Nach wilder Klickerei endlich Spenden können. Das ist der Clou der Fundraising Idee desWhitney Museums in New York, die mit einem Online-Spiel der besonderen Art neue Förderer ansprechen. Clickistan, konzipiert vom österreichischen Künstlerduo ÜBERMORGEN, schickt potentielle Spender auf eine abenteuerliches Reise. Das einzige Ziel: Soviel Klicks wie nur irgendmöglich zu erzielen. Dabei muss sich der Spender durch absurde, mitunter jedoch sehr witzige Ebenen klicken. Ist man schließlich beim letzten Level angekommen, so darf man spenden und Förderer der Kunstsammlung werden.
Nach Aussagen Brianna Lowndes, Angestellte des Museums, war das Spiel sehr erfolgreich.Es hat in erster Linie viel positive Aufmerksamkeit erzeugt und konnte so neue Interessierte und Unterstützer für das Museum gewinnen
Interview mit der Museumsfundraiserin und Community Managerin des Whitney Museums of American Art in New York über die Resonanz auf ihr Fundraising Game CLICKISTAN.
How did your community respond?
Brianna Lowndes: CLICKISTAN generated a lot of interest from the online community. We observed ongoing discussion on Facebook and Twitter and on personal blogs. The reactions were largely positive and interested. People seemed excited by this unique fundraising effort and art project.
Did the game actually increase donations or was it more appreciated as an arty, funny piece of entertainment?
B. L: Our goals for this project were twofold: to create an engaging online environment for donations and to increase awareness about the Whitney's Annual Fund. This was our first initiative that tested the waters of micro-donation fundraising, so we learned a lot of great lessons for our next project. The project did bring in a modest number of donations, which is really encouraging. And it did generate a great deal of press and interest for the Annual Fund with coverage in a range of places including the Wall Street Journal’s Speakeasy blog. We’re really pleased overall.
Did it go viral and attracted new visitors or donors?
B. L.: The vast majority of people who donated to the Whitney through CLICKISTAN were new supporters to the Museum. CLICKISTAN received thousands of unique visits on whitney.org, so we are confident that some of these online visitors were also new to the Whitney.
What was the best/ most successful fundraising campaign you ever did for the gallery?
B. L.: As I mentioned above, this is our first foray into micro-donation fundraising. Our other fundraising campaigns for the Whitney Annual Fund this year looked more traditional. We typically do fundraising mailings to core, repeat donors throughout the year. These remain the most successful types of efforts for the Annual Fund, but we hope over time to develop a strong philanthropic community online.
Kommentare