Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community

PREFACE

Just 35 seconds after the 2010 earthquake in Haiti began, 316,000 people were dead, 300,000 more were injured, and more than one million were displaced. As we witnessed one of the worst natural disasters in modern times, nonprofits such as Doctors Without Borders, Oxfam, American Jewish World Service, and the American Red Cross rushed to the aid of people in Haiti and began coordinating large-scale advocacy, fundraising, and community response through multichannel campaigns.

The U.S. Fund for UNICEF raised $3 million from donors within the first hour after the earthquake struck.1 In that same time, the American Red Cross raised more than $3 million just through mobile donations.2 Apple helped by creating a page in its iTunes Store that ...