Facebook Fundraising
One of the latest waves of new Facebook applications is the ability to create a "cause" Facebook page and encourage fundraising from that page. The CEO of Beth Israel Deaconess hospital in Boston launched a cause page to raise funds for a harp player who visits the hospital.
Using the web to fundraise is not new, but the sheer viral power of Facebook is new, especially since Facebook cause "pages" can enhance the giving experience for donors. Facebook makes giving more personal than the simple chain email asking for a check. Moreover, if you deliver an invitation to the cause page with a nice personalized invitation, it might replace the need for a hand written note.
Of greatest interest to me were the comments after the post by the hospital's CEO, Paul Levy. A consultant notes that the efficacy of a Facebook fundraising campaign might eliminate the need for the classic charity golf tournament. Levy, in a later post, agrees.
But before you put those clubs away, or revel at the thought of no longer having to duck to avoid an errant tee shot, bear in mind that there has to be a saturation point with all of the various applications and causes popping up on Facebook. I wonder if the best Facebook campaigns, ultimately, will be those that combine Facebook-based applications with real human interaction. It could be the new definition of an "integrated" campaign... or at least, an expanded definition.
Posted by Ross Levanto on February 20, 2008 at 5:21 PM
