Despite ongoing bug fixes to the iParticipate campaign website, web stats from the second full day of the Entertainment Industry Foundation’s iParticipate TV campaign still reflected a struggle to convert media attention into social action.
While millions of dollars of coordinated media promotion aimed at encouraging volunteering continued across the major TV networks on Tuesday, the effort attracted few interested volunteers. In fact, referrals to the VolunteerMatch network from the campaign’s online home iParticipate.org slipped 18% from Monday.
VolunteerMatch’s internal traffic figures for October 20th indicate that of the 36,971 visits to the VolunteerMatch network on Tuesday, 778 or 2.1%, arrived from iParticipate.org.
Traffic from iParticipate to VolunteerMatch on 10/20/09
Why haven’t you responded? Let us know.
About iParticipate
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iParticipate is a ground-breaking, multi-year campaign designed to motivate millions of Americans to volunteer regularly. As a centerpiece, beginning October 19, ABC, CBS, FOX, NBC and other broadcast networks will spotlight service on more than 90 shows through scripted programming, segments and PSAs during an unprecedented, week-long television event.
See related:
- Day One of iParticipate’s TV Campaign Produces Disappointing Results
- Social Sharing and Volunteering: How Are Volunteers Spreading Opportunities?
- Volunteering In America 2009: Volunteers and Nonprofits Collaborate to Weather the Storm
- Everyone’s Talking About Volunteering (So Where Are the Volunteers?)
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What about this possibility: People interested in volunteering might already have particular charities in mind, so rather than going to VolunteerMatch, they go directly to that organization’s website. I know this would be hard to track, but what would be interesting to see if charities in aggregate saw a spike in web traffic to their sites. This would take the long tail perspective in analysing impact rather than looking for impact as a direct injection to VolunteerMatch. The result might be a small rise across the board rather than a dramatic spike at once.