August 31, 2014

Is it Folly, or a bit of Fun?

Posted in Good news stories, Marketing, Trends in Volunteering tagged , , , at 5:06 am by Sue Hine

images0D14JGBNThe ice bucket challenge has swept the world, becoming more intense over the past month.  Not just a self-indulgent YouTube and Facebook craze, the challenge is also a phenomenal fund-raiser for more organisations than the original intention of supporting ALS Association.

It has also garnered rather a lot of cynical commentary.  Celebrities from Presidents to Pop stars have bared their discomfort and attracted their imitators.  It’s an ego trip, nothing but narcissism, a waste of water in drought zones, say the columnists.  Corporate challengers have found yet another means for promoting their business.  Essentially the challenge is “a middle-class wet-T-shirt contest for armchair clicktivists”.  It’s a virus more contagious than other recent crazes combined.  There are also risks to your health if you have a heart condition, and the shock of really icy water can be risky too.  So it’s just another on-line folly, right?

More substantive criticism is slanted at charity organisations hijacking the idea for their own fundraising, though Cancer Society in New Zealand found they were unwitting beneficiaries early in July.  Wikipedia offers a summary of the saga, and a long list of on-line references if you want to know more.

This craze has attracted huge numbers of people to respond to the challenge, volunteering to undergo the drenching indignity and to turn it into a public event – which draws attention to the cause.  There is more: (1) undertaking the challenge is also a commitment to donating money, and (2) issuing a challenge to three more people.  With that process in place the explosive outcome is not so surprising.  And we all love a challenge, specially when it’s a bit of fun – don’t we?

Whether folly or for fun, the Ice-Bucket challenge is attracting voluntary effort everywhere.  It’s yet another example of social media creativity which must be exciting marketing and fundraising managers in the non-profit world.  Other initiatives include Givealittle, the zero fees fundraising website, and the TV station which takes up hard-luck stories and raises $500,000 to support disadvantaged kids.

What if we turned these $ donors into time volunteers?  Not all the Ice-Bucketers at once of course.  What would it take to get people thinking outside their self-indulgent mode, showing interest in community and commitment to a cause?  It’s not so hard when you’ve got an attractive interactive website, and you’re social media-savvy.  It’s retaining that interest and commitment that can test an organisation and its manager of volunteers.  Just have to make sure we can keep the fun in volunteering!

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2 Comments »

  1. Hi Sue! I could not agree more-we can dismiss this as folly and be “haters” or we can look at the viral nature of this campaign and think “how can we do something like this to promote volunteerism?” Not copy it, mind you, but how can we think creatively to encourage more people to spend some time helping. It would be wonderful if we could start a “viral volunteering” challenge so that we all would benefit.

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  2. Sue Hine said,

    Ummm…… I think there is quite a bit of spontaneous volunteering out there, bubbling along under the radar but not going viral, not yet anyway. Maybe it’s a bit much to expect a one-hit job to evolve into viral volunteering – though sometimes a volunteering event can attract a lot of attention. Here’s another interesting item re social media and philanthropy: http://www.probonoaustralia.com.au/news/2014/09/philanthropy-has-bright-future-even-era-justin-bieber
    The message we should be heeding is about upping our web presence and being really savvy about social media – and maybe engaging more with Gen Y and Millenials.

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