As Tyler Pilgrim noted in his blog, Twitter Can Be a Lifesaver If Used Correctly. But is it useful to encourage people to donate or take voluntary actions after the crisis?
Instinctively, those who survive a natural disaster immediately run to remove with bare hands the rubble to look for trapped people. Form human chains to pass along shovels, buckets, gloves or anything that might help. Organize groups through social media to search and rescue survivors. But unfortunately, this adrenaline to help only stays for a short period, and supplying food and water for thousands of victims and reconstructing cities after disasters are expensive tasks and left to non-profit organizations.
Photo credits: Pedro Pardo
Non-profit organizations provide much-needed help in and after disaster situations. They often operate together with local governments or the military and are essential to facilitate recovery and aid victims. Social media is probably the most effective way for nonprofits to ask for donations or announce opportunities to take voluntary actions due to its characteristics to rapidly broadcast information to masses of people. Evidence has shown that the use of social media, both before and after the disaster, has a positive impact on the number of donations that nonprofits raise. (Okada, A., Ishida, Y., Yamauchi, N., 2017)
After NPOs decide to engage in response activities, they use multiple communication channels to send out information to encourage people to take voluntary actions. Twitter is a handy tool for carrying out the social movements of NPOs such as community building (Briones et al., 2011), advocacy work and development (Saxton & Lovejoy 2012). The use of Twitter by nonprofit organizations plays an essential role in creating awareness and providing information on how what and where to donate (Okada & Yamauchi, 2014). A great example of this is the Mexican Red-Cross during the earthquake of 2017, in Mexico:
Twitter: Red Cross Mexico (@CruzRoja_MX)
To achieve higher engagement, NPOs should consider the following:
1. Information: The information function says you should post tweets containing information about the organization’s activities, highlights from events, or any other news, facts, reports or information relevant to an organization’s stakeholders. Basically, to spread information about the organization, its activities, or anything that might interest potential volunteers or donors. (Saxton & Lovejoy 2012).
2. Community: Use Twitter to interact, share, and start a dialogue with stakeholders to form an online community with many followers. Foster relationships, create networks and build communities that that will support you and will be willing to donate. “Thank you,” and acknowledgment tweets are highly effective. (Saxton & Lovejoy 2012).
3. Call for Action: Ask followers to do something for the organization, whether it is to donate, do volunteer work or join a movement. Twitter users are resources that will help NPOs fulfill their mission (Saxton & Lovejoy 2012).
These 3 simple points maybe are essential to get more donations and a higher number of volunteers. Every situation is unique, and people respond differently, but if NPOs follow the above, their chances of gathering more funds increase.
References
Okada, A., Ishida, Y., Yamauchi, N. (2017) Effectiveness of Social Media in Disaster Fundraising: Mobilizing the Public towards Voluntary Actions. International Journal of Public Administration in the Digital Age. Volume 4 Issue(1), pp.49-68
Briones, R. L., Kucha, B., Liua, F. B., Jinb, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 2011, Vol.37(1), pp.37-43
Saxton, D. G., Lovejoy, Information, Community and Action: How Non-Profit Organizations Use Social Media. (2012). Journal of Computer-Mediated Communication 337–353 © 2012 International Communication Association
Sissi Soraiz Gonzalez
Student at the University of Amsterdam
PR Media and Public
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