12步引向一个成功的公益活动
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12步引向一个成功的公益活动，12 steps to a successful cause campaign 中文翻译
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12步引向一个成功的公益活动
- 1. 为你的活动加油！ 远足营 BOOT CAMP 主题：公益活动 个人民主论坛 JD Lasica 发起人， Socialbrite.org jd@socialbrite.org 2010年6月2日
- 2. 放轻松！ Flickr上的创意共享图片：”Relaxation, the maldivian way” 摄影 notsogoodphotograhy 更多资源，请访问：http://bit.ly/mobilize
- 3. 今日标签 在Flickr上的创意共享图片 摄影 Prakhar 在Tweet上分享今天这个演讲吧！标签：#pdf10
- 7. 美国最顶尖的10个网站中有6个是社会化网站（YouTube, Facebook, Wikipedia, MySpace, Blogger, Craigslist）
- 8. Twitter: 一千二百万注册用户；每天增加三十万新用户；每月一亿八千万单一访客累积点击率
- 10. Wikipedia: 一千万用户贡献其中
- 11. YouTube: 每天有两亿视频被浏览
- 12. 无论何时人们打开电脑，60%的时间消耗于社交用途* 来源：Nielsen Online, Spring 2010
- 13. Facebook: 惊人的增长
- 15. 透明公开
- 16. 预期中的谈话
- 19. 信任容易得到却也容易失去
- 20. 被给予的信用/归属感
- 22. 完美的梦幻公益活动 Charity:Water的支持者通过Twestival募集了250,000 美金 红十字会的”Text Haiti”活动募集了三千两百万美金。英国乐施会通过他们在海地地震之后发布的YouTube视频链接募得到了五十万美金的款项 Visible Children Scholarship Program: 700个乌干达小朋友得到了奖学金和辅导
- 23. 12步走向一个成功的公益活动 首先，聆听与观察。了解人们的需要。 设立清晰的目标并且设定可度量的指标以作评估之用 确立清晰的主题 用一个个人化的故事构建活动框架 为行动创作一个简单的口号 透明公开，为参与者创建一个对话中心 善于利用社会爱心传播你的活动 考虑移动因素 寻找并招募流动宣传人员 创造即时的小行动、不断更新 利用时效限制：突出重点和“危急时刻” 评估结果、重新联系、完善计划、更新计划
- 27. 平均 #评论/发布
- 28. 回访率增加
- 29. 在社会化网络中被提到
- 30. 访问率
- 31. # 分享率
- 32. # 请愿签名
- 33. # 年度注册率
- 34. 增加邮件联系人
- 35. 增加博客评论
- 36. 增加网站访问率
- 37. 增加活动或品牌好评
- 38. 保持访客量
- 39. 提高内容的传播率
- 40. 号召人们采取行动
- 42. 4. 讲述个人的故事 利用视频或是图片达到最大化效应 invisibalepeople.tv 是一个美国视频网站，本着“每一个流浪者都应得一个名字”的宗旨记录流浪者的生活以及各类组织对于他们的帮助。 站内视频大多未经剪辑，原汁原味地展现了各个流浪者的生活原貌。作者也希望以此能够唤起人们对这群“看不见人群”的重视。
- 43. 5. 创造行动号召 启发人们以清晰的步骤去行动 Architecture for humanity （人道建筑） 在首页上清晰地列出了参与的方法： 直接捐赠 捐赠设计 获得设计 分享设计
- 45. Facebook
- 46. Twitter
- 47. 社区网站 (e.g. WiseEarth)
- 50. 8. 考虑移动方式 GoodGuide.com: 用户可以使用iPhone软件去查看某个产品是否健康、环保、有企业责任 This American Life: Facebook插件以及通过短信捐赠
- 52. 建立融洽的关系，之后再持续外展
- 55. 11. 利用时效限制 头条和最后期限：利用头条新闻引起关注 & 设定一个固定的截止日期
- 56. 12. 评估、完善、更新 评估结果、跟进、调整、再出发 如何创建一个Dashboard请参看讲义链接
- 58. Equality California: 婚礼注册
- 59. SMA: Tweet for a Cure
- 60. 93 Dollar Club: Facebook
- 61. charity: water: Website, blog, Twitter, video updates, Google Earth
- 63. CASE STUDY No on 8 Wedding Registry 1700对情侣为Equality California 募集了超过一百万美金
- 64. CASE STUDY Spinal Muscular Atrophy 在Photobucket的幻灯片演示
- 65. CASE STUDY Tweet for a Cure 2000个参与者吸引了一百六十万Tweeter关注者 脊髓性肌萎缩症（SMA）已经成为儿童的头号遗传病杀手，而Tweet for a Cure活动只需要参与者转发一条信息给他们的议会代表和朋友，用30秒的时间增加周围人们对此疾病的关注
- 66. CASE STUDY 93 Dollar Club 草根创造力：超过八万三千美金捐赠给了Flight Hunger
- 67. CASE STUDY Charity: water & twestival 在Charity: water 的网站您可以轻松通过Google地图查看他们在全球各地的各种项目
- 68. CASE STUDY Greenpeace& Nestlé 2010年3月，雀巢旗下产品Kit Kat被指与臭名昭著的SinarMas公司合作以毁坏大量热带雨林、猩猩的家园为代价而取得原料棕榈油 面对群众质疑，雀巢官方Facebook起初不承认任何指控并涉嫌删除页面反对者言论（参看左侧截图）
- 69. CASE STUDY Greenpeace& Nestlé Greenpeace 以 雀巢杀手 为主题作了一系列的网页宣传，包括模仿雀巢“轻松一刻”（Have a Break）的宣传广告 而Have a Break视频在短时间内得到了累计一百五十万次点阅
- 70. CASE STUDY Greenpeace& Nestlé 各种社会化媒体上关于抵制雀巢的活动吸引了巨大关注
- 71. CASE STUDY Greenpeace& Nestlé 绿色和平甚至购买了诸如“巧克力”之类的Google广告关键词以吸引大众点阅
- 72. CASE STUDY Greenpeace& Nestlé 阶段性胜利： 5月16日，雀巢发表官方申明宣布与Forest Trust合作以应对滥砍森林问题，并重申雀巢绝不容忍棕榈油与纸制品的生产破坏自然环境。
- 73. 接下来 … Translated by @onionqqq
Editor's Notes
- What is Twestival™?Twestival™ (or Twitter Festival) uses social media for social good. Twestival is the largest global grassroots social media fundraising initiative to date, raising over $1.2 million within 14 months for 137 nonprofits. All local events are organized 100% by volunteers and 100% of all ticket sales and donations go direct to projects.
- AboutPosted by invisiblepeopleShare117On the street I saw a small girl cold and shivering in a thin dress, with little hope of a decent meal. I became angry and said to God; “Why did you permit this? Why don’t you do something about it?” For a while God said nothing. That night he replied, quite suddenly:“I certainly did something about it. I made you.”I once heard a story about a homeless man on Hollywood Blvd who really thought he was invisible. But one day a kid handed the man a Christian pamphlet. The homeless guy was shocked and amazed, “what! You can see me? How can you see me? I’m invisible!”It isn’t hard to comprehend this man’s slow spiral into invisibility. Once on the street, people started to walk past him, ignoring him as if he didn’t exist… much like they do a piece of trash on the sidewalk. It’s not that people are bad, but if we make eye contact, or engage in conversation, then we have to admit they exist and that we might have a basic human need to care. But it’s so much easier to simply close our eyes and shield our hearts to their existence.I not only feel their pain, I truly know their pain. I lived their pain. You’d never know it now but I was a homeless person. Fourteen years ago, I lived on Hollywood Blvd. But today, I find myself looking away, ignoring the faces, avoiding their eyes — and I’m ashamed when I realize I’m doing it. But I really can feel their pain, and it is almost unbearable, but it’s just under the surface of my professional exterior.For years I’ve used the lens of a television camera to tell the stories of homelessness and the organizations trying to help. That was part of my job. The reports were produced well and told a story, but the stories you see on this site are much different. These are the real people, telling their own, very real stories… unedited, uncensored and raw.The purpose of this vlog is to make the invisible visible. I hope these people and their stories connect with you and don’t let go. I hope their conversations with me will start a conversation in your circle of friends.After you get to know someone by watching their story, please pause for a few moments and write your thoughts in the comments section, or maybe email them to a friend and link back to this vlog . By keeping this dialog open we can help a forgotten people.The invisible guy didn’t intend to become homeless. I didn’t plan on living on the street. Everyone on the streets has their own story, some made bad decisions, others were victims, but none of them deserve what they have been left with, and it is a reflection of our own society that we just leave them there.Please always remember, the homeless people you’ll ignore today were much like you not so long ago.
- http://dashboard.imamuseum.org/
- http://gwendolynstrongfoundation.org/twitter