The One Dollar Give
I recently attended a CMA conference, for Not-for-Profit organizations, where a term used clearly resonated with me: the One Dollar Give.
Many social networking sites attract an overwhelming young demographic and getting their attention as donors for life is critical. The One Dollar Give may be just the ticket.
Organisations venturing into the online space were encouraged to consider the One Dollar Give because it's attainable, achievable, and doesn't alienate very young donors who have limited funds. It's not always about money though, or the lack of. The One Dollar Give allows a donor to give without too much thought to a variety of causes with immediate results (ie: a dollar today provides a carton of milk for three kids). This led me to think, that in this age of integration and convergence (the buzz-word du jour), it is important to target the right audience through the most appropriate platform.
The "quick and dirty" approach works for teenagers because it requires little commitment and the results are tangible - well, as tangible as the Internet can be. I'm not yet convinced that integrating wholly online for charitable organizations will be the instant panacea many think it will be but at relatively little cost, it's certainly worth a shot.
