Non-profits are all online, but few are using new media to strengthen and develop donor connections as well as a recent partnership between Caring.com and the Alzheimer’s Association of America.
Caring.com’s leaders described this partnership at two recent conferences, the American Society for Aging’s annual gathering and Mary Furlong’s What’s Next Boomer Business Summit.
Last summer, Caring.com developed a tool whereby any person with her own Internet presence could insert an image of the AAA’s purple ribbon, together with custom messages and a link to caring.com, on her own blog or website. For each “activation,” caring.com gave the AAA $10.
Caring.com’s CEO Andy Cohen told me this partnership took a lot of work. While it’s not something websites can engage in frequently, it offers a unique win-win-win for all involved:
- Individuals.
For those who activated (by posting the ribbon on their own sites), the program satisfied several goals: it allowed them to “badge” themselves with a cause to which they have a strong personal connection; personalize the ribbon and text to honor someone they loved; and it raised money for Alzheimer’s. - Alzheimer’s Association.
The organization raised $10,000, but also gave enabled thousands of viral supporters to publicly affiliate with the organization; as paid advertising, the ribbons remain on individual websites as long as the activator leaves it up (probably for years); and the promotion offered those who posted the ribbon to make their own donation to the Association (many did). - Caring.com
The promotion brought new visitors to caring.com (the Association featured the promotion in its newsletter), many of whom subscribed for caring.com content while participating. And the 1,600 “activations” offered a long-term benefit for caring.com also, since the ribbons featured links back to caring.com and to specific Alzheimers-related content there.
Boomer women make up a substantial portion of the donating public. They are also active users of websites like caring.com (and www.VibrantNation.com). Social media is offering non-profits and websites exciting new ways to strengthen their relationships with the supporters they both need.
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