Viral Challenges for Nonprofits: A Blueprint for Digital Marketing Success

Anyone in the nonprofit business in 2015 knows about the Ice Bucket Challenge. That was probably the biggest viral fundraising challenge ever — and it was super simple. Throw ice water on yourself (even Bill Gates did it in a clever video), share it on social media, and tag the ALS Association. Participants could also make a donation instead. The challenge raised more than $220 million and had more than 2.4 million shares on Facebook.

While the Ice Bucket Challenge is the gold standard, it's by no means the only successful viral challenge. Movember is a 20-year viral challenge that, again, is super simple. Males have to start the month of November clean-shaven, and the challenge is to grow elaborate mustaches and beards throughout the month. The viral challenge raises awareness and funds for the Movember Foundation, which supports men's health. 

Here's the scoop — viral challenges can and do help nonprofits raise awareness and action, including donations. It seems like everything's been done on social media, and maybe it has, but if your organization uses social media to promote your cause, viral challenges can be a great way to get people involved with a low barrier of entry. Viral challenges don't necessarily involve money. They involve creating a simple challenge.

A Game-Changer in Nonprofit Marketing

We know nonprofits always seek creative ways to market and raise funds, including using artificial intelligence. But, while tech is cool, the fundraising formula still depends on tugging at human emotions. Viral challenges are an excellent way to raise awareness and fundraising dollars. But, the success of any viral challenge depends on simplicity. That’s the key ingredient to success.

The challenges that get people involved are super simple. TikTok has been a great place to discover fun and innovative challenges. Anything fun and simple can be a challenge. Again, the aim is to keep it straightforward. Throwing ice water over one's head had nothing to do with the mission of the ALS Association, but still, the challenge was fun. Moreover, the challenge resulted in people getting other people involved in the cause (more on that later). 

Why Viral Challenges Work

When done right, viral challenges get people involved and have fun. Let's face it: There is such a thing as donor fatigue. Viral challenges flip the script and are out of left field. But, executed well, they're an excellent way to get people talking and participating. Moreover, participating people can become ambassadors for spreading the word about the nonprofit. The involvement helps create connection and action. Viral challenges work for several reasons.

1. Active Engagement 

Viral challenges get people doing. So, they shift passivity to engagement, and isn't that what nonprofits want? The challenges require people to get involved and do something (i.e., take action). When partnered with messaging about the cause (e.g., hashtags), it connects people to the organization's work.

2. Expanded Reach

Something great about these challenges is that they go beyond nonprofits' usual marketing. Moreover, they provide people with an opportunity to change things up and do something genuinely fun and offbeat, which will amplify the nonprofit brand.

3. Awareness and Fundraising

Not everyone will want to participate in a social media challenge, but that's OK. Many who participate will donate, and others may also donate. Former president Barack Obama didn't take up the challenge but donated while Laura Bush soaked former president George W. Bush.

3 Keys to Success for Viral Challenges

Sure, viral challenges have been around for a long time, but they still need to be a great way to make awareness-building and fundraising fresh and exciting. So, let’s explore the three critical things a nonprofit must do to make them work. 

1. Simplicity and Shareability

For any viral challenge to work, it's got to be super simple. On social media, you have a fraction of a second to get people's attention. Keep it simple. Make the call to action clear and easy to replicate. The Ice Bucket Challenge was genius because it got participants to nominate others on social media to spread it. 

2. Ensure User-Generated Content (UGC) 

Of course, user-generated content is at the heart of any challenge. Participants should have clear goals and be encouraged to share their content. A nonprofit can do this with clever hashtag use and quality content that will get attention when starting.

3. Influencer Engagement and Partnerships

We know that social influencers can increase views on social media. Looking at influencers is a good idea if a nonprofit decides on a viral challenge. Another route is to join forces with strategic partners (e.g., other nonprofits, corporations and individuals) to help get things going. 

We know nonprofits must create new strategies like gamified marketing to break through the noise. It takes work to get past the massive amounts of information that social media produces, which people consume daily. That's why viral challenges offer an opportunity. They change up nonprofit content and invite people to join in doing something fun and maybe even silly for a good cause. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.