The new #fundraising landscape

Regina Bell, lecturer and academic adviser for the public relations program at the University of Rhode Island, recently helped students launch a social media campaign to fight childhood malnutrition. Bell’s students teamed up with the nonprofit organization Edesia to spread awareness and raise funds for Edesia’s vitamin-packed peanut butter paste, Plumpy’Nut. She holds a B.S. in management from Bryant University and an M.A. in organizational communication from the University of Rhode Island.

How has social media altered the landscape of fundraising?

It’s one of the most popular ways to communicate today and makes challenge campaigns, such as #MakeYourGreenCount, a powerful and fun way to quickly engage with donors, spreading the word through personal and professional networks. It not only targets key constituencies, but can also grow by organically reaching new audiences. Combined with more traditional methods, this can be very cost-effective.

How will URI students engage the public during the ?#MakeYourGreenCount campaign?

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They’re using a student-produced video and fundraising page, Facebook and Twitter, presentations to campus organizations and classes, as well as extensive outreach to fellow students, faculty, alumni, business leaders, public officials and the media. Their message is: #MakeYourGreenCount this March by donating $5 [toward boxes of Plumpy’Nut] and challenging 10 friends to do the same.

Why is it important for students to work with nonprofits?

Experiential learning prepares students for the workforce, and it teaches them strategic planning and project management. The collaboration with Edesia, which included a tour of the factory, gives students practical communications experience … working as a team. Plus, students recognize the difference one can make locally and globally by contributing to the mission of organizations like Edesia. •

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