Slacktivism, defined by the Oxford English Dictionary as “actions performed via the Internet in support of a political or social cause but regarded as requiring little time or involvement”, is emerging as a serious challenge for fundraisers world-wide.
With the expanding role of social media in our lives, the definition of “support” is changing when it comes to engaging with a cause. Many people, particularly from the Millennial generation, now see sharing a post, signing a petition, using a hashtag or participating in a social media challenge (eg the no-make up selfie) as a form of support. They are happy to pat themselves on the back for simply contributing to a cause’s conversation, without ever giving the time and money those causes actually need.
So, what can fundraisers do to combat slacktivism and encourage the younger generations to engage with them on a more meaningful level? Here are our top tips…..
- Address the issue of slacktivism with your social media followers and actively educate them about the more valuable ways they can contribute.
- Make sure that a large proportion of your social media posts include a call to action.
- Be selective about what you ask people to share, only asking them to like or share the posts which have a strong call to action.
- Set up mechanisms which allows online donors to automatically share that they have made a donation on social media.
- When posting about the problems you are trying to solve, make donors and/or volunteers central to the solution.
- When witnessing slacktivism related to your cause, use the opportunity to educate people about the need to put their time and money on the line.
- Be prepared to capitalise on social media interest in your cause and respond quickly with a call to action when the opportunity arises.
- Communicate the value of your supporters both online and off in order to reinforce the message that active supporters are central to the achievement of you vision.
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