The Saltys – Best Use of Social Media in a Campaign – 100 Men Who Care
Hi! Tell me about yourself/your business, your group and what you do!
We are a group of 100-plus men who care deeply about this community, and are acting collectively to help local non-profit organizations. The process of selecting a charity to support is straightforward and low-cost. 100-plus men agree to contribute $100, four times a year. Each member nominates an organization, and the names of three are drawn from a hat. At a meeting, which lasts an hour or less, the three organizations make brief presentations. The assembled men vote, and the winning organization receives all of the money pooled together from the men. At our first meeting, we selected the Saint John Community Food Basket; they were awarded $12,300 to provide fresh fruit, vegetables and bread to low-income Saint Johners. Earlier this week, we selected the Lions Sick Children’ Fund. The group had grown to 132 members, so the fund received $13,200 to provide financial assistance to families that have a child with cancer.
How did you come up with your campaign?
The members of 100 Men Who Care are highly networked individuals that use social media at work, at home and in their community activities. We knew we had to use social tools to mobilize them effectively. We have a Facebook page, web site, and Youtube, e-mail and Twitter accounts. We use them to provide regular updates on group activities. We also use them for recruiting and community engagement. We made one Youtube video that contained member testimonials, and another from a winning organization that showed the winner speaking about our donation meant to the people it served. We circulated these videos through Twitter and Facebook as a way of educating the public about our activities and recruiting new members. We live-tweeted at our last event using the hash tags #saintjohn and #100menwhocare. This gave the broader community and group members who couldn’t make the event the opportunity to follow our event as it unfolded. One of our members also contributed a blog post to the “True Growth” site that’s nominated in the “Coolest Blog” category.
What was the reaction from the public and why do you think it was “successful”?
We got a great reaction from the community. Our Facebook posts garnered a lot comments, shares and likes. Our twitter posts were re-tweeted and favourited. We think it was successful because a highly networked group with diverse and deep connections in the community created and share the Tweets and Facebook posts. We focused on the circulating the personal testimonials of group members and winning organizations; people on social media respond to these kinds of heartfelt expressions of caring and commitment to their community.
Facebook: 100 Men Who Care
What was your favourite campaign related moment from last year?
Our favourite campaign creation was our Youtube videos with the testimonials from members and the winning organizations. People who act collectively can make a huge difference to their community. It’s the central purpose of “100 Men.” The videos that we created and circulated gave potential members the opportunity to see that message expressed by men in their community. It also showed the non-profit community and the general public that there was a group of men willing to pool their resources in a creative way to help out.
Any tips for Saint Johners for how to get their message out to the public?
You have to pay attention to both the traditional and newer methods of communication to get your message out. We sent out meeting notices and press releases to the local print and broadcast news organizations. Because we did this, we received great press; TV, radio and newspapers sent reporters to cover our events. At the same time, you have to embrace the social media tools that build grassroots support for your movement. You have to be diligent and creative. It takes a lot of work to use social media effectively. Be creative and be genuine in your interactions with people in your networks. They will appreciate your sincere engagement in their social media spheres.
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You can Follow 100 Men Who Care on Facebook HERE.