Crowdsourcing plays a vital role in helping companies raise awareness and drive public engagement in charitable giving. By putting consumers in the driver’s seat, companies can rally mass audiences to help solve a problem, either through competition or collaboration. Pepsi Refresh and Chase Community Giving, for example, were two innovative campaigns that helped pave the way for using social media to drive philanthropic grants.
But since then, these “vote for me” campaigns have become all too common. What was once a novel concept has flooded our Facebook pages and Twitter feeds. Is crowdsourcing at risk of fatigue?
There are two things you may want to consider:
1) Here to stay: This growing social media practice will not be going away anytime soon. In fact, among large corporations, a sizeable 44% have used crowdsourcing. Of these, 95 percent found it valuable to their company. Regardless of use, 83% see the potential.
2) Growing pains: Despite its popularity, the quick rise in companies’ using crowdsourcing has led to some growing pains. The concept is not new to consumers. Mostly likely, people are no longer going to click on a campaign page or vote for a cause just for the novelty of the action.
So what does this mean? For one, companies will have to look for new and innovative ways to break from the typical “vote for the charity” scenario. Focus should be put on the cause and why it matters, rather than the means of engaging in that issue. Crowdsourcing is the vehicle – not the solution – for engaging with consumers. Companies still need to use creative marketing, transparency and purpose to drive their campaign and avoid consumer fatigue.