Sarah Spigelman Richter‘s article on the Food Allergy Research and Education’s October awareness campaign, the Teal Pumpkin Project, shows how social media plays a role in nonprofit fundraising and awareness marketing strategy. Spigelman Richter is a food reporter for Mashable, a leading source for news, information & resources for the Connected Generation.

Why teal pumpkins could mean a safer Halloween

teal pumpkins

By Sarah Spigelman Richter | Mashable | 10/2/15

If your kid has food allergies that make trick-or-treating impossible, Halloween is anything but happy.

Those little fun-sized candy bars often don’t list allergies or ingredients on the wrappers. It’s no fun for parents or kids who feel left out of the fun.

But this Halloween, the winds of change are in the air.

Food Allergy Research and Education, a nonprofit organization that “works on behalf of the 15 million Americans with food allergies,” created the Teal Pumpkin Project to raise food allergy awareness and make sure that all kids get included in Halloween celebrations.


Teal Pumpkins Give Halloween Back to Kids With Food Allergies

The Teal Pumpkin Project, created by the Food Allergy Research and Education is getting a lot of attention with social media posts that include the hashtag #tealpumpkinproject. The nonprofit’s posts have sparked spark curiosity, provide a platform for educating people on the org’s movement and showcase supporter-generated photos full of smiling families and teal pumpkins amid traditional festive Fall decorations. Their call-to-action clearly presents an attainable and measurable goal of signing up 100,000 participants this Halloween.

Since a significant factor of effectively storytelling is to create awareness by incorporating visuals, there’s no better way to share the progress of your campaigns than through participant-generated content. Social media channels, like Instagram, that successfully mix narrative with videos and pictures, will help you keep your mission’s supporters informed and engaged.

Plus, by using a short, searchable keyword or phrase as a relevant hashtag that is unique to your campaign or cause, your organization can tie all their conversations and shared images together for greater impact.

So, what else has the Teal Pumpkin Project done right?

In addition to defining their goal, the nonprofit also clearly expressed to supporters what their participation would mean to the cause and how easily anyone could get involved.

MobileCause’s integrated mobile-first fundraising and communication solutions allow you to effectively tell your story, set your goals and make it easy for supporters to participate in your mission and give to your cause using your donation form link or text-to-donate keyword, so you can raise awareness and more money in less time, with less resources.

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