My main objective for this interview was to find out how an organization uses social media tools to fund-raise. Just the week before our interview, the news about the government's advisory council changing their age recommendations for women's mammograms hit the airwaves. I did ask Kathy about this because breast cancer is THE reason why Making Strides Against Breast Cancer exists.
PPP: Kathy, thank you for letting me interview you. I’d like to take care of the details first. What is your role and title at American Cancer Society (ACS)?
Kathy: My title is Director of Special Events. I am in charge of Making Strides Against Breast Cancer, and run 3 Relay for Life events – Rome, Camden, and Whitesboro.
PPP: How long have you been at ACS?
Kathy: 18 years
PPP: How long has the ACS been using an online fund-raising website to allow teams to raise money?
Kathy: Making Strides has been using online fund-raising for four years. We also use an online fund-raising site for Relay for Life and Coaches vs. Cancer.
PPP: Do you feel that online fund-raising has been helpful? How so?
Kathy: Absolutely. Some events/teams have been quicker to embrace the technology, but it seems that use of the different sites has been increasing.
PPP: Is there a trend in increased online participants or dollars raised? (I know when I started there weren’t too many teams adding their information - it seems that more people are going online and doing this now.)
Kathy: More money is being raised online. What’s nice about the website, is that people can track their progress. They also can email friends and relatives and ask for donations. There isn’t a geographical limitation anymore. Instead of being a local event, it can become a world-wide event.
PPP: There is a total on the website that shows how much has been donated to date… is this information helpful to everyone back at the office to have a general idea of how much has already been raised before the actual event? Does it take the pressure off?
Kathy: The total on the website is a great gauge to see how all the teams are doing. We are constantly looking at the site and watching their progress. Checking the site also helps us track our Pacesetters (individuals who raise $2,500 or more). We like to acknowledge our Pacesetters at the Making Strides Against Breast Cancer walk – checking the website allows us to find out who will be a Pacesetter – even if it is at the eleventh hour.
PPP: I know that in 2008, users were able to put a link on MySpace and in 2009, ACS added Facebook as well. Do you think this was beneficial? Did you use either of these sites to promote Making Strides?
Kathy: We also had an account on Twitter. I used Facebook to promote my fund-raising efforts. It worked pretty well, but it didn’t seem to keep up-to-date with my actual progress. But other than that, listing on my Facebook page was helpful. I did get donations through Facebook.
PPP: Do you know of any other users who posted information on their MySpace or Facebook account about Making Strides? How was the response to their social networking?
Kathy: Bob in our office posted his information on Facebook – he got a nice donation from one of his classmates that he hadn’t seen in years – but because it was out there on his Facebook page – he received a donation from someone he didn’t have to actively ask.
PPP: Are there other social networking tools other than Facebook and MySpace that were being used in 2009?
Kathy: I think we did a pretty good job using social media to promote Making Strides. I think we’ll consider this a “jumping off” year and look to see how we can use these tools even more next year and into the future.
PPP: I know I posted photos from the 2009 Making Strides walk on my Facebook account. Do you know of any other walkers who did this? What was the feedback?
Kathy: I posted some photos on my Facebook account. I don’t really know how many people did this. I think we can look in this area to improve. Maybe promote it during the August breakfast to the team leaders. Tell them about our Facebook pages and ask them to share their photos.
View Lynne's photos on Facebook
View Kathy’s photos on Facebook
PPP: I know I had taken a photo of a little girl walking with her mom. She looked so cute with her pink ribbon bandana “dress”. I posted one of the pictures of her from the back because I didn’t have permission, but her mom found the image and tagged it. I asked her for permission to put the other photo I had of her daughter up in my album and she wrote on my wall "absolutely." She used it as her profile photo for a while.
Kathy: This is the anecdotal information I like to hear. I can take this type of info and share it with others so we can highlight more things like this next year.
PPP: Does the ACS use social networking sites to promote other fund-raising events or give “fans” general information? Do you think people are receptive to this?
Kathy: Yes. We use social networking for Relay for Life, Coaches for Cancer, and general information. I’m not sure if we use it for Daffodil Days, but I’m guessing we will next year. We have a great e-philanthropy person – she is always on Facebook and posting feeds about upcoming events and news regarding American Cancer Society.
PPP: Do you think an online fund-raising site increases donations? I personally feel there is a “friendly competition” to see who can be the biggest fund-raiser. Do you think this a good thing?
Kathy: I do think online fund-raising does increase contributions. Again, it takes the event from a regionalized event to a global event. Fundraisers are not limited by geography anymore. As far as the friendly competition... oh yes, there definitely is friendly competitions going on. Our teams seem to be watching each other and trying to “beat” the other teams. Of course, we are all on the same “team” because its really about “us” vs. cancer.
PPP: Do you have any comments from any other online users that you would be willing to share?
Kathy: I really don’t have anything to share. I think we need to do a better job with this.
PPP: Can you share any new and exciting improvements for next year’s fund-raising effort?
Kathy: Next year we plan on having mammography reminders, coaching emails (like when a Pacesetter is getting close to her goal), and auto responder videos embedded in emails. Also, the Hope Shop (an online store where you can purchase pink ribbon items) will be highlighted on the website and probably on Facebook as well.
PPP: Speaking of mammogram reminders… what did YOU think about the recent news regarding the new guidelines for mammograms for those people who are not at-risk? Did you hear from others?
Kathy: I can tell you this. I heard from a lot of survivors who are/were in their forties when they were diagnosed. A lot of them were getting calls from others when they heard the news and all were saying things like, “…we thought of you when this was announced.” The American Cancer Society is NOT changing its recommendation for mammograms. We still believe that early detection saves lives. While a mammogram might not be the best tool to detect breast cancer for women in their 40s because of dense tissue, this is the best tool we have right now.
I watched many women during Making Strides walk by the bandstand this past October who were younger than 50 who were wearing “survivor” shirts. This is why we continue to raise money for this cause. We want to find a better way of diagnosing breast cancer earlier. This is why we walk.
PPP: Thanks again Kathy for taking the time for this interview. You and everyone at the American Cancer Society do a great job - I know I personally appreciate your hard work.
Side note:
Kathy’s interests when not at work include hanging out with her grandchildren and quilling. You can find her at local craft shows with her beautiful projects and online at www.kathysquills.com
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