goal @KidsAreHeroes It’s not about getting likes or followers. It’s about connecting. The rest will come.

2)    Misplaced Emphasis

@KidsAreHeroes: We never got followers because we promised donations. #justsayin

@MeghanReddick You want people to like you, follow you, ENGAGE with you, but not for a one-off reward.

@YWCA_Canada Getting likes, +1s etc should be about the cause and community conversation not corporate tallying; would rather see convos

@KidsAreHeroes Hate that. Donations shouldn’t be tied to tweets or likes. Just donate the money already.

@corinnerd Having engaged followers (change agents) is more important than sheer numbers; those can’t come from tactical campaigns

3) Short term gain, Long Term Drain @gordonjayfrost: I’d love to see metrics on acquisition through that type of campaign & then 6/12 month LYBUNT rates

4) Excuse for Not Going Step Further

@chwadhwani I worry that ppl feel they do enough through various passive engagements – feel excused from substantial involvement

@lamiki I prefer that vs. “Like” our page just to like it…I love it when action complements awareness!

@artezonline It’s hard to not be worried about slacktivism when people passively engage, true!

5) Content /Relationships > Transaction

@MeghanReddick I don’t think that works since you aren’t building true engagement in content.

@GordonJayFrost I generally hate those campaigns. They are transactional, not relationship building.

@SeanMoffitt It’s that constant tension between building some conversation scale and deeper fan intimacy

6) Follow Through Integrity?

@Sandra_Scian aaaahhhh. Not sure the promise is ever delivered…

@snotforprofit I always look for the fine print.

7) Context is Everything @artezonline Yes, sometimes timing matters too – nobody liked when @Bing wanted retweets before donating $100k to Japan 2011

The Positive View on Reciprocal Social Fundraising:

8) Partner Building @Ceebie has worked well for us. Nice if we can share the list of FB likes following the initiative but gr8 for partner building.

9) Frequency Helps @canadahelps Doesn’t always provide lasting value to corp or charity. If corp promotes cause regularly to audience, maybe?

10) Quick Win @KidsHelpPhone great way to help a corp. up their followers and align with your cause. Not the best long term strategy but a good quick win.

11) Entry Point Marketing

@lamiki I agree that it’s transactional and not relationship-building, but sometimes you need to get people ‘in the door,’ per say

@YMCA_Canada May not build genuine relationships but hard to not support with simple Like or hashtag

12) Soulless

@MrsMcDowall Personally?… not so keen. Seems empty.

@corinnerd Sometimes find those tactics disingenuous as they bring focus to a corp (Pepsi Refresh anyone?) and less to the cause

@techsoupcanada if the ask had been to “like” the sponsor though I would have felt a bit slimy and really hesitated

13) Reinforces Current Advocacy @techsoupcanada I have (in my personal life) “liked” a page because they said there would be a donation… but it was an org I liked anyway

14) Exposure/Buzz

@Sandra_Scian Getting attention to your cause (likes) is marketing word of mouth.

@onegirlorg It may be a quick awareness for organisations, but what is needed is long term engagement

15) No Big Deal, Old Tactic Updated @yazmaziar That is really just the 2.0 version of ol’ email click-to-give CRMP. I’ve seen some examples of good execution tho.

16) Youth Targeted @Sandra_Scian A4 if the goal is to get a “youth” audience with transient loyalty, then yes. for lasting org support, not so much

17) Money can Trump All @MeghanReddick Not for long-term engagement. But if you are getting some corporate $$ then different story 🙂

Some reciprocal campaigns, we’ve seen in the past:

Giorgio Armani – Acqua for Life

Kraft’s Share a Little Comfort

Target Gives

Cheerios Feed a Curious Mind

Paypal’s Beat Cancer Everywhere

Pin It on Pinterest

Share This