Once Again, a Bangalore-based NGO, is using Facebook tagging to enhance its approach to fundraising. The agency accepts donations only in the form of old items, not money, and sells them at a minimal price to the underprivileged. Money is then used to the empowerment of their community, supporting a crèche for their children, providing vocational training to women and computer training to young adults. The Tagging Drive, an online donation drive featured on the Once Again Facebook page, began with a team of Facebook volunteers who revisited their friends’ old pictures and tagged ‘Once Again’ to items that could be sold, such as shoes, toys, clothes, furniture and book. When the friend received the notification of the tagged picture, curiosity prompted them to click on it. It led them to the Once Again Facebook page where they read the message, “You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.” The page also invited them to become Facebook volunteers and spread the word by tagging their friends.
The Once Again tags created curiosity and thousands were directed to the Once Again page. The campaign went viral with friends tagging friends. It gained visibility on social media, received prominent coverage in leading media publications and went on to become Bangalore’s biggest tagging drive. In a matter of a few months, thousands of pictures were tagged and several donation drives initiated. Once Again collected over ten thousand items for sale at their thrift shop, giving the underprivileged an access to goods they couldn’t afford otherwise. The monies generated from the sale of these goods increased by 462%, which is being recycled to support its activities. And it all started with a tag.
The Tagging Drive campaign was developed at Ogilvy India, Bangalore, by president Poran Malani, VP Vikram Menon, executive creative director Ajanta Barker, creative director Anoop Sathyanand, associate creative director/art director Siju RS, copywriters Bhumika Udernani and Dipika Aranha, planners Venkataraghavan Srinivasan and Manasi Trivedi, with Yousef Anani, Rishad Melethil, Junaid Rahman, Rahul Antony and Prem Madhu.
Filming was produced at Fox Films.