Successful social media campaigns for non-profits

I may have found the whole “Kony 2012” a little dumb, but I have to acknowledge that what the organization did was endure that the content went viral. I’ve never seen campaign that had many people to watch a 30- minute video about someone who you didn’t know anything about.

The video that aimed to bring Joseph Kony down in central Africa went so viral so quickly over Facebook, Twitter and other social network platforms, that I thought it would never go away.

Granted, it is the butt of many jokes. You were judged whether you supported the campaign or thought it was stupid. I also that that most people didn’t even know what organization was behind the scenes. When I think about it, what the project comes to my mind first and Invisible Children is a distant second. Sometimes, I even forget that they were behind Kony 2012.

In October, creative director for Invisible Children Jason Russell told the Times that he did get out of control, acknowledging the video of him running naked in San Diego streets.

Creating content that goes viral for non-profits is difficult. Recently, the U.S. Justice Supreme court hearing of California’s Prop 8 and DOMA has brought forth many organizations that support legalization gay marriage and equality for all. On Tuesday Facebook turned red to support the Human Rights Campaign.

Photo courtesy of Human Rights Campaign

It was hard to miss. Particularly ever other friend’s profile picture was HRC’s logo. But from what I could see no one explained why the changed their picture or who was behind the change. Yes, if someone asked the response was for marriage equality but with no further explanation.

So how do you create content that people will remember the message AND who you are as an organization. Both of these were successful enough to get the message to their audience. There’s no doubt about that. So what can you learn from them?

• Find what is so compelling. For Invisible Children it was having an adorable boy to explain the issue.
• Determine what makes you unique. Everything you execute is tied to your mission but find authentic and ways to display your messages will show your effort.
• Social media is your friend. Although I question Kony campaign sincerity, it did you use effectively with content that struck a chord with many people. Provide stories with human interest and the people will spread the word. It’s important to also have social media infrastructure in place. Build your audience before a big campaign.
• Keep it simple and straightforward. The messages were clear. You changed your profile picture to support marriage equality. There was nothing complicated about asking your audience to do that. Don’t push too many messages. You will start to lose your campaign’s vision.