Jasper Visser partook in a workshop/brainstorm session for a new mobile platform to make it easier for young people to donate to ‘good causes’, appropriately named GIVERS. Research shows that 80% of young people are more than willing to give money (Dutch link), but very few actually do. This, because young people base their decision to give on factors other than the ones addressed in most campaigns. Ease, transparency, sense of ownership and a positive message are more important than tear-jerking photos of starving kids.
The realisation, however, has quite some implications. More than enticing people to make a donation, communication should be focused on encouraging people to start a relation. Enthusiasm, having them ‘join the club’, making it happen, together! We thought of non-monetary challenges to get people involved. For instance: collect 100,000 old teddy bears in a month for charity, all together.
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