HSUS is using the LOLcats model which includes participants adding funny, witty, or otherwise hilarious captions to photos of kittens. In HSUS’ case however, the photos are of baby harp seals.

Promoted as a contest, visitors select one of the baby seal photos provided and add a caption of their choice. Once submitted, their photo and caption is uploaded to a Flickr gallery and entered into a prize drawing. First place winner will receive a gift bag and have their photo featured on humansociety.org and affiliated social networking websites. Photos will be judged by none other than Nigel Barker from America’s Next Top Model fame!

Why is this method effective?

The LOLcat internet phenomenon is extremely viral, attracting thousands upon thousands of visitors to its site. HSUS is taking advantage of that viral nature as well as the unbearable cuteness of baby seals to expose visitors to HSUS’ campaign information on Canadian seal protection and other initiatives they have undertaken.

Why not take donations while they’re at it?

HSUS very well could do that. They are, after all, attracting potentially thousands of qualified donors. But HSUS has taken the abstract approach with this campaign.

Instead of focusing it around direct donations from visitors, they have provided an extremely unique and fun experience to those new visitors while exposing them to the campaign’s “what” and “why”. They engage their visitors’ feelings through the photography, inform them through the articles, and this in turn drives far more passionate involvement with HSUS.

Congratulations and well done HSUS! For more information, visit the LOLseals section on their website.

By Dan Volkens, Interactive Designer

1. Create a Facebook Group for your cause, where you can post announcements on your Discussion Board as well as a link to your cause.
2. Use Facebook’s “Share” feature on your cause page to share a link to your cause with others in your network. Include a message for them to join and donate.
3. Organize a phone tree. Call ten of your friends directly, ask them to donate to your cause, and then ask each of them to call five of their friends to donate.
4. Offer an incentive to your top recruiter, like tickets to a basketball game or the opportunity to keynote at your next group meeting.
5. Add your top supporters as administrators of your cause. They can help post announcements and media, and others can publicly see that they are leaders.
6. Make sure you utilize “Announcements” and “Media” posts daily and change the main photo within your cause to maximize your exposure (these posts are sent to cause members’ news feeds).
7. Start debates and discussions on your “Wall” to create personal connections and to empower individuals to express what this cause means to them.

By Dan Volkens, Interactive Designer