COM0014 – Blog #3: Target Audience & Communication: Raising Funds & Awareness Online.

COM0014 – Blog #3: Target Audience & Communication: Raising Funds & Awareness Online.

Source

The Today 4 Tomorrow Appeal is a branch of the Anglican Diocese of Ottawa which raises funds for our five Community Ministries of Ottawa. The Community Ministries consist of shelters, day programs, and counselling services (Today for Tomorrow, 2020). It is also one of the social media pages I currently manage. So, who exactly is our target audience and how do we communicate with them? Read on to find out more!

To get to know our target audience, we first need to understand their demographics and psychographics. Since this is an appeal to raise money, our demographic is typically men and women who have a high level of education, are often executives or business owners, generally with a higher income level. Since our appeal is within the Anglican Diocese of Ottawa, most of our demographic would identify as Anglican or more widely as Christian by religion. Our target audience’s psychographics would consist of the upper class with more disposable income, people who have an interest in social issues, and likely people who are leaders in their field and will share our cause with their network. 

Now that we know Today 4 Tomorrow’s target audience, let’s talk about how to communicate to them! Since Facebook users tend to be of an older generation (Pokrop, 2019), we have found a lot of success in using it to reach out target audience. We tend to use videos and pictures to grab our audience’s attention, specifically showing people using our services and talking about how our services have changed their lives. Most recently, we hosted a lunch time virtual fundraiser called Building A Community of Hope (Today for Tomorrow, 2020). That one event raised $79,000 for our Community Ministries of Ottawa (Today 4 Tomorrow Appeal, 2020). 

Have you raised funds for a charity using social media? Tell me about your experience and target audience in the comments below! I’d love to hear your stories!

Sources:

Anglican Diocese of Ottawa. (2020). Ways To Support Us. [Website]. Retrieved from: https://www.ottawa.anglican.ca/index.php/donate?highlight=WyJ0NHQiXQ==

Pokrop. J. (2019, August 20). Instagram & Facebook user statistics in Canada – July 2019 UPDATE. Retrieved from: https://napoleoncat.com/blog/instagram-user-demographics-in-canada-march-2017/

Today 4 Tomorrow Appeal (2020, October 16). Cover Photo. [Facebook Page]. Retrieved from: https://www.facebook.com/t4tappeal/photos/a.171199030297249/809694436447702

Today 4 Tomorrow Appeal (2020, October 15). Fund Raiser. [Facebook Page]. Retrieved from: https://www.facebook.com/t4tappeal/videos/1526172950918966

Today 4 Tomorrow Appeal (2020). No Title. [Facebook Page]. Retrieved from: https://www.facebook.com/t4tappeal

Today 4 Tomorrow Appeal (2020, November 10). Thank You. [Facebook Page]. Retrieved from: https://www.facebook.com/t4tappeal/photos/a.176319239785228/831594047591074/

Today 4 Tomorrow. (2020). Welcome to Today 4 Tomorrow. [Old Website]. Retrieved from: https://www.today4tomorrow.ca

Today 4 Tomorrow (2020). Your Support Changes Lives! [New Website]. Retrieved from: https://www.todayfortomorrow.ca

Changing the World One Nude At A Time

COM0011 – Blog #3

The last two weeks have been quite heavy on most of the global population. Between the murder of George Floyd, the Black Lives Matter protests, and excessive police brutality throughout these events, it’s clear that the world needs to drastically change. People have been raising funds for numerous organizations, such as Black Lives Matter, The National Bailout, Official George Floyd Memorial Fund, and Black Visions Collective. Celebrities, as well as regular people, have been using their social media platforms to increase charity and awareness on the matter. Although it’s been successful, I’ve noticed that individuals have been turning to a newer platform to entice people in doing so: OnlyFans.

File:Logo of OnlyFans since the launch in 2016.png
Image by OnlyFans Company via Wikimedia Commons.

OnlyFans allows users to post the content of their choice, ranging from simple day-to-day activities to adult rated postings. While the website did start off on a more innocent note in 2016, it has gained a lot of recognition since, and people started using it to gain extra income by publishing more carnal ventures. The follower must pay a monthly subscription to the earner’s page to have access to their exclusive posts. Users like Matthew Camp (@matthewcamp/OnlyFans) have been able to supplement their income by thousands of dollars a month. After an interview with The New York Times, Camp mentioned that he can make up to $1000 in a night, and more than $10,000 monthly. Seeing how much fundraising potential the platform has, numerous people decided to join the program as a means to raise money and awareness for the current global events.

Two young women, Sabrina (@sadsleepygirl23/Twitter) and Rax King (@RaxKingIsDead/Twitter), have collectively raised over $27,000 through their OnlyFans subscribers to be donated to multiple associations. A friend of mine, Mustang (@feetmama69/OnlyFans), decided to take action as well, and started attracting prospect subscribers to her OnlyFans page by donating 100% of her subscriptions for 5 consecutive days to the Peoples City Council Freedom Fund. She was able to raise $873.

Mustang shares a screen capture of the funds raised through her OnlyFans subscribers throughout the last five days, and the donations given to the Peoples City Council Movement. Tuesday June 9, 2020. @mustang_mama69/Instagram.

Many people have been taking the initiative to raise awareness and funds to donate, but OnlyFans has clearly been one of the leading platforms in doing so. I mean, who wouldn’t want to pay for a (cheap) subscription, knowing that it’ll be going to organizations that will help change the world for the better, in exchange for nudes? Insider held an interview with Goddess Hunter (@hunternyc_/Twitter), where she expresses the following statement: “I’m just using my privilege and my platform because it’s the least I could do. […] If people send me money, they can send someone else money. Financial domination in sex work can work to benefit others as well”.

You can find a list of different operations where you can donate your money for the ongoing events here. I’d love to know if this ingenuity would persuade you to donate and if not, what would?

References

  1. Bea Mitchell. “What is OnlyFans? The porn page that has the world hooked”. PinkNews. 7 May 2020. https://www.pinknews.co.uk/2020/05/07/what-is-onlyfans-gay-porn-app/
  2. Canela Lopez. “People are offering to send nudes and porn subscriptions to people who donate to Minnesota community organizers and George Floyd’s memorial fund”. Insider. 29 May 2020. https://www.insider.com/sex-workers-give-out-nudes-for-donations-george-floyd-2020-5
  3. Eli Yurman. “Where to Donate Your Money and Time to Help Protesters”. NYU Local. 29 May 2020. https://nyulocal.com/where-to-donate-your-money-and-time-to-help-protesters-ef2727d7a9d2
  4. Jaco Bernstein. “How OnlyFans Changed Sex Work Forever”. The New York Times. 9 February 2019. https://www.nytimes.com/2019/02/09/style/onlyfans-porn-stars.html
  5. Moises Mendez. “OnlyFans content creator sends nudes, free subscriptions in exchange for Black Lives Matter donations”. Daily Dot. 2 June 2020. https://www.dailydot.com/irl/onlyfans-black-lives-matter-donations/
  6. (No Attributed Author). Wikipedia. https://en.wikipedia.org/wiki/OnlyFans

Fundraising Made Easy with the Click of a Mouse

I am an event manager for a local cancer foundation, and like many other non-profit organizations during the covid-19 pandemic, we had to cancel signature fundraising events for the remainder of the year.  The situation forced us to find new ways to raise money in order to fund local cancer care, research and clinical trials – unfortunately cancer does not wait during a pandemic.

Peer-to-peer (i.e. TeamRaiser), crowdfunding (i.e. GoFundMe) and online auctions (i.e. 32auctions) are a few of the digital platforms that fundraisers have been using for some time often in conjunction with live events. These mediums are still important during these unprecedented times, however, now more than ever non-profits are turning to social media to fundraise to replace their cancelled walks, galas and golf tournaments.

For example, the emergence of Facebook fundraisers over the last year or so is a new revenue stream that charitable organizations can now rely on, and at no expense to their bottom line.  These fundraisers have made it easy for people to get started, share and raise money for the causes that mean the most to them (with no fees to do so). Whether you are celebrating a birthday, honouring a loved one, or graduating high school, Facebook has turned life’s special moments into a fundraiser.

Image Source

With only a few clicks of the mouse, you can create a Facebook fundraiser in minutes:

  1. Click “Fundraisers” in the left menu of your News Feed
  2. Click on “Select non-profit”
  3. Search for the charitable organization you wish to support
  4. Set your fundraising goal and the date your fundraiser will run until
  5. Create a name for your fundraiser and a post telling people why you are raising money
  6. Upload a cover photo or select one of the ones created by Facebook
  7. Click “Create”
    (Facebook, 2020)

Voilà! You are now a fundraiser!  A donate button is added to your post and your Facebook community can now support your worthy efforts. Just as easy as it is to create a fundraiser, it is just as easy for non-profits to receive the funds through a monthly e-transfer from the PayPal Giving Fund

Now that you know how easy it how easy it is to raise money for a cause near and dear to your heart, how likely are you to host a Facebook fundraiser?

Sources:
“How do I start a fundraiser on Facebook?: Facebook Help Center.” (n.d.). Retrieved May 22, 2020, from https://www.facebook.com/help/990087377765844

Social media posts:

Twitter: Find out how easy it is to fundraise for your favourite non-profit on Facebook. https://bit.ly/3cTK3G0 #nonprofit #facebook #fundraiser

Facebook: With only a few clicks of your mouse you can be a rock star fundraiser for your local non-profit. https://bit.ly/3cTK3G0 #nonprofit #facebook #fundraiser #local #ottcity