Global charity ActionAid has come up with its first fundraising viral in an attempt to engage a new audience. The charity tried to virtualise the warm fuzzy feeling donating to charity should give. Donate £2 ($3) to ActionAid and you get a personalised video thank you complete with cute kids, an applauding Barack Obama and your own town. (See an example at http://www.youtube.com/watch?v=v86vnuZYT7U)
I'm volunteering at ActionAid this week trying to raise awareness of the viral (part of ActionAid's PoverTee Day on June 26th) and trying to stimulate debate around the concept.
This is ActionAid's first go at a fundraising viral. It raises interesting questions - not least of all does it work? Does it strike the right tone? Can charities successfully tap into the digital space? Can you monitise a viral for a good cause? https://www.actionaid.org.uk/poverteeday/donate.php
