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Case Study: Razoo Puts Charity To Work For Facebook Fans

If you are not familiar with Razoo, Razoo helps people give to causes they care about through their easy-to-use platform and services. In October Razoo had about 10,000 Facebook Fans, today they have over 50,000 Facebook Fans. How did they do it? They put their money where their mouth was – literally. They partnered with four breast cancer charities and vowed to pay out $10,000 to four charities in the fight against breast cancer if they could get to 50,000 Likes by the end of the month. And they did.

How they did it?

Throughout the month of October they featured breast cancer awareness stories on their blog and always made a subtle reference to their Facebook campaign within each particular story. They also reminded people on their Facebook page and in their newsletter. The good news, they reached their goal of 50,000 fans and paid out $10,000 to four nonprofits in the fight against breast cancer giving them $2,500 each!

A recipe for success?

One would think that this would be a recipe for success. Now they are trying it again in November with lung cancer awareness month. Although the payout is the same, the stakes are a little different. How The Promotion Works: To participate in the Promotion, go to www.facebook.com/Razoogiving, and “Like” the Razoo Facebook page. Once Razoo reaches 70,000 Facebook “Likes,” Razoo will donate $2,500 to each of the 4 chosen lung cancer related charities. The lung cancer charities featured are: LUNGevity, Bonnie J. Addario Lung Cancer Foundation, Lung Cancer Alliance and Beverly Fund.

But the climb has been slow. Only 8 days into the campaign and their goal to get 20,000 more likes before they write that $10,000 check is crawling at a snail’s pace, at just 51,168 (at the time of this writing). That’s an average of about 146 per day, whereas for breast cancer awareness month, their average was more like 1,333 per day.

When we asked Razoo.com Community Manager Ifdy Perez on what she thought about their progress thus far, she expressed that she was still confident that they will meet their goal and be able to write that check for $10,000. Recognizing that breast cancer and lung cancer are two very different disease she said, “The breast cancer community has done a great job educating the general public, and there’s great awareness about it as a result. But the lung cancer community is still working toward that level of awareness, and at Razoo.com, we felt strongly about doing something. The statistics of lung cancer speak for themselves, and with the large audience we have, we wanted to do what we could to help a community of people in great need of research funding. It starts with awareness.

She’s absolutely right about the awareness part and that’s due in large part to the survival rates between the two cancers. Breast cancer has a 90% five (5) year survival rate, whereas lung cancer is at 15.7 percent. What does that mean? Well, for starters there are a lot more people actively advocating about breast cancer online than lung cancer simply because they are alive. The only lung cancer organization on Facebook to have over 10,000 fans is LUNGevity. Assuming fans overlap across organizations, it’s unclear at this moment if an additional 20,000 fans was too aggressive of a campaign.

There also seems to be some sort of stigma attached to the cause and this is baffling. In a recent post that Razoo posted about the lung cancer campaign on their Facebook page, some people started talking about how people should quit smoking so they wouldn’t get lung cancer. (Full disclosure: I’m a lung cancer advocate and I can tell you, you only need a set of lungs to get lung cancer.)

Regarding the stigma, last month I lost a friend to lung cancer who smoked during college but quit in her early twenties when she found out she was pregnant. Over 25 years later she discovered by accident she had a Stage I tumor in her lung. She had it removed. But nine years later, her lung cancer came back and she eventually succumbed to it the second time around. So after 35 years of living a healthy life, you should be penalized for something you did in college? Can you imagine someone thinking you deserved to die because of something you did for a few years back in college? C’mon.

What else can Razoo do?

This is something I’d like to open up to you smart folks. Social Strand Media has decided to add a Like Box to their website during the month of November to help Razoo’s campaign. But what else can Razoo do?

Your comments are welcomed!

 

 

 

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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.