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World Food Embraces the Good of Slacktivism

LAO_20110519_M_Kuroyanagi_7181_RT The World Hunger Relief Project is actively engaging in a social fundraising giving day on World Food Day this October 16 to get 10,000 people to raise $200,000. World Food Day's philanthropic goal encourages people to participate in small acts like a social share or a $10 or $25 donation. These small acts do make a big difference. The World Food Program is the beneficiary, and the effort is sponsored by Yum! Brands. To give you an idea of how that plays out here:

  • Just $10 feeds children.
  • Just $25 feeds a child in need during school for a half year.

While more crass online pundits dismiss the value of expending social equity for a giving day as slacktivism, we know differently.

As some folks in the sector know, Georgetown University's Center for Social Impact Communication released a significant study earlier this year that demonstrates social sharing does impact charitable actions and giving. According to the study, people who frequently engaged in promotional social activity are:

  • Twice as likely to volunteer their time.
  • Twice as likely to take part in events like charity walk.
  • Three times as likely to solicit donations on behalf of their cause.

We aim to encourage this activity. In a time of continued economic strain, we think people will be more inclined to give to their communities as a result of participating in World Food Day. In addition, as the social marketing lead, if you like the idea, please join me in this effort. We have a blogger/influencer resource kit built already where you can grab pictures, pre-drafted tweet, Twibbons, and other good stuff. In addition, if you care to blog or pitch in further, please contact me directly geoffliving (@) razoo.com.

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