celebrity crowdfunding

C E L E B R I T YCROWDFUNDING

The solution to slacktivism?

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Social media has become an essential tool for connecting causes with those who might support

them. (Kielburger)

+

Photo by Photype.co/CC BY 2.0

Even with no budget and few technological skills, a social campaign has the potential to transform into a

worldwide movement with millions of followers with just a little creativity and innovation

(Brescia).

Photo by kaboompics.comPhoto by kaboompics.com



However, as easy as it is, social media also makes it too easy to appear engaged in important issues even

when no real action is taking place (Stern),

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said they used digital media to learn about positive social and/or environmental change that they can make.

70%

said they made real proactive changes.25%

2014 Digital Activism Study, Cone Communications (Kielburger)

2014 Digital Activism Study, Cone Communications (Kielburger)

A term that combines the words ‘slacker’ and ‘activism’ to refer to simple measures used to support an issue or social cause involving

virtually no effort on the part of participants.

Participants contribute ONE CLICK on Facebook or retweet on Twitter and will feel that he or she helped to support the cause (Seay).

Slacktivism



A hashtag was created by Nigerians who wanted to spread awareness for the 273 school girls kidnapped by Boko Haram terrorists (Kielburger).

#BringBackOutGirls

lasted for less than one year.

The crisis is nowhere being solved yet it is no longer being picked up by international news outlets or media (Kielburger).

#BringBackOutGirls



Organizations started giving users a more tangible incentive to participate.

Encouraged mobile phone users to take a break from their smartphones while the UNICEF app tracked their downtime (Stern).

U.S. FUND FOR UNICEFTAP PROJECT

The longer they stayed off, the more sponsors donated

into UNCEF’s clean water program.

15 minutes of “digital detox” = a day’s supply of clean water for one child

(Stern). Photo by kaboompics.com


There were 2.6 million UNICEF Tap Project Participants from the U.S, Australia, South Korea, China, Germany.

20 other countries around the globe generated more than one million dollars in clean water funding (Stern).

2014



The practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the internet.

Crowdfunding

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Industry data shows that majority of Crowdfunding campaigns fail, most with

commercial ventures (Sharma).

Campaigns on Kickstart have a 44% success rate (according to research

firm Massolution) (Lewis).

Who’s doing

itRIGHT?

What is Prizeo?A UK based company that transformed the traditional celebrity auction model.

Their digital campaigns are open to anyone who pay the entry fee: a $3 donation.

Allows celebrities to crowd fund once-in-a-lifetime fan experiences (Rapada).

Supporters donate money to an organization in exchange to meet their favourite star

Company has raised over $1 million from their first 10 campaigns in 10 months.

“I’m very passionate about the work we do at Keep A Child Alive. Patterning with Prizeo really allows us to share the incredible mission of KCA with a wider audience and also gives me a whole new way to connect with my fans at the same time. My hope is that we inspire people all over the world to come together and bring about change in a huge way.”

- Alicia KeysSinger

Tyler Oakley

50 days to raise money for the Trevor Project- an organization that offers suicide prevention resources

for LGBTQ youth

His target?

$150,000

Youtuber

Campaign

Final Total$525,000

$375,000 over target

30 days to raise money for The Thirst Project- raises

funds for building water wells in southern Africa’s

Swaziland

Connor FrantaYoutuber Campaign

Target $120,000

Final Total $230,000$110,000 over target

Liam & HarryPayne StylesSingers

6 weeks to raise money for Trekstock- a London based non-profit that supports cancer research

Campaign

Target$500,000

Final Total$784,198

$284,198 over target

Photo by Ianthebush, Flickr, CC0 Photo by Erika Bazemore, Flickr, CC0

Why are they so

They share meaningful stories (Rapada).

They engage on social media (Rapada).

successful?



“People that are famous are influential”. We like them, we listen to them, and we’re more likely to engage when they suggest that

we do.”

- Deborah SmallProfessor, Wharton School of Business, University of Pennsylvania

of people who used donation-based crowdfunding found out about the campaign through social media (Baeck).

68%

70%of backers in reward-based c crowdfunding also give non-financial support

such as promoting the campaign on their social media (Baeck).

offer greater visibility and media coverage and can prove to be critical in fundraising for any movement or organization (Brescia).

Celebrities

Campaigns need to connect people, integrate different media, allow the telling of emotional stories to the readers to be successful (Brescia).



Bibliography


Kielburger, Craig, and Marc Kielburger. "A Click Is Not Enough to Have Impact on World." Canoe.com. N.p., 10 Apr. 2015. Web. 03 June 2016.

Stern, Caryl M. "In Praise of Clicktivism." The Huffington Post. TheHuffingtonPost.com, 31 Mar. 2015. Web. 03 June 2016.

Sharma, Ritu. "Stop Pouring Ice on Clicktivism." The Huffington Post. TheHuffingtonPost.com, 20 Aug. 2014. Web. 03 June 2016.

Lewis, Michael. "Majority of Kickstarter Campaigns Fail despite High-profile Successes like Vanhawks | Toronto Star." Thestar.com. TheStar.com Inc., 2 May 2016. Web. 03 June 2016.

Stanford, Peter, and Justin Forsyth. "Are Celebrities a Help or Hindrance to Charities?" The Guardian. Guardian News and Media, 25 June 2011. Web. 03 June 2016.

Rapada, Manuel. "How to Raise $750,000 for Charity, the YouTuber Way." GOOD Magazine. GOOD Worldwide Inc., 23 Oct. 2014. Web. 03 June 2016.

Seay, Laura. "Does Slacktivism Work?" Washington Post. The Washington Post, 12 May 2014. Web. 03 June 2016.

Bresciani, Sabrina, and Andreas Schmeil. "Social Media Platforms for Social Good." 2012 6th IEEE International Conference on Digital Ecosystems and Technologies (DEST) (2012): n. pag. Web.

Colao, J.J. "One Direction Raises $780,000 For Charity Via Y Combinator Startup." Forbes. Forbes Magazine, 12 Sept. 2013. Web. 03 June 2016.

Prive, Tanya. "What Is Crowdfunding And How Does It Benefit The Economy." Forbes. Forbes Magazine, 27 Nov. 2012. Web. 03 June 2016.

Meyer, David S. "The Challenge of Cultural Elites: Celebrities and Social Movements." Sociological Inquiry 65.2 (1995): 181-206. Web.

Baeck, Pete, and Liam Collins. "Nine Facts Charities Need to Know about Crowdfunding." The Guardian. Guardian News and Media, 11 Nov. 2014. Web. 03 June 2016.

"What Is Slacktivism? - Definition from Techopedia." Techopedia.com. N.p., n.d. Web. 03 June 2016.


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