Tuesday, May 28, 2013


Week 1

The Salvation Army was founded in 1882 and has become one of the most influential, non-governmental social service providers in Canada (Salvation Army, ). The NGO provides basic necessities including shelter, food and clothing for over 400 families across the nation and over 120 countries worldwide (2013). The organization also assists the homeless and addict population (2013).

                Why has this Canadian non-profit been so successful? Currently, according to a study done by Hill & Knowlton, the Salvation Army is one of the most influential charities in the social media sphere (social times, 2011). The tech savvy organization has mastered the technique of using social media to create awareness within the Canadian population - a tactic many other NGOs may find too daunting.

                 In my opinion, the Salvation Army's online fundraising success can be accredited to 3 tactics: Proper usage of social media and upfront, transparent requests for donations.

                First of all, the organization's stellar website is fantastic! All of the information and links are clear and concise. The page is also very interactive as it not only offers links to the SA's Facebook, Twitter, Flickr and YouTube pages, but also streams videos and hosts a 24/7 live chat for people to connect with each other and those in need. The live chat is an exceptional feature, at least for those in need who have access to a computer, as they can request exactly what they need and get instant responses from people willing to drop off the specified goods for them. Another brilliant feature is the simplicity in which one can donate. There are several different options, all clearly explained on the website. Individuals have the option to donate online, via mail, in person or as a corporation. The website clearly explains exactly what they need, and directs you to their social media pages to keep on top of what items are needed any given day. The transactions are simple, and where your donation goes is explained.
               
                A close look at the organization's Twitter, Facebook and YouTube pages proves that this organization is taking advantage of the inexpensive and convenient  communication medium. It has 27,991 followers on Twitter, and just under 17,000 likes on Facebook. Both pages are constantly updated on an hourly basis, displaying photos, facts and most importantly, what they are in need of.




Tuesday, May 28, 2013

Week 2- Partnerships

 & the WestJet Cares for Kids program
How WestJet supports the community without re-inventing the wheel

As we all know, WestJet is a popular Canadian airline company that started in 1995 to offer lower prices for flights. You’ll also know WestJet from their witty commercials, friendly staff, etc. image they portray. WestJet carries over their fun-loving image by partnering with many children charities across Canada. Their Community Investment initiatives have two programs: WestJet Cares for Kids and WestJetters Caring for Our Community. Under the WestJet Cares for Kids program, they support six national charities “that impact child’s health and wellness issues” (WestJet, 2013). Those charities include the following:


I think this shows they have a clear vision for their philanthropic efforts, meaning they obviously had a clear goal when taking on these charities. This rings true with their statement made on the WestJet website: “The WestJet Cares for Kids partners were carefully chosen as they share our mandate to help children and their families with health and wellness needs” (WestJet, 2013). This shows a strong charity brand, if you could call it that.

Aligning
This charity brand, I believe, is important for an organization to choose their partnering charities very carefully. WestJet has done just that. All the above-mentioned charities have something to do with helping children. WestJet’s Cares for Kids program was something that was planned out and seems very well put together. They partner with mostly well-known charities that support children in communities across Canada and they do it very well.

Benefits All Around!
Through sponsorship of events, flight donations and providing other resources, WestJet offers different support depending upon the charity’s needs.
When WestJet donates flights, they are supplying a service they already offer, so it doesn’t involve a lot of extra work on their behalf. It’s a win-win relationship. They both get publicity; WestJet for demonstrating their philanthropic efforts/image and that particular charity is brought forth which in turn draws more attention to their cause.
That is basically the relationship in charity-organization partnerships. That’s why so many organizations do this because it’s a two-way street to free publicity.

Popularity Pays
“Please note: Due to the volume of requests that WestJet receives we require four to six weeks to review and respond to your request. Submit a donation request .” This appears on WestJet’s page under their Community Investment section. Because WestJet is such a well-known company, it must be hard for a charity to submit a request. There are several requirements that a charity must fall under in order to be accepted past the application form, which is made digitally because of the sheer volume of requests. A company like this must be a daunting task for such charity’s to want to apply. I found through my Googling research that there are many tips and tricks available online for charities, non-profits etc. to help them apply for corporate partnerships.
This site was the best tool to help:
How to Find a Cause Marketing Business Partner:
http://nonprofit.about.com/od/causerelatedmarketing/ss/How-To-Find-A-Cause-Marketing-Business-Partner.htm
The site talk about a target approach for non-profits when choosing a company. They say, basically take what you can get in the general hemisphere of your target company.   
There are many other sites like these offering tips for non-profits to select and ask (properly) to partner with them. I think this would be more for smaller non-profits/charities because it would be the PR practitioner’s job to position that charity for maximum fund development.  

Global Hand- Matchmaking charities with Organizations
I came across a website that actually matches up a company with a certain charity based upon the “connectivity” (Global Hand, 2013). They call themselves the “partnership people” and it’s like a matchmaking service for an organization’s philanthropic efforts. Imagine, a company that helps other company’s boost their image through partnerships with charities.
Isn’t this what a Public Relations practitioner would do in the fund development department of an organization? Or could this be a tool to make those PR practitioner’s lives easier Check it out to find out yourself: http://www.globalhand.org/en/about/what_is_gh

Summary
All in all, this philanthropic partnership isn’t going anywhere. Non-profits will always be looking for a way to obtain a long-standing relationship with wealthy companies and company’s will always need to give back in order to sustain their do-gooder image. 

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