Selling merchandise online is nothing new for the not-for-profit sector, but selling virtual merchandise is a completely different story.
In this article we look at a unique new initiative from an Australian not-for-profit group.
Bandanna Me is an app that allows you to buy a virtual bandanna to dress-up your Facebook profile picture, with proceeds going to youth cancer not-for-profit CanTeen.
CanTeen launched Bandanna Me to help increase awareness and raise funds for the 19th annual Bandanna Day on October 18.
The app allows you to pick the style and colour of a virtual bandanna, then resize, rotate and move it into place on your picture. Users give a tax-deductible $2 donation (or more) to receive a new bandanna’d picture.
CanTeen General Manager of Marketing and Fundraising Ewan Isbister said the group was excited to go beyond the traditional Bandanna Day model with a digital extension.
“National Bandanna Day is now in its 19th year so we were looking for new ways to generate interest in the campaign, extend its reach and raise more funds to help us support young people living with cancer,” Mr Isbister said.
“We’re very excited about going beyond the traditional Bandanna Day model and believe this crucial digital extension will help increase engagement and participation in this fantastic and long-standing event,” he said.
CanTeen hopes to raise $1.7 million through all of its efforts on National Bandanna Day, though it is unclear how much they think the app will raise.
While the success of the Bandanna Me app is yet to be seen, CanTeen has taken an exciting risk in exploring the possibilities of new technology and social media.
The idea behind the app as a fundraiser is clever – People will happily pay a small donation to enjoy a novel way to show their friends and family they are supporting a worthy cause – and a $2 donation is small change.
While profits from the app will depend on the cost of its development (which remains undisclosed), the true value will lie in its ability to reach a greatly magnified audience through the social media networks of its supporters.
The most exciting part of CanTeen’s app is the translation of an already instantly recognisable campaign – the bandannas – into a new space – online.
If the app is a success it will be hard for anybody to spend October 18 not seeing bandannas, including when they log in to check their Facebook accounts.
