Com546 final - pdf

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Nonprofit Supporter Engagement History and Evolu7on: A Red Cross Case Study By Rachael Boyer May 24, 2011

Transcript of Com546 final - pdf

Page 1: Com546 final - pdf

Nonprofit  Supporter  Engagement    History  and  Evolu7on:    

A  Red  Cross  Case  Study  By  Rachael  Boyer  May  24,  2011  

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The  American    Red  Cross  began    with  a  mee7ng  of    Clara  Barton’s  acquaintances.    

•  Clara  was  also  a  persuasive  and  charisma7c  speaker  who  could  rally  volunteers  with  ease.  

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The  Red  Cross  used    posters  and  newsleMers  

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Then  email  

Unique  email  campaigns  with  catchy  subject  lines  and  visually  interes7ng  graphics  encourage  ac7on  from  supporters,  but  don’t  allow  for  conversa7ons.    

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Then  social  media  and  text  giving  

Social  media  allows  mul7-­‐way  communica7on,  and  text  giving  is  popular,  but  not  without  problems.    

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     What’s  next?  

Will  mobile  TV,  and  internet-­‐enabled  smart  phones  con7nue  to  make  nonprofit  communica7ons  evolve?  

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Credits  

•  Papatoetoe  Red  Cross  mee7ng,  ca  1962,  photograph  by  Trevor  Penman,  courtesy  Manukau  Libraries    hMp://www.flickr.com/photos/manukau-­‐libraries/4477875704/in/photostream/  

•  Informa7on  about  Clara  Barton,  and  the  American  Red  Cross  hMp://www.redcross.org/museum/history/claraBarton.asp  •  Vintage  American  Red  Cross  posters:  hMp://www.redcross.org/museum/exhibits/posters.asp    •  Red  Cross  email  screenshot  by  Jeannie  Chan:  hMp://www.curiousmarketeer.com/2011/01/a-­‐lesson-­‐from-­‐the-­‐red-­‐cross/    

•  Ozarks  Red  Cross  TwiMer  screenshot:  hMp://www.flickr.com/photos/ozarksredcross/4931433930/sizes/m/in/photostream/    •  Text  giving  photo  by  Ann  Larie  Valen7ne:  hMp://www.flickr.com/photos/sanfranannie/2825316538/    •  Mobile  TV  photo  by  Nicolas  Nova:  hMp://www.flickr.com/photos/nnova/3948168895/    •  Red  Cross  Social  Media  study:  

hMp://offcampus.lib.washington.edu/login?url=hMp://search.ebscohost.com.offcampus.lib.washington.edu/login.aspx?direct=true&db=a9h&AN=58095719&site=ehost-­‐live    

By  Rachael  Boyer,  for  COM  546,  Evolu7ons  and  Trends  of  Digital  Media  at  the  University  of  Washington,  Master  of  Communica7on  in  Digital  Media.  Spring  2011.