Foundations and other non-profits are always poised to
publicize their efforts when it comes to relief efforts. But just because your
business (or your client’s business) isn’t an obvious candidate for this type
of social (and I don’t mean social networking here though that is a part of it)
outreach doesn’t mean that opportunities (and responsibilities) don’t abound.
the mobile phone companies for instance. We can actually donate to the relief
efforts by texting our financial support via our cell phones. That’s pretty
remarkable. It also gives cell phone companies an extraordinary opportunity
(conducted with grace) to demonstrate the benefits of cellular technology. It
also gives a whole bunch of experts an opportunity to espouse their points of
view on, say, the psychological behavior of people watching a catastrophe
unfold before their eyes. For the most part, people want to help, because
feeling helpless is so rotten. But people want to help right away versus going
to their computers, pulling out a credit card, or if you’re like me, trying to
figure out which credit card you want to use, and filling out a donor card.
to the Associated Press, text donations to the Red Cross have passed the $5
million mark. That’s astounding. And it helps the companies immensely. Often we
bemoan the intrusion of cell phones, but when they’re used for a clear benefit,
it makes us feel better about the phone and maybe even the Verizons and T-Mobiles of the world.
be interesting to see where all this donate-by-text goes. It’s not unlike our
collective desires to volunteer. So many opportunities abound, yet it’s not
always easy to find the right place. As a result, our well intentions fade.
With text donations, it’s immediate gratification for everyone.