Pretty smart social marketing

I get a lot of email from Convenant House, a non-profit in Toronto focused on helping street kids. Their timing hits home as their campaigns are perfectly timed with every holiday opportunity.

But this time, they’ve teamed up with ad agency TAXI to perfectly capture the power of Facebook with an ask to “Donate your Status.”

Please help us reach our goal of one status for every street kid.

At first glance at the email’s subject line I didn’t get it but one click in and a bounce over to Convenant’s Facebook page and I realized the brilliance. They’ve got an assortment of status lines that are consistent and hard hitting as all Convenant’s messages are. Make one of these your Facebook status to share the message. And then of course, there’s the text “youth” to donate $5 to the cause buying 2 meals for one of these kids.

Kudos to the cause and their agency for a brilliant use of a small but powerful feature of one of today’s biggest social media platforms.


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