Pass-Along Marketing with Movies & Games
Research tells us that people are most influenced to donate to or get involved with an organization if asked to do so by someone they know. The Internet offers nonprofit organizations innovative ways to take "word of mouth" to the next level. Pass-along (or "viral") marketing is based on the idea that individuals who are already committed to an organization will tell others about its work if they are provided with something motivating and interesting that inspires them to "pass it along."
One of the most successful approaches to online campaigns is the use of pass-along movies. Typically developed in Macromedia Flash, this interactive approach delivers the organization's message in a rich multimedia environment complete with pictures, voices, and sound. Whether funny, shocking, or heartwarming, well-crafted pieces initially circulated to even a small group can spread rapidly. This results in many more taking action and making a connection with your organization.
American Friends Service Committee (AFSC)
AFSC had a successful offline traveling exhibit about the Iraq War called "Eyes Wide Open." Partnering with Beaconfire, AFSC leveraged that regional success into the national Wage Peace Campaign. The new campaign targeted young adults and their parents with an online petition, Wage Peace bracelets (in exchange for donations), and a heartbreaking movie about the horrors of the Iraq war. In the first three weeks after the Wage Peace movie launched on AFSC.org, it was viewed and passed along by tens of thousands of people, who then passed it along to tens of thousands of their friends. These viewers also signed the Wage Peace petition and made donations to AFSC. Together, these Wage Peace Campaign activities enabled AFSC to reach a nationwide audience with its current anti-war messages, and to grow its advocacy and donor lists for future peace activities.