iHobo: real charity starts with virtual giving

Raising awareness? No problem. Creating online publicity? Done.

Asking for money? Er... I’ll get back to you on that.

Our first major project as public relations majors is developing a strategic communications plan for Winnipeg Harvest to raise awareness of the hunger problem in the community, generate online publicity for the organization, and motivate people to donate. For me, the latter is going to be the biggest of challenges.

Last year, we developed a promotional campaign for the film Zooey & Adam, which, looking back on it now, wasn’t all that difficult. Come see a movie? Sure, why not - part of the incentive is in the grab itself.

When it comes to encouraging people to part with their money, however, I’m going to need a bigger draw.

What’s in it for me?

Take the communicator’s new favourite tool - the app - as an example.

There are some out there who simply offer an easier way to give. Instead of phoning your local charity or writing a cheque, you can donate just by tapping your iPhone/iPod Touch screen.

(There are even a few of these that - get this - aren’t free. Paying for an app whose main function is to ask me for more money? I'll pass!)

But taking your charity’s current method of donation and changing the interface to suit smartphones isn’t enough.

Lets face it - if all the app does is ask you to donate, how many times are you going to launch that app? What’s in it for your audience? (And don’t just say warm fuzzy feelings.)

iHobo

Say hello to your very own homeless person.

He lives on your iPhone for three days, asking you for food, money, and shelter, and letting you know when he’s in trouble.

Likened to Tamagotchi from the 90s, your response depends on his survival, and is intended to educate users about the daily struggles of living on the street.

Controversy aside, this app is genius.

Not only does your audience want to check in on the app to see how their hobo is doing, the app - with push notifications - will check in on them if they’re away for too long.

Form an attachment to your virtual “hobo” and you just might give some food or money to a real one.

Money and a change of heart? Now that’s good PR.