Frighten, move, make responsible, reward, excite. Social communication tried to address its target audience in different ways, and today it needs to innovate its language to engage people who tend to donate offhand using smartphones.
It all starts from an evidence, well pictured by Donare 3.0 survey by Doxa research institute: Italians are still generous, but they prefer one-shot donations or charity products to regularly and continuously supporting trusted organizations. Not surprisingly, traditional debit notes are being replaced by money transfers via credit cards or mobile devices. Recently introduced channels, such as crowdfunding and personal fundraising, are also increasing.
A new, different communication is needed to talk to donors with a constant eye on cellphone displays. It should be quicker, but also aligned to the changed cultural and moral environment which has been consolidating through the last decade. It can’t be made of fear-arousing campaigns like the ones we saw in the 1990s, when the audience was moved by highlighting the impact of personal behaviour and lifestyle – think of popular TV commercials about Aids, drugs or cigarettes.
As stated by a recent survey by IULM University and Mediafriends, at the beginning of the 2000s social communication evolved towards altruism and a responsible language, sometimes with a touching and nostalgic tone when dealing for instance with hunger and poverty, children sponsorships, wildlife and nature protection.
This all changed after 2007: the global economic crisis pushed social communication once again towards individualism, with images and words aimed at gratifying supporters for their commitment. Let’s take the case of the Unicef campaign for Christmas 2015, where disdain is the feeling to convince the audience to do something for children in danger. The stronger use of emotion calls for impulsive actions, not requiring a long-term decision but prompting immediate acts like an online donation or a text message.
In the latest years social communication is coming even closer to corporate storytelling and branding. It wants to be credible and relevant for consumers-supporters, offer engaging stories, use a real-life language with a balanced mix of emotion and rationality. That’s really important, as Donare 3.0 points out that about 70% of us is not likely to sponsor charities if funds or results cannot be scrutinized. After the events and controversies that rolled over organizations such as Oxfam or Médecins sans frontières, the need for transparency is even stronger and essential.
But less emotional campaigns, playing with irony to engage people, started quite before the very recent charity scandals. Have a look at Cesvi campaign dated 2015, dealing with cooperation through Carlo’s odd experience, or FAI initiative dated 2015, having monuments talk to potential donors. Interesting campaigns, inaugurating a new season for social communication.
