The Age of Digital Campaigning“Social media as a medium for connecting, organizing

and communicating is powering and spreading democracy far better than billions of dollars” (7)

Photo source: Pixabay “Keyboard” by ataata

Social media provides a medium for people to express themselves independently, and yet find community who share their thoughts.

Social media provides a platform for people to express themselves independently, and yet find a community in which to connect with. (7)

Photo source: Pixabay “Fists” by ClkerFreeVectorImages

“that can educate, heal and provoke change by sheer strength of vocal numbers”(7)

Digital media has created a

“Hashtag Unity”

Photo source: Pixabay “Hashtag” by irfanahmad_1989

Millennial’s engagement and acceptance of digital media has created a generation of

“Clicktivism”the use of digital media for facilitating social change and activism (6)

Photo source: Pixabay “Office Keyboard” by Unsplash

“Some have argued this minimizes people's perception of activism to a mere click, giving people a shallow sense of participation with no incentive to take further action”. (8)

Photo source: Flickr “Women’s Liberation” by Leffler

“The lazy web eco-system makes it easy to support a cause without being productive”(4)

Photo source: Pixabay “Female typing” by Stokpic

This behavior has created a culture filled with “Slacktavists”

Which describe the Millennials’ preference towards digital advocacy rather than “hitting the pavement”. (4)

Photo source: Pixabay “Digital Tree” by geralt

ProblemThis new

behaviour of online support

sites have created an

opportunity for individuals to

possess an “impression of

support” (3)

I will help,I have

liked the Facebook

page!

I will help,I have

just tweeted about it!

Photo source: Pixabay “Iphones” by zulubo and Pixabay “Person Silhouettes” by geralt

“Most social media campaigns fail because fundraising

committees do not realize that social media is simply a

communication channel, not the content of the

communication itself” (9) Photo source: Pixabay “computer” by FirmBee

Organizations must learn that to succeed in prolonging engagement it is not enough to “launch a hashtag or video and hope it

goes viral” (2)

Photo source: Pixabay “Entrepreneur” by geralt

They must tie their user’s online actions to “specific, on-going, and detailed outcomes” (4)

Photo source: Pixabay “Plan and Execute” by geralt

1. “Present the campaign message from an

outsider’s perspective”

2. A Thought Experiment

3. Decentralise social networking

4. Effective blueprint for sustainable

operation

An organizations’ success lies in its Digital Offering (1)

Photo source: Pixabay “organization” by geratl

1. “Present the campaign message from an outsider’s perspective”

To create a mainstream message, it must be accepted by a wide variety of individuals whose

interests are highlighted among the cause

Using accessible and inclusive vocabulary will help engage new audiences and create new stakeholders

(1)

(1)

Photo source: Pixabay “Building” by Unsplah

2. A Thought Experiment

• Market the campaign using different methods to expose the message to different demographics

• Allow the audience to interpret their own message

(1)

(1)

Photo source: Pixabay “Speakers” by geralt

3. Decentralise social

networking

• Or create one single voice via main website

• Use Research tags to find the best keywords for your brand

(10)

• Use various social media sites to create

multiple points of contact (1)

(1)

Photo source: Pixabay “Wordpress” by pixelcreatures

4. Effective blueprint for sustainable operation

Allows the development of “organic relationships” with social media (1)

Photo source: Pixabay “Webdesign” by FrimBee

To further maximize user engagement, organizations should invest in Social Good App development.

The creation of free online games engages supporters to play and turn their points into

monetary donations (6)

Photo source: Pixabay “Startup” by StartupStockphotos

‘One Today’ an app that shares

information about non-profits to allow you to make

micro-donations (11)

Your donations can be matched by your

social media friends. This can generate

peer-to-peer encouragement

solicitation through individual networks.

(5)

Photo source: Pixabay “Donate” by angiechaoticcrooks0

The advantages to developing Social Good Apps is that it helps brands, like Toyota, integrate

philanthropy and gaming into their media strategy (6)

Photo source: Pixabay “Female Computer” by PublicDomainPictures

The greatest strength of social media is its ability to raise international awareness for causes on an unprecedented

scale.

Photo source: Pixabay “Executive Connection” by geralt

With 71% of Millennials going online to discuss what is on their mind, (3)

organizations are able to unlock their most

successful campaigns through using

Digital media Photo source: Pixabay “Social Media via Mobile” by FirmBee

Work Cited1. Adhikari, Abhay. April 5, 2012. “How charities can use social media for digital campaigning.” The Guardian. 2. Keilberger, Craig and Mark. April 10, 2012. “A click is not enough to have impact on world.” Canoe.com. 3. Stern, Caryl. March 31, 2015. “In Praise of Clicktivism.” Huffington Post.4. Faw, Larissa. October 23, 2012. “Are Millennials Lazy or Avant-Garde Social Activist?” Forbes. 5. Castillo, Marc. Petrie, Ragan. Wardell, Clarence. March 11, 2013. “Fundraising through online social networks: A field experiment on peer-to-peer solicitation.” Journal of Public Economics. 6. Swallow, Erica. March 23, 2013. “How Social Games are Changing the World.” Forbes. 7. Shurma, Ritu. November 12, 2014. “Social Media as a Formidable Force for Change.” Huffington Post.8. Flaim, Javier. November 26, 2013. “The Grey Area of Clicktivism.” Huffington Post.9. Dearborn, Edwin. November 12, 2013. “How to Create An Effective Social Media Campaign For a Non-profit Organization.” Nonprofit Information. 10. Rampton, John. June 6, 2014. “How Image Tagging Can Help Your Brand’s social Media Marketing.” Forbes. 11. Gilpin, Lyndsey. June 24, 2014. “Photos: 12 empowering apps to help you do social good.” Tech Republic.