How to Combat Slacktivism

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.



For more information please call on 1300 721 799 or email

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