Social Media for Charity Fundraising

Twitter is a free microblogging social network that enables users to post short messages viewed by other subscribers. “Tweets” of 140 characters or less are sent and received from computers and other mobile devices. Facebook is the most popular social networking service. Facebook gets most of its revenue from advertising, and firms use the site to promote their products and services. In 2011, Facebook launched a new portal for marketers and creative agencies to help them develop brand promotions. Hi5.com is giving Facebook a run for its money. The social networking site has become the world’s third most trafficked, thanks to a focus on Spanish-speaking countries.

Social media have evolved through Web 2.0, a term that describes a new wave of Internet innovation that enables users to publish and exchange content. More consumers are using social media to obtain information that influences their buying decisions. By creating brand presence in social media, marketers boost people’s tendency to imbue products r activities with “personality” or other characteristics they can identify with.

Social media are making a particularly big impact in charitable fundraising, a field that benefits enormously from international marketing. For example, the British charity Oxfam expanded its social media to better engage audiences online. Oxfam recruited a digital specialist to lead the expansion. Video content is preferred because of its emotional impact, moving people to donate at levels that reading a blog or Twitter message cannot. Oxfam is ramping up its Facebook sites and launching a web TV channel. To date, it has 716,000 followers on Twitter, its Facebook site has 253,000 likes and it has over 6,000 subscribers on YouTube.

Charities used social media to conduct fundraising for the Haiti earthquake in 2010. Twitter, Facebook, and other sites made it easier for charities to communicate. The Red Cross uses such media to augment traditional fundraising methods, such as direct mail, email, and telephone. Social media are less effective for contacting older donors, so it makes sense to use a variety of communications methods. Orphan charity SOS Children’s Villages prefers social media because of its cost effectiveness over more traditional methods. The charity posts videos on YouTube and makes ample use of Facebook, Hi5, and Twitter. For many charitable organizations, social media are the most effective approach for maximizing returns for the amount of time and money spent on fundraising.

Though email and websites are still considered the most important communication tool for non-profits, a recent study reports that social media is growing 3x faster than email. Additionally, Hubspot’s survey of small to medium non-profits in the US cite the top following social networks used by non-profits:

  1. Facebook (98%)
  2. Twitter (~70%)
  3. LinkedIn (~55%)
  4. YouTube (~45%)

Social media has given us new opportunities to engage donors and raise funds. Charities and non-profits should take advantage of this.

This is an excerpt from the book by: Michael R. Czinkota, Ilkka A. Ronkainen. International Marketing 10th Ed (USA: Cengage, 2013), pg 563.

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The Internet of things in Vietnam

Vietnam is currently one of Southeast Asia’s fastest growing economies. But that has not always been the case. When it unified in 1975, it struggled to find its feet. But when elements of market forces and enterprise were introduced and the stock exchange was opened, the country began to find its feet. Since then, foreign investment has grown. The United States is now one of Vietnam’s main trading partners.

More recently, the popularity of the Internet has brought about many changes. Vietnam’s Internet penetration is one of the highest in Southeast Asia at 44% of the country’s 90 million population. Much of the growth is attributed to smartphones, which are used by more than a third of the population. With very affordable mobile data rates at just $3 a gigabyte, Vietnam has now joined the Internet bandwagon. The impact is huge. Active social media accounts rose 41% this year. Vietnam’s active Facebook users are now at 30 million, an increase of 8.5 million since 2012. It is the most popular site being used by 21% of the population according to a survey conducted by We Are Social. Google+ has 13% and Twitter 8%.

There had been initial attempts to limit Internet freedom by the government. A few years ago, Vietnam’s government launched its own social media site to compete with Facebook. Dubbed Go.vn, it required users to use their real names and register with their government-issued numbers. Not many “friended” the government. Vietnam also used to block Facebook but Prime Minister Nguyen Tan Dung has decided to hit the “like” button saying that it can help small businesses to find new customers. Since then, several cabinet members have created their own pages and state-run broadcasters have begun uploading videos on Youtube. Despite a growing list of regulations, the government’s more open attitude towards the Internet has been quite effective. Online sales by business to consumers in Vietnam totaled an estimated $2.2 billion in 2013. They are estimated to reach $4 billion in 2015.

E-commerce and online trade have especially benefitted from the government’s efforts to promote Internet usage. Shopping websites such as Lazada and Sendo are mushrooming. Thegioididong, a leading IT retailer posted sales of $47.6 million in the first half of 2014. That was a growth of 300 percent. A recent survey by the Ministry of Industry and Trade’s E-commerce and Information Technology Department found that 58 percent of the Internet population shop online and spend an average of $145.

With the Internet boom and a growing middle class, there are a lot of business opportunities especially for foreign companies. Big global players such as Alibaba and Amazon have begun to build their presence in the country. Internet companies that want to expand to Asia should definitely not overlook Vietnam.

 

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Urgent need for data deletion in big data era

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18 years ago, I wrote fervently about the imperative of more data deletion in the Journal of International Business Studies: “The growing risk of information overload is likely to lead to the emergence of a new industry concentrated on the reduction of knowledge… Due to rising concerns in the information dissemination area, the role of privacy experts and mechanisms designed to withhold information will also be on the increase”

After six years of testing, Google finally announced the option of “undo send” in its Gmail service. However, rumors of deletion capability are vastly exaggerated.  Instead of actually “deleting” the email after sending it, the new “undo send” function just provides a time delay ranging from 5 to 30 seconds before sending out the email. Once the send button has been clicked, nothing can be “undone” after that time delay . Even now, if you accidentally send sensitive bank information to a total stranger, you still have to get a court order before Google can unsend an email full of sensitive data that  mistakenly arrived in the inbox of a wrong person.

We don’t have the slightest doubt that big data technology has played an irreplaceable role in letting economies boom. Google, for example, has collected data from Gmap in mobile phones to report accurate instant traffic information. IBM’s Watson Supercomputer collects all medical journals and clinical cases and makes them available to doctors.

 

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After Hillary Clinton’s email scandal, many people prefer a delay to a delete function in order to maintain accurate records. But for privacy’s sake, deletion may be essential. It  can take  a long time for laws to catch up with modern crimes.

Too many data can also disable people’s decision making capacity. Dr. Ron Friedman, a social psychologist on the science of workplace excellence conducted  research on how more information influences people’s decision making. We used to think that more information leads to smarter decisions. However, when data are missing, we tend to overestimate their value.

Increasingly, we can build our understanding based on data derived from applications. We will be able to compare the use of air-conditioning in Shanghai to that in Berlin. A Smart Factory can offer solutions and services to consumers in different  and changing conditions. Key obstacles are the reality of  messy information and the problem of getting rid of useless data.

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