HUGE is a full-service interactive agency that specializes in building digitally-driven businesses. They rallied their own company’s community to raise over $12,000 for Japan. Read their story and fundraising tips.
Tell us a little bit about who you are.
My name is Claudia Chow, I am a Creative Director at HUGE.
Why did you decide to fundraise for SXSWcares/SXSW4Japan?
While it was great to be at SXSW, our thoughts were with the people of Japan. At HUGE we have many employees with friends and family from/in Japan. Following their Facebook and Twitter feeds, we got a sense of the magnitude of the disaster and the urgency of responding immediately.
It was tough figuring out ways to help in the aftermath of the earthquake. SXSWcares/SXSWJapan provided an easy way to raise funds for Japan through a legitimate NGO. The scale of the Red Cross’ operations allows for the immediate deployment of aid and access to the region; those were very important factors for us.
What methods did you use to get people to come to your page?
Everyone was looking for ways to help – they just needed an outlet. Once the campaign page was set up, we spread the word over the course of the week. First a link was sent to HUGE folks at SXSW through our Facebook group page and Twitter. Next, instant messages were sent to high profile individuals who may not have had the time to check e-mail/social sites. It was important to receive donations from those influencers in order to get the campaign rolling.
Phase two involved spreading the word through the rest of the company. First a group e-mail was sent to the visual designers, then to the entire company. This was done to avoid “donation fatigue.”
Once we returned home to NYC, we held another fundraising event called “HUGE & BK Love Japan.” In addition to those efforts, HUGE matched the donations from both campaigns. In total we raised $12,000 for the Red Cross’ disaster relief efforts in Japan.
What has been the most difficult part of fundraising?
Spreading the word without overwhelming the potential donors. It’s tempting to continue sending e-mails for donation, but it’s important to give people space or they will start ignoring your message.
Any tips you’d like to share with other fundraisers?
It’s important to do the upfront research and fundraise for good partner organizations. In the aftermath of the quake and tsunami, there was some confusion as to who to give to, so it was important to do your homework. It’s also important not to neglect the quality of the event/s itself. While it might seem that people will attend or donate simply because of the cause itself, giving people a compelling reason to support the cause is still critical.
