One of the coolest things about working in social media fundraising is seeing now new ideas evolve over time. The “Twitter For The Critters Celebrity Challenge” features Billy Ray and Miley Cyrus, Peter Facinelli, Kelly Osbourne, Eric Stonestreet, but has collected autographs from 83 others, supporting the Onyx and Breezy Foundation For the Welfare of Animals.
Here’s how it works:
- Make at least a $5 donation between February 8th and February 18th.
- One donor to the celebrity “team” who raises the most money will receive a poster signed by the 88 celebs.
I think whomever put this together did a couple things right:
- The barrier to entry is low, only $5.
- They somehow found a LOT of celebrities to participate. The combined audience must be huge.
- The celebrities can participate with friendly competition as they Tweet.
- You can only get the poster if your team wins. Therefore, each donor has an incentive to spread the word, give more, and make sure their team wins. This will probably lead to more giving overall.
Of course, a few things can be improved.
- The nonprofit’s website isn’t the most professional.
- In Chrome the homepage turns blue (??) and it plays music :-(
- The celebrities could be providing matching donations.
- There’s no indication of how much money has been raised by each team! Maybe that’s by design..
What do you think? How does it stack up against other celebrity fundraising on social media?