Twitter users are now able to donate to selected charities with the use of a hashtag. Will this force supporters to put their money where their Tweets are?
A new social payment platform called #Donate is emerging to allow Twitter users to donate to charities with a Tweet. This is possible thanks to Twitter’s recent merge with the retail world, allowing users’ Twitter accounts to be linked to a payment system for online Twitter purchases.
How will it work, you ask? The answer is that by Tweeting or Retweeting specific posts users will have the option to donate a set amount to a specified organisation. A given organisation has the option to create a hashtag in either a fixed or flexible amount to allow the donor to determine the amount of their contribution. After contributing, the donor will receive a response Tweet asking to confirm the amount or be alerted to set up their PayPal services.
The process was initiated by #Pay, a retail technology company, in collaboration with GOOD Agency to access the charity market. Once donations are confirmed, PayPal and #Pay will receive a small portion and the rest will be sent to the chosen charity.
For example, a Tweet might look like this:
Support our charity and Tweet or Retweet @example #example £5
You would then receive a response Tweet from the organisation:
@yourname Thank you, you’re almost done. Retweet this message to confirm your donation.
All in all, the process is incredibly simple and has the potential to change the way that people donate money to non-profit organisations. Remember #IceBucketChallenge? Imagine if each of those Tweets, posts and videos carried a £2 charge; the actual contribution to the ALS society would have been even more enormous than it was. The added social pressure to give back could transform what has now been deemed ‘slacktivism’: the act of supporting social causes without actually putting forth any effort. Many people did the Ice Bucket Challenge but didn’t actually donate.
Slacktivism is typically seen as a negative force, but studies show that those who participate in slacktivism are actually more likely to participate in charitable works than those who do not. Perhaps this is the disruption needed to push slacktivists off of the fence.
If you are a non-profit looking to receive donations through Twitter you can sign up on the GOOD Agency website this week.
Would you be willing to #Donate to a good cause? Let us know @UK2