Com546 final - pdf
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Transcript of Com546 final - pdf
![Page 1: Com546 final - pdf](https://reader035.fdocuments.net/reader035/viewer/2022062304/55c5a718bb61eb1b2a8b47e2/html5/thumbnails/1.jpg)
Nonprofit Supporter Engagement History and Evolu7on:
A Red Cross Case Study By Rachael Boyer May 24, 2011
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The American Red Cross began with a mee7ng of Clara Barton’s acquaintances.
• Clara was also a persuasive and charisma7c speaker who could rally volunteers with ease.
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The Red Cross used posters and newsleMers
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Then email
Unique email campaigns with catchy subject lines and visually interes7ng graphics encourage ac7on from supporters, but don’t allow for conversa7ons.
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Then social media and text giving
Social media allows mul7-‐way communica7on, and text giving is popular, but not without problems.
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What’s next?
Will mobile TV, and internet-‐enabled smart phones con7nue to make nonprofit communica7ons evolve?
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Credits
• Papatoetoe Red Cross mee7ng, ca 1962, photograph by Trevor Penman, courtesy Manukau Libraries hMp://www.flickr.com/photos/manukau-‐libraries/4477875704/in/photostream/
• Informa7on about Clara Barton, and the American Red Cross hMp://www.redcross.org/museum/history/claraBarton.asp • Vintage American Red Cross posters: hMp://www.redcross.org/museum/exhibits/posters.asp • Red Cross email screenshot by Jeannie Chan: hMp://www.curiousmarketeer.com/2011/01/a-‐lesson-‐from-‐the-‐red-‐cross/
• Ozarks Red Cross TwiMer screenshot: hMp://www.flickr.com/photos/ozarksredcross/4931433930/sizes/m/in/photostream/ • Text giving photo by Ann Larie Valen7ne: hMp://www.flickr.com/photos/sanfranannie/2825316538/ • Mobile TV photo by Nicolas Nova: hMp://www.flickr.com/photos/nnova/3948168895/ • Red Cross Social Media study:
hMp://offcampus.lib.washington.edu/login?url=hMp://search.ebscohost.com.offcampus.lib.washington.edu/login.aspx?direct=true&db=a9h&AN=58095719&site=ehost-‐live
By Rachael Boyer, for COM 546, Evolu7ons and Trends of Digital Media at the University of Washington, Master of Communica7on in Digital Media. Spring 2011.