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Icebucket challenge - ein Jahr danach

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Ein Rückblick auf das #ALS #icebucketchallenge im Rahmen des Mitteldeutschen Fundraisingtages durch Jörg Eisfeld-Reschke (ikosom, Institut für Kommunikation in sozialen Medien).

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Icebucket challenge - ein Jahr danach

  1. 1. Ice-Bucket-Challenge: Ein Jahr danach 12. Mitteldeutscher Fundraisingtag Jörg Eisfeld-Reschke
  2. 2. Eimer
  3. 3. Eimer + Eiswasser
  4. 4. Eimer + Eiswasser + Spende
  5. 5. Eimer + Eiswasser + Spende Wer nominiert wurde hat 24 Stunden Zeit um die Herausforderung wahrzunehmen. Entweder einen Eimer Eiswasser über den Kopf schütten oder 100$ für die ALSA spenden. Oder beides. Dann darf selbst nominiert werden.
  6. 6. Amyotrophe Lateralsklerose
  7. 7. Mit welchem Ergebnis?
  8. 8. Mit welchem Ergebnis? ● Über 2,9 Millionen Videos auf Youtube hochgeladen. ● Über 28 Millionen Konversationen mit dem Hashtag auf Facebook. ● Mehr als 3 Millionen neue Spender. ● Spendeneinnahmen in Höhe von 220 Millionen für die ALSA.
  9. 9. Über 220 Millionen $ in 2014 2014* 2013* 2012* 2011* *DasBuchungsjahrderALSAendetimJanuardesjeweiligenFolgejahres. 20,0 Mio $ 20,2 Mio $ 29,1 Mio $ 220 Mio $
  10. 10. Der 6.-häufigste Suchbegriff
  11. 11. Ein weltweites Phänomen Quelle:Good(Oct2014)IceBucketChallengeDataVisualization, http://youtu.be/qTEchen97rQ
  12. 12. Be prepared to be lucky! +35.000 Spender +1,2 Millionen Euro
  13. 13. Warum hat es funktioniert?! ● Ein kurzes Zeitfenster zur Reaktion ● Alles Notwendige zu Mitmachen hat jedermann zuhause ● Sommerzeit ist flexible Urlaubszeit ● Kaltes Wasser im Hochsommer ● Soziale Interaktion im Vordergrund
  14. 14. Aber... ● 70% waren männlich* ● 25% erwähnten die ALS nicht* ● Nur 20% erwähnten eine Spende* ● Verschwendung von Trinkwasser ● Gescheiterte Umsetzungen *Stichprobevon2500Videos,AuswertungdurchRJMetricsimSeptember2014
  15. 15. Was können wir lernen?! 1.Selbstdarstellung einfach machen. 2.Das Nominierungs-Prinzip. 3.Einflussreiche Multiplikatoren nutzen. 4.Instrumente und Hilfe bereitstellen. 5.Bedanken und Beziehung stärken.
  16. 16. Ice-Bucket-Challenge: Ein Jahr danach Kontakt: Jörg Eisfeld-Reschke eisfeld-reschke@ikosom.de @joergeisfeld

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