The annual Project for Awesome (P4A) charity campaign like most social media campaigns follow a Strategic Planning Model which some believe is the key to success when creating and carrying out a campaign.
The business goal directly from the Foundation to Decrease World Suck, Inc is that they are a “100% volunteer operated and exists solely for the purpose of raising funds to be donated to other non-profit organizations”. While this goal is all inclusive of what Project for Awesome stands for some other goals can be implied. The implied goals is to better the world, implied from the foundations name as well as raise awareness and promote for the causes of the organizations that receive the money from Project for Awesome.
This campaign is very different than others because the motives behind it are only to raise awareness and money for others. Project for Awesome does not keep any of the money raised. The only expenses used are those that are required of a campaign. The specific costs that are associated with P4A include perk manufacturing, shipping, Indiegogo fees, and merchant (credit card) fees. Some problems that could be apparent with this campaign is the doubt of where those who donate money is going to go to, as well as the perception that could occur of an organization Project for Awesome is trying to help taking their help in a negative way (the organization thinking that P4A thinks they can’t raise funds on their own).
The Project for Awesome campaign is now an annual event with thousands of supporters but in its earlier years attracting content creators to promote the campaign was a struggle as well getting those content creators subscribers/followers to interact and get behind a cause. With most campaigns their is always the challenge and doubt that it won’t be perceived well by the public. In 2007 the internet and social media was much more limited in users and platforms proving difficulty when comparing to social media campaigns now.
The aim of the campaign is to really emphasize how easy it is to help a cause and bring awareness to causes some viewers may have never been aware that the problem existed.
Since YouTube is main platform of choice for Project for Awesome, when researching the site some interesting information makes it obvious on why this site is the best to execute this campaign. “YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.” this kind of exposure really heightens chances of getting donations. According to The Guardian, a UK based news site, 30-59 year olds are the most charitable so with YouTube’s reach it is logical to use the platform to distributive the message and encourage donation.
Some more statistics on YouTube prove that the websites success is only continuing to grow and become more of a power house for sharing content and getting that content viewed. When analyzing YouTube it is also apparent that it has a large adolescent audience and exposing them to the causes that Project for Awesome supports really adds another beneficial aspect to the campaign.