Posts Tagged ‘orange’
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Orange bids to bring mobile volunteering to the UK
Since vinspired.com 2.0 was a mere glint in an eye, the digital team at v has been keen to bring the service direct to mobiles. Already, around 2% of our traffic comes from mobiles, and recent IAB research shows that 44% of 16-24 year olds have checked their social media profiles through their phones. As most volunteering still happens in the real world, rather than online, it makes sense to give young people the chance to record their volunteering while they’re doing it, to inspire others and to get recognition for what they do. I recently registered as an iPhone developer, and plans for our first app are well underway.
We’ve also explored the concept of micro-volunteering as a way to encourage people to take their first steps towards giving their time, inspired by campaigning communities such as Oxfam’s Protect the Human, which promotes actions according to time taken. vinspired’s Festive Favours Advent Calendar featured quick and easy ways to show a bit of festive spirit, and we’ve been excitedly watching the evolution of The Extraordinaries micro-volunteering network, especially during the Haiti crisis.
The future’s mobile…
So, when Orange launched a mobile volunteering community, we jumped straight in. The company caused waves in the UK when they teamed up with Rockcorps to launch incentives for volunteers, a controversial move which has successfully delivered volunteering messages to large audiences through high-profile ad campaigns.
The problem with Orange Rockcorps, of course, is that it has limited scale – you can only fit so many people into one venue, and without “owning” further volunteering programmes, or a menu of opportunities, its expensive and difficult to extend the volunteering offer. So (in addition to the obvious product placement) it makes sense for them to create a mobile app to inspire their community of customers to work together to do good. Together with T-Mobile, they say they’ll have more customers than there are people in Canada – so it’s fair to say that a little time from just a percentage of them could go a long way.
The Orange mobile volunteering site
So what’s in it for charities?
Well, Orange is promising to add the best 10 ideas for mobile volunteering to its app, and to market this to its customers. So if you’ve got a task that could be light work with many hands, submit your idea on their community.
The question for me has been: are charities geared up to crowd-source exciting projects? While Orange have the marketing power to take the idea to a large number of people, it will be the tasks themselves which define its stickiness. Thankfully, initial signs are positive, and community members are rising to the challenge of pitching ideas to the public vote. Popular ideas already on the community include donating photos for charities to use on their websites (we’re sure lots of organisations using vinspired would love that service), mapping homeless people’s locations so that charities can offer help, and identifying sites in need of Guerilla Gardening makeovers.
Orange don’t currently seem keen to use mobiles to promote real-world volunteering in their own app, but they are also promising to promote 10 “apps for good” created by charities or social entrepreneurs. So if you’ve got an app that deserves some attention, let them know – or just get involved by voting for your favourite ideas on the Orange Mobile Volunteering site.
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Spotlight: Orange Rock Corps
While almost every large corporate organisation, (especially those in the technology industry), encourage their employees to spend a few hours each month volunteering, or donate sums of money to a range of charities, it is quite surprising that only one has actually gone about associating their brand with volunteering in a huge way – namely, mobile phone operator Orange with Orange Rock Corps.
When I first heard of Orange Rock Corps, I thought it was a great initiative. Encouraging kids to volunteer and giving them tickets to gigs in return for their time? Considering the target audience, who probably spend half their waking time listening to music on their iPods anyway, it is a smart and relevant way of motivating them to engage with the community they are a part of.
One of the best parts is that all ‘payment’ is only in kind, and it is a win-win situation for all involved: the kids, who get to see their favourite artists live; the artists, who get to interact with extremely enthusiastic young fans, also earning good karma points in the bargain (plus it won’t hurt their image to be associated with an event like this); and Orange, who through association with the event, become known as a brand that genuinely puts their money where their mouth is, especially to a segment of the population that probably forms a huge proportion of their user base.
I’m surprised other brands haven’t cottoned on to this yet. If you know of any other big brands that are involved in volunteering, do let us know.
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