There’s a lot of low hanging feminist fruit that I’m going to bypass in order to talk about the #nomakeupselfie social fundraising campaign that has racked up MILLIONS OF POUNDS in donations for Cancer Research UK. But if you really want to read about that I’m sure there’s hundreds of blogs about pro/anti make up feminist agendas – you’re on your own.
The big question is how did a user-led act of solidarity with friends and relatives dealing with cancer turn from an armchair-activist awareness campaign [which I’m not against] into a funding drive that spawned copycat campaigns by men in make up, or in nothing but a sock, and spread beyond Cancer Research UK into other Big C focused orgs.
Photo-based solidarity action on social media is nothing new. Ribbon overlays and avatar swaps have been sought and given freely to show care for causes and campaigns. But unlike many organization-led campaigns to raise awareness and donations the whole #nomakeupselfie campaign feels led by hearts not organizational direction and it brought in millions of pounds in non-planned, supporter pledges and donations almost as an afterthought.
From the organizational stance what this seems to reflect is a broader understanding of the digital space in both understanding of users/supporters/untapped audience, and responsive marketing in the digital space.
The Back Story
This campaign outline was formed by Breast Cancer Care and Escentual, a cosmetics company, to catalyze support for Breast Cancer Awareness month in October. A quick look at the site for that campaign shows that supporters who joined the campaign in October had struggled to find the momentum that #nomakeupselfie would this year and many failed to reach the $1,000 target set online. So what happened this time? Possibly, some of the contributing factors were that the action was spurred by compassion of the cancer supporter / survivor movement; the language used ran closer to digital native lingo – most people who have a phone know how to selfie; Facebookers were just coming down from the nomination to action template of neknomination.
Digital marketing speaks about emotion catalyzing action all the time – Buzzfeed is all about emotional engagement and sharing – and I can think of no greater reflection of audience need/emotion than one driven by them. This is a huge reminder of why you should always be listening to your audience, whatever your niche.
Selfless Selfies
Good intentions and pure emotion cannot create change alone so to look a little deeper at how the campaign spread we can look at the tools users had to communicate their compassion: the selfie.
The camera is an important first step as it’s the art of the selfie. Anecdotally, if you’re a selfie-taker on any platform you’ll see there’s always a spike in action – determined here as comments and likes – from friends and followers. Georgia Tech & Yahoo Lab researchers back this up with their recently released research on increased engagement for Instagram pictures that feature faces. The idea that ‘Faces are powerful channels of non-verbal communication’ applies across platform so I think we’re safe to roll out an idea that face-centric selfie images also attract more interest and reaction on Facebook & Twitter. Atop of this people making taking part in this action were using platforms like Facebook, which for many will be a hot bed of action for close friends and family increasing the likelihood of shared experiences as cancer sufferers or supporters and survivors of cancer sufferers. This instance is more likely to see friends and family mimic the supportive action, especially when nominated neknomination style. And from there on the circle widens.
And well…
Donations Across the Nations
Of course we’re not talking about just viral shares and awareness which is all very good and a nice thing but doesn’t often help an organization achieve its mission or increase the impact of their work. And really, at the route of all enjoyable, wonderful, awe-inspiring campaigning we should be trying to do those core things.
So, why so many donations? (help, I’m about to drift into feminism) There’s is a certain shame attached to women for ‘showing off” or being ‘vain’ by daring to do whatever #flawless thing they want on camera. Negative comments, Jezebel called selfie culture a ‘cry for help,’ and associations to this visual self-love of oneself is considered so damaging to female mental health and personal appreciation that #365feministselfie is a thing. Luckily, cancer charities found a lovely way to alleviate all that guilt about selfie love and benefit the greater good through penance – this time small donation to cancer research via sms.
I’m being slightly facetious. But also slightly realistic. Not all the selfies had donation information attached and due to rising consumer understanding of pinkwashing and call-out culture unsupportive inter-friends were quick to ask posters to put their money where their un-lipsticked mouth was. People gleefully paid their penance to take part. And women dominate on social networking platforms giving them an opportunity, whatever their audience size, to make ripples on the web.
But of course #nomakeupselfie wasn’t confined to women on the web and very quickly it became a space for everyone to take part in conversations on cancer and funnel donations to cancer focused organizations. There were very few ways to lose out for supporters or organizations. The campaign was not started by one organization so #nomakeupselfie was open to all cancer focused organizations to co-opt for their campaigning whether it was to get users to take a first step and become an online fan on social media or a first time donor – Cancer Research UK clearly came out on top likely due to quick reactions.
For me it speaks to my true belief that nonprofits benefit most when we work together and share resources and messaging around our health or social justice issues.
But outside the warm glow of success and happiness there are other questions to consider.
How is that big money being spent?
What is the impact of all this money? Everyone loves to play their part in curing cancer but what does that mean in real terms? Dr. Marianne wrote a nice post looking at the fact that ‘cancer is hundreds of diseases’ and education on cancer screening and treatment. Can Cancer Research UK and its peers who have received a funding boost this March capitalize on community growth to increase people’s understanding? As a nonprofit/social justice person I can see a great opportunity for Cancer UK et al to continue their engagement and outreach with the #nomakeupselfie ++ campaigners by providing updates on where those millions of dollars go including: how that money effects staffing, policy outreach, research and education. That’s not only the right way to follow up with donors but a great way to make sure that donors stay with the organization and, best case scenario, increase donations and commitment over time.
Who didn’t the campaign reach?
A cursory look at the selfies accessible online showed a lot of white faces and little else – that could be a sign of problematic outreach for these organizations. In the UK, women of color face poorer outcomes after a cancer diagnosis and Black and minority ethnic women reported feelings of ‘frustration and marginalisation’ due to perceived support and treatment in breast cancer care. You can find this information on specific inequality and minority sections within cancer research sites but a stronger campaign focus on work to tackle discrimination within the health services and improve health outcomes for men and women of color could create a great opportunity for fulfilling organizational mission and growing supporter bases.
Could the campaign success be replicated?
It’s always hard to follow something amazing and it’s impossible to tell if any of the organizations benefitting from the windfall of #nomakeupselfie will be able to engage their supporters into viral sharing and donating action in the future but there are definitely lessons to learn. Organizations need to be ready, when something big starts happening it pays to be waiting with easy ways to catalyze next steps whether that means taking part in an action or making a donation. Everyone needs to be listening to their audience and be open to support and nourish their campaigning efforts even when they’re outside usual working remit. My big one: nonprofit and social justice organizations need to be open to working together with other organizations. We can all take steps to break down the silos and the notion that there isn’t enough money to go around when we share common social justice goals.
This is also a great place to note that Cancer UK is advertising for a new Digital Specialist role in London: https://cancer-research-uk-jobs.tal.net/vx/lang-en-GB/appcentre-3/candidate/postings/1610