Viral Marketing for Nonprofits: A Study of the ALS Ice Bucket Challenge and KONY 2012 Campaign

Abstract

The ALS Ice Bucket Challenge and KONY 2012 video campaigns exemplify the extensive amounts of potential that social media marketing can bring to a nonprofit organization. This study explores various elements of social media marketing in the nonprofit context, including factors that influence charitable giving, the social network effect, and the spread of viral content. The ALS Ice Bucket Challenge and KONY 2012 videos are then analyzed according to a framework of virality, mapping out the specific drivers that lead to each campaign's success. Through this analysis, nonprofits can gain a better understanding of the benefits of social media marketing and the different elements that drive a viral campaign.