How to Use Social Media to Promote A Non-Profit Event, A Case Study for St. Baldricks

Download The Bella Buzz

A good friend and colleague of The Bella Buzz drops by to discuss this past weekend's successful fundraiser for children's cancer in Chattanooga, in association with a foundation called St. Baldricks. Dawn Skowronnek joins us with the story of how she and her son Jack became involved with the charity.

As a new family in the area, living on Signal Mountain in Tennessee, Dawn used social media tools as a way to develop a strong network in the area.  She used Facebook, Twitter and LinkedIn to develop online relationships which helped her when it was time to generate interest in this event.  Volunteers and participants were all a part of these social networks, including a photographer named Rich Smith who she recognized in the grocery store one day, based on his avatar image. 

The Facebook Fan page Jack Shaves for Kids Cancer was a major factor in communicating and connecting about this event. 

This is the second year of this fundraiser, and it all began after Jack had completed some recommended reading called Drums, Girls, And Dangerous Pie by Jordan Sonnenblick.  It is the story of a middle schooler, who's brother is diagnosed with lukemia, and as a show of solidarity the big brother shaves his head. Jack was so moved by the story he decided that he wanted to shave his own head.  Dawn suggested that he take the opportunity to raise some money to help support cancer research.  The first year was a "virtual shave" that raised over $1200 and has led to this year's bigger event topping out over $3000 and counting!

A nice moment for Jack this year was getting to speak via Skype with the author during his shave.  He has also received additional recognition, but for this 11 year old the reward is just having a chance to make a difference. 

An additional social networking tool, used for reaching out for participants and donations, was this YouTube video.  Once again it demonstrates how it is important to take actions across a broad range of networks so that the message can reach its audience wherever they may be. 

For those considering fund raising strategies, it never hurts to ask, which is how the Signal Mountain Cookie Lady became involved with a donation of 70 St. Baldricks logo'd cookies. 

The best way to contribute to this cause is through Jack's Facebook Page which provides a direct link to the St. Baldricks event page where donations can be placed via secure web payments.

UPDATE: After our taping, Dawn was contacted by the Chattanooga Market who is interested in hosting the event next year. This will now give the event city-wide exposure and will allow Dawn to include many more people in the coming year. Her friend posted the event on her Facebook page and the owner of the market read it and contacted Dawn. Another "win" in this huge social media story!

Theme music for The Bella Buzz is Fallen by Digital Chemistry, available for download at the Podsafe Music Network.

You can subscribe to The Bella Buzz directly from ITunes by following this link, and we would be happy to receive listener feedback and ratings at The ITunes Store.