Why the ice bucket challenge proved such a runaway success — Catherine Tucker

MIT Sloan Professor Catherine Tucker

MIT Sloan Professor Catherine Tucker

From Yahoo! Tech

As social media sensations go, this one had it all: Emotion, social currency, money, and a sense of derring-do. It involved your social network and mine, but also celebrities, professional athletes, and even a former president. It was, on one level, silly and tapped into our deep-seated can’t-look-away tendencies, but it was also on a deeper level inspirational and supported a worthy cause.

I am referring, of course, to this summer’s social media phenomenon: the ALS Ice Bucket Challenge.

For the uninitiated, the Ice Bucket Challenge involves dumping a pail of cold water over your head, posting photographic evidence of the pour on Facebook, Twitter, or Instagram, and then challenging friends to do the same within 24 hours or give $100 to A myotrophic l ateral sclerosis (ALS), or Lou Gehrig’s disease. Many did both.

As a fundraiser, the Ice Bucket Challenge continues to be, in the words of Forbes magazine, a “philanthropic blockbuster.” Not only has it raised more than $100 million for ALS, the progressive neurodegenerative disorder that affects nerve cells in the brain and the spinal cord, but it has also heightened awareness for a disease that many Americans knew little about.

The challenge has been such a success that every professional fundraiser in America is no doubt thinking: “How can we start our own Ice Bucket Challenge?”

Trying to imitate the Ice Bucket Challenge, though, is a mistake. A winning social media campaign is not about tweaking an existing idea; it’s about coming up with something colossally original. And a bucket-esque challenge that requires participants to do something distasteful but that won’t kill them — drinking a bottle of vinegar water, say — isn’t going to cut it. Perhaps the first onslaught of copycats might be able to piggyback on the idea — the Rice Bucket Challenge, where participants donate a bucket of rice to someone in need and click a picture of it to share online, got some brief attention in India because of its cutesy name — but on the whole, marketing mimicry is doomed for failure.

Read the full post at Yahoo! Tech

Catherine Tucker is the Mark Hyman Jr. Career Development Professor and Associate Professor of Management Science at MIT Sloan.

MIT’s EMBA Program takes volunteering to the next level — Nelson Repenning and Diana Brennan

 

MIT Sloan Professor Nelson Repenning

MIT Sloan Professor Nelson Repenning

MIT Sloan Alumna Diana Brennan

MIT Sloan Alumna Diana Brennan

With more nonprofits incorporating each year, competition for funding is fiercer than ever. Organizations that have traditionally relied on grants and philanthropy are struggling as they look for new revenue streams to become more sustainable and impactful. While these organizations provide critical services, they often lack management resources and expertise to reach their full potential in terms of the number of people they serve. After all, how many nonprofits can afford to hire leaders with MBAs?

However, a new form of volunteerism is starting to address this need: the donation of management expertise, skills, and ideas. This is a big change from even five years ago when being civically engaged primarily meant writing a check or spending a day cleaning up a park with coworkers. This change may be due in part to the convergence of the profit and nonprofit sectors creating the emerging field of social enterprise. This shift has exposed the many ways the nonprofit sector could use operational support. As a result, “help” is becoming more broadly defined.

This new type of volunteerism — the donation of intellectual capital — can have a profound effect on organizations. By taking volunteership to the next level and matching the skills and expertise of volunteers with organizations’ needs, nonprofits can make operational and strategic improvements or possibly even pivot to change the way they serve the community. While this isn’t the most common form of volunteerism, it has the potential to add tremendous and long-lasting value.

Read More »