Com546 final - pdf

Nonprofit  Supporter  Engagement    History  and  Evolu7on:    

A  Red  Cross  Case  Study  By  Rachael  Boyer  May  24,  2011  

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.  

The  Red  Cross  used    posters  and  newsleMers  

Then  email  

Unique  email  campaigns  with  catchy  subject  lines  and  visually  interes7ng  graphics  encourage  ac7on  from  supporters,  but  don’t  allow  for  conversa7ons.    

Then  social  media  and  text  giving  

Social  media  allows  mul7-­‐way  communica7on,  and  text  giving  is  popular,  but  not  without  problems.    

     What’s  next?  

Will  mobile  TV,  and  internet-­‐enabled  smart  phones  con7nue  to  make  nonprofit  communica7ons  evolve?  

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.