Online activism, known as clicktivism, is an emerging form of involvement led by millennials using social media and the internet. While it can effectively raise awareness of issues, older generations criticize clicktivism as less meaningful than traditional activism. Recent studies show that incorporating tangible engagement methods like prominent donation buttons within personalized online campaigns can increase donations and support for non-profits. Successful campaigns also maintain engagement of supporters beyond initial online actions.

1. THE "CLICK" IN CLICKTIVISM
ONE CLICK THAT CAN SAVE THIS DOGS LIFE
Image Source: Wonderlane via Flickr

2. Online activism is an emerging form of
involvement, comprised heavily of the millennial
generation.
Image Source: Unsplash via Pixabay

3. Social media and
clicktivism are effective
ways of highlighting
the importance of an
issue and bringing
increased attention. [1]Image Source: “Sunrise under scrutiny” by Loco Steve via Flickr

4. There is a negative stigmatism around clicktivism though.
Image Source: “Feed Us!” by Ed Yourdon via Flickr

5. Older generations view clicktivism as ineffective
and a waste of time, compared to more traditional
forms of activism. [2]
Image Source: “A rather ineffective gate” by Alan Murray-Rust via Wikimedia

6. The resentment
originates from
witnessing a lack in
connection between
the effort and
presence online with
actual change in the
real world. [2]
Image Source: "Bahia Honda Rail Bridge 9460" by MrX via Wikipedia

7. So what can be done to change
the direction of clicktivism?
Image Source: “Railroad Wye Switch" by Noel Hankamer via Flickr

8. Image Source: Bohed via Pixabay

9. Recent social media
campaigns with an
attached financial
component have
been extremely
successful in
producing tangible
results. [3]
The ALS Ice Bucket
challenge brought
an 800% donation
increase over the
same time period as
the year before. [1]Image Source: "John Maino performs the ALS Ice
Bucket Challenge" by Chris Rand via Wikipedia

10. While Kony 2012 was quickly forgotten as there
were not enough effective methods for getting
supporters involved.
Image Source: “Invisible poster" by Daliophoto via Flickr

11. #GIVINGTUESDAY saw an 90% increase in
donations between 2012 and 2013. The
median donation also rose by 40%. [4]
Image Source: “Giving Tuesday UK” by Howard Lake via Flickr

12. Online donations in 2006 totaled $7 billion. Donations
online grew to $22 billion in 2010. [5]
Image Source: Pollydot via Pixabay

13. Online giving
increased by more
than 10% each year
between 2011 and
2013. It is also the
preferred method
for first response
giving. [6]
Image Source: U.S. Navy photo by Mass Communication Specialist 2nd Class Todd Frantom via Wikipedia

14. Direct financial
donation is not the only
type of transaction that
donors can have online.
Image Source: “Transaction at the Market” by Christopher via Flickr

15. The UNICEF kid
power program used
popular fitness
devices to allow 900
students to exchange
their earned points for
financial
contributions from
campaign
sponsors. The 900
students raised
enough points to buy
over 70,000
nourishment packets
for malnourished
children. [7]
Image Source: "Samsung Galaxy Gear blank screen" by Kārlis Dambrāns via Flickr

16. Facebook has made it even easier to donate to
major charities by introducing donation buttons
on the top of their Facebook pages. [8]
Image Source: "Facebook Like sign" by Kevin Krejci via Wikipedia

17. Making it convenient for potential activists to be
able to engage quickly and easily will help boost
donations. In 2013, 65% of non-profit
organizations required you to make 3 or more
clicks to make a donation. [9]
Image Source: “25 years of apple mouse evolution" by Raneko via Flickr

18. Prominent
donation links
are not enough
though. Branded
donation pages
that match the
organization
bring in 30%
larger gifts on
average,
compared to
generic donation
pages. [10]
Image Source: “Corporate branding done by Bridcorp" by Varun Sajeevan via Wikimedia

19. So what does a non-profit need to do in
order to be successful through clicktivism?
Image Source: “Taking Notes" by Daniel Foster via Flickr

20. • Incorporate tangible and specific involvement
methods like a prominent donation button
• Personalize and display effort and interest in all
parts of their online profile
• Stay true to the roots of clicktivism; the
campaign should always bring awareness and
be engaging
Image Source: “#checklist" by Ryan Trauman via Flickr

21. "The most
successful non-
profits are betting
that digital giving
is the way of the
future and that
millennials will
lead the way." -
Samantha Sharf [6]
Image Source: “#EndPoverty 2030 – Millennials take on the Challenge” by World Bank via Flickr

22. Image Source: “Blood donation saves lives, needs more promotion” by European Parliament via Flickr
References:
[1] Sharma, Ritu. 2014. "Stop Pouring Ice on Clicktivism." (Huffington Post).
[2] Faw, Larissa. 2012. "Are Millennials Lazy Or Avant-Garde Social Activists?" Forbes.
[3] Adhikari, Abhay. 2012. "How charities can use social media for digital campaigning." The
Guardian.
[4] McGrady, Vanessa. 2014. "#GivingTuesday: The Philanthropy Revolution Will Be
Hashtagged." Forbes.
[5] Marco Castillo, Ragan Petrie, Clarence Wardell. 2014. "Fundraising through online social
networks: A field experiment on peer-to-peer solicitation." Journal of Public Economics.
[6] Sharf, Samantha. 2014. "Charitable Giving Grew 4.9% In 2013 As Online Donations Picked
Up." Forbes.
[7] Stern, Caryl M. 2015. "In Praise of Clicktivism." Huffington Post.
[8] Facebook. 2013. "Donate to Nonprofits Through Facebook." Facebook News Room.
[9] MacLaughlin, Steve. 2014. "50 Fascinating Nonprofit Statistics." npENGAGE.
[10] Network for Good. 2014. "Online Giving Continues to Grow for Charities Across the
Country." Network for Good.