These drives are somewhat effective in building page likes and helpful to the local community, but nothing new and creative on the digital marketing end.
Bright Hope, an Illinois non-profit that serves the extreme poor in the world is taking the “like for a donation” concept a step further.
From now until May 31st, for every new like of their page, Bright Hope is donating a flashlight to the people in the poorest parts of Haiti. These regions of the small Caribbean country are very poor and have little sources of light after the sun goes down.
“Like for Light” is a very interesting campaign from a marketing perspective. The likes Bright Hope is gaining are somewhat qualified ones.
Think about it. Someone that likes a page because they want a non-profit that serves the extreme poor to donate a flashlight is much more likely to continue to engage with that page than a person that likes a law firm page because they gave a dollar to the local after-school program. The like-incentive truly matches the organization’s mission.
Like-drives are important and almost necessary to build a base, but marketers always have to keep thinking about what their fans will do after the campaign is over.
Some campaigns out there just leave me scratching my head. Seriously, if you gain 50,000 new likes in a campaign but have an engagement rate of .01%, after the campaign ends maybe you should have been more strategic in selecting the like-driver.