WhatGives!? Do Something Good…

This weekend at South By Southwest I participated in the interesting discussion between Beth Kanter, Kari Saratovsky, Holly Ross, David J. Neff, and Amy Sample Ward about “Crowd Sourcing for Innovative Social Change“. The definition and benefits of crowdsourcing were thoughtfully expressed by each of the featured panelists and there were tons of great examples discussed.  Kanter had without a doubt spent a lot of time preparing for this do-gooder packed panel and it definitely showed.

The audience seemed to appreciate the enthusiasm for crowdsourcing projected by the experts who were great at explaining the benefits of crowdsourcing.  From personal and online discussions afterward, it was clear to me that the attendees were hungry for more.  So WhatGives!? friends and crowdsourcing connoisseurs?  Let’s dig deep!  After all, isn’t that social media is all about – continuing the conversation beyond conferences, podcasts, and tweets?

So, to get you and your non-profit organization thinking a bit more about how to actually do that, I’ve put together an overview of reasons to use crowdsourcing, common mistakes made in crowdsourcing, and specific ways to actually implement crowdsourcing on the internet.

3 Good Reasons to Use Crowdsourcing

To Recognize That Partnerships Are Meaningful.
Although donations are incredibly important to most non-profits to maintain their organization, charities need to develop long-lasting relationships.  Creating win-win alliances and partnerships with your very own “solution providers” has had a proven track record for a number of successful brands, non-profits, and consumers alike.  Need proof?  Click here for some great examples.

To Save Resources.
This is the most understandable reason to use crowdsourcing, and a common theme discussed throughout the panel.   Sure, you could devote an entire year to research the community’s interest in where to implement a green wall, but is that really efficient?  Probably not.  It’s smarter, faster, and easier to collaborate with other like-minded individuals whose small actions can add up to something much bigger than you.

To Put the Social in Social Media.
People love being asked for help.  They also love to express their opinions.  You can gain an incredible amount of support from taking a step back from yourself and letting your fans take charge.  It gives them a sense of importance and pride in your organization – which has undeniable power and potential when it comes to attracting and maintaining donors, advocates, and volunteers.

3 Major Mistakes Made in Crowdsourcing

Lack of Transparency with Rules & Expectations.
Remember that whole Chase Bank monstrosity?  If you didn’t hear about it, click here to get a quick recap.  Why did that happen?  Because Chase Bank didn’t communicate their policies very well, and surprised (and angered) people when their crowd sourced results were thrown to the curb.  Do you think people will be able to trust Chase with another crowdsourced campaign/competition/social good message?  Not so much.

Social Media Fail.
If you’re going to use social media to interact, promote, engage, or raise awareness for your cause – you have to be willing to roll with the punches when things get hard.  No ideas coming through?  No one commenting on your blog posts, status updates, or e-newsletters?  Get over it!  Change your communications strategy.  Be willing to adjust and improvise.  Your supporters need to understand why they’re being asked to do something for you.  So tell them why it is important!

Boring Actions.
I hate to be the bearer of bad news, but shouldn’t crowdsourcing be fun?  Of course, there is a time and a place for seriousness, but when it comes to online crowdsourcing and charity, a little bit of light-heartedness can really go a long way.  People are going to be more willing to support your cause in the long run when they’re enjoying themselves, so consider your audience and what you’re actually asking them to do for you.

3 Ways to Crowdsource Online

Do It on a Small Scale Using Basic Social Media.
When you think about it, social media is really just a casual crowdsourcing tool.  I always tell charities to ask questions to their networks when using social media.  I call it the “50-50 Social Rule”.  Thankfully, there are tons of great applications and simple features of social media already available at your fingertips to help you assemble those answers.  Facebook Fan Page Status Updates, Twitter Polls, Formspring, Video Responses On YouTube, and many many more.

Do it On a Larger Scale Using Existing Applications.
Cool new technology platforms like IdeaScale and Chaordix are highly cost effective, and a much more interactive, professional, and aesthetically pleasing way of giving your supporters that good old fashioned suggestion box.  Try them out!

Partner With a Brand & Get Your Cause Amplified.
Pepsi’s recent crowdsourcing project at South By Southwest was a huge success and do you know why?  It put faces to the causes people were being asked to support, and was an opportunity for the social media savvy to get people talking (and tweeting!) about a cause they believed in.  It also was successful because the message was simple, the action was fun, and it was easy to get involved.

Phew! I’m all crowdsourced out.  What are your ideas, what challenges do you face, and which tools do you use?  Let’s crowdsource them in the comments.

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Tags: Amy Sample Ward, Beth Kanter, community, crowdsourcing, David J. Neff, helpful technology, Holly Ross, Kari Saratovsky, social media tips, South by Southwest