May 8, 2020 |
To unite the world through music during a global pandemic, Global Citizen and its partners produced and premiered the ‘One World: Together at Home’ live event on Saturday, April 18. A phenomenal event on its own, the virtual concert boasted 21 million viewers and raised $1.5 million, and as of May 5 that number had risen to over $210 million. If you're as impressed by the results as we are, here are some of the biggest takeaways that other nonprofits can use to replicate their strategies:
The ‘One World: Together at Home’ campaign – a global broadcast and digital special to support frontline healthcare workers and the World Health Organization (WHO) – brought together musicians, celebrities, and supporters to take action to support the COVID-19 Solidarity Response Fund for WHO. Curated in collaboration with and hosted by Lady Gaga, the event featured appearances and musical performances. Performances included the likes of Andra Day, Billie Eilish, Elton John, John Legend, Kacey Musgraves, Lizzo, Paul McCartney, and many more. Viewers were able to tune in across various U.S. broadcast networks and international outlets.
The six-hour livestream and two-hour broadcast event directed supporters to act.me, which urged them to take a pledge to act in the fight against COVID-19.
Lessons to Take Away:
1. Provide a way for your supporters to take immediate action
Supporters were directed to a landing page urging them to take a pledge to act in the fight against COVID-19. The main pledge, as shown above, was to stay home. The page also listed other ways to take action, such as: what can we do to reduce the impact of coronavirus, tell governments, big businesses, and billionaires to fight coronavirus, and how can we stop the next pandemic. At the bottom of the page, Global Citizen listed more information about the COVID-19 Solidarity Response Fund for WHO, and how to donate.
2. Show how funding is used to power your work
On the response fund webpage, WHO implemented clean and clear web design. They also gave complete transparency to its website visitors, which is an important component many potential supporters look for when deciding where to donate. WHO provided this transparency in two mediums: a video and an infographic.
How is WHO responding to COVID-19?
The Strategic Preparedness and Response Plan, provided by the World Health Organization, outlined its objectives and the allocation of its resources.
3. Use mobile optimized digital tools
75% of visitors to the donation page were using mobile devices. This data point serves as strong evidence that nonprofit organizations should continue to ensure their forms are optimized for mobile devices. Other standout features of their donation page include: suggested donation amounts, a checkbox option to contribute monthly, one-click functionality with FastAction, and instructions on how to donate by text via U.S. mobile carriers.
For more tips on successful fundraising during COVID-19, watch our past webinar, "Keeping Supporters Engaged When Crisis is the New Normal," now available on-demand.