It was a relatively slow week on social media for all three organizations.
This week, the Red Cross discussed Halloween safety, fire safety, Typhoon Haiyan, Ebola, and the organization’s new Monsterguard App. One post in particular regarding Typhoon Haiyan was especially appealing.
Typhoon Haiyan: 1 Year Later (6 photos)
Children are all smiles at Tanghas Elementary School, where the American Red Cross is installing hand water pumps, constructing new latrines, and repairing classrooms that were badly damaged by Typhoon Haiyan. Even though it was ravaged by high winds and fallen coconut trees, about 20 families used the school as an evacuation center and shelter after the storm. One year after Typhoon Haiyan, see how the Red Cross is helping this group of students. See the story: http://rdcrss.org/10o4owB
The post opens with a statement that the children are “all smiles” as the Red Cross helps them. This tells the audience that the victims and beneficiaries of the the Red Cross’s work are made happy by the help that they receive. In addition, the post goes on to describe specific actions that are being taken to help these victims, such as repairing classrooms, installing water pumps, etc. By listing specific ways the organization is helping victims/using funds, this promotes transparency within the organization and effective communication. The photo above shows the victims as happy and relieved, and puts the work of the Red Cross in a positive light. Appealing to the reader’s sense of compassion and emotion, the post is effective at reassuring the audience that their money is being well spent.
Doctors Without Borders posted about Ebola, Tuberculosis, Malaria, and South Sudan. Their posts were quite repetitive in the past week, lacking variety and creativity. However, one post on the non-profit’s Twitter page seemed especially appealing:
“This is no time for complacency”: Global drug-resistant #TB is racing towards a worldwide public health crisis http://bit.ly/1yKa68b
The tweet is quite alarming and uses word choice to create a tone of desperation. The quote “this is no time for complacency” catches the reader’s attention. The description of TB as global and drug-resistant is quite alarming, and effectively conveys the message that TB is extremely dangerous and spreading. Other descriptions such as “worldwide public health crisis” instill fear in the reader and contribute to the tweet’s overall tone. The tweet effectively conveys the desperation in the situation and promotes awareness and fear of the virus.
Care discussed World Savings Day, Ebola, South Sudan, Typhoon Haiyan, and a new partnership with H&M. The organization had some great posts this week. One in particular, also about Typhoone Haiyan, stuck out from the rest:
One year ago this week, Typhoon Haiyan (also known as Yolanda) devastated the Philippines. With your help, CARE reached more than 318,000 people with lifesaving food, shelter and livelihood assistance. We’ve continued our work in the region, helping the community to rebuild back safer.
This post relies heavily on audience appeals. “Devastated” grabs the reader’s attention while emphasizing the severity of the situation in the Philippines. “With your help” is a key phrase in this post. It engages the reader (and donor/potential donor) and includes him/her as part of the process of providing aid. A number like 318,000 adds to the organization’s credibility and emphasizes the large-scale nature of the work that CARE has been doing. Specific uses of funds are listed, which again promotes transparency and accountability.
Humanitarian Awareness 