Nonprofit Supporter Engagement History and Evolution:

A Red Cross Case StudyBy Rachael Boyer

May 24, 2011

The American Red Cross began

with a meeting of Clara Barton’s

acquaintances.

• Clara was also a persuasive and charismatic speaker who could rally volunteers with ease.

The Red Cross used posters and newsletters

Then email

Unique email campaigns with catchy subject lines and visually interesting graphics encourage action from supporters, but don’t allow for conversations.

Then social media and text giving

Social media allows multi-way communication, and text giving is popular, but not without problems.

What’s next?

Will mobile TV, and internet-enabled smart phones continue to make nonprofit communications evolve?

Credits

• Papatoetoe Red Cross meeting, ca 1962, photograph by Trevor Penman, courtesy Manukau Libraries http://www.flickr.com/photos/manukau-libraries/4477875704/in/photostream/

• Information about Clara Barton, and the American Red Cross http://www.redcross.org/museum/history/claraBarton.asp• Vintage American Red Cross posters: http://www.redcross.org/museum/exhibits/posters.asp • Red Cross email screenshot by Jeannie Chan: http://www.curiousmarketeer.com/2011/01/a-lesson-from-the-red-cross/ • Ozarks Red Cross Twitter screenshot: http://www.flickr.com/photos/ozarksredcross/4931433930/sizes/m/in/photostream/ • Text giving photo by Ann Larie Valentine: http://www.flickr.com/photos/sanfranannie/2825316538/ • Mobile TV photo by Nicolas Nova: http://www.flickr.com/photos/nnova/3948168895/ • Red Cross Social Media study:

http://offcampus.lib.washington.edu/login?url=http://search.ebscohost.com.offcampus.lib.washington.edu/login.aspx?direct=true&db=a9h&AN=58095719&site=ehost-live

By Rachael Boyer, for COM 546, Evolutions and Trends of Digital Media at the University of Washington, Master of Communication in Digital Media. Spring 2011.