WWF (World-wide Fund for Nature) is known for its active involvement in saving endangered species. This organization is strictly non-profit and depends on donations and sponsors. Most of their operations deal with outreaches or issues aimed at preserving, conserving and restoring the environment. However, to keep on doing their work, we want to reach a wider range of people, and hopefully attract more sponsors and donors.
In order to do so, we want to create a transmedia campaign to reach a wider range audience. The USP in our case is to maintain a close relationship with the donors as to foster new and stronger relationships between the organization and the audience. Moreover, we specifically want to create a bond between the audience and the (adopted) animals. We want to create the feeling that they are apart from donors, also contributors on saving endagered species.
Since WWF is dependent on donations, we want to create a temporary social media campaign as a means to attract a wider audience. However, if donors request to follow the animals lives they will still be able to. Note that only the social media campaigns will be temporary. The reason for this is so that a certain storyline is created in order to create more involvement between the donator and the animal that they are sponsoring. This storyline is characterized by the fostering of an interactive relationship between the donor and the animal being sponsored (the story is the animals life).
The main purpose of this campaign is to generate buzz and awareness online around WWF and what they stand for with the hope of attracting more donators. We have come up with some ideas to actively engage people with WWF and make them aware of what WWF does.
One of these ideas is to use social media as a platform to actively engage the audience with WWF and promote the brand. This will hopefully increase awareness and in turn increase the number of donators.
We also want to give our audience the opportunity to choose an animal they would wish to help or adopt. If people would donate to save the polar bear for example, they will get regular updates on the bear location or current situation and get the chance to find out where their money is actually going.
We would update the donator with GPS statuses and pictures. With “smaller” animals, it would also be possible to “adopt” them, name it and be responsible for all its costs. The donor will be send regular diary updates (for example on its recovery or growing process) and pictures of the Kiwi. This experience is beneficial for both audience and donors because you get to see what is happening and become part of the process.
Furthermore, we would like to start a (temporary) campaign on Facebook in which each 500 likes is worth saving an endangered species somewhere in the world. This will be made possible by partnering up with a company that is willing to sponsor this project by donating a specific amount per 500 likes.
This action is being filmed and you can watch it on YouTube. Regular updates on your sponsored animal will lead to an increased engagement and hopefully more enthusiasm for the participants.
Furthermore we are thinking on making a competition on the website of WWF. People can share their own storys about how the saved a animal. The competitor which has the best success story judged by votes and winner gets to fly out and see their pet.
Moreover, we feel that TV commercials and newspaper ads would help to spread the word about what WWF now offers to prospective donors. Ads on radio channels such as NPR in the US might be useful to reach more socially responsible members of society. WWF is already a well established brand and is thus well known by most people around the globe. But with the chance to actually see where your money goes you are offered a different and more interactive experience. Its not just putting money in a jar, its saving lives.
Thanks for your time, we welcome and appreciate comments!