In Budapest soon & looking for more European gigs

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It’s looking very likely I will be in Budapest in late January 2011 to perform some training (more on that as details emerge). I would be happy to stick around Europe for a week or even two for other training gigs. If you are in Europe and are interested in booking me for a training the first or second week of February, please contact me.

While most of my training and consulting gigs still come from outside the USA, even though I live in the USA now, in the last 14 months, I’ve done more training presentations locally, in the place I’ve living, than I have ever done in more than 15 years of training — including when I lived in Austin, Texas. Currently, I’m living in the Pacific Northwest, between Salem and Portland, Oregon, and so far, since moving to this part of the world, I’ve done trainings for the Nonprofit Network Southwest Washington in Vancouver, for HandsOn/United Way of the Mid-Willamette Valley in Salem, the Oregon Commission for Voluntary Action & Service/Oregon Volunteers/AmeriCorps, Friends of Family Farmers, Qwest Pioneers Volunteer Network, the Northwest Oregon Volunteer Administrators Association (NOVAA), and the Portland Hostels.

Thank you, Oregon and Washington!

 

Empower women, empower a nation

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This week, the US State Department released the first-ever Quadrennial Diplomacy and Development Review (QDDR), which includes an unprecedented emphasis on the central role of women and girls in effective development and diplomacy. The QDDR is the first sweeping assessment and new blueprint for all of U.S. international assistance and diplomacy.

It’s fantastic to see the essential role of women so prominent in a US State Department report. Hurrah!

But it’s not enough.

When a girl in the developing world receives seven or more years of education, she marries four years later and has 2.2 fewer children
(United Nations Population Fund, State of World Population 1990). When women and girls earn income, they reinvest 90 percent of it into their families, as compared to only 30 to 40 percent for a man (Phil Borges, with foreword by Madeleine Albright, Women Empowered: Inspiring Change in the Emerging World [New York: Rizzoli, 2007], 13.). Empowering women in places in Afghanistan — giving them safe, easy access to primary and secondary education, to vocational training and to basic health services — improves the lives of everyone in the country. And, in addition, giving women a voice in defining and evaluating development goals is the ONLY way to ensure development activities meet the needs of women and children.

If you are an aid worker, you have to be committed to women’s involvement, no matter what the focus of your work is. I’m not a gender expert nor a women’s mainstreaming expert, but I have a commitment to mainstreaming the issues of women in my aid and development work. That means that, when I’m working as a reporting consultant, for instance, I’m going to kick back reports to the author’s if there’s no mention of how women were involved in whatever they are reporting about, or no explanation of why women were not involved. I’ve made many a male aid worker angry for doing that… Whether its a water and sanitation project, an infrastucture project, a weapons return program, an agricultural project, a governance project, whatever, you have to look for ways women to be involved in at least the decision-making and goal-defining.

As most of you know, I worked in Afghanistan for six months in 2007, and I’ve remained in contact with a few Afghan women in Afghanistan. They tell me that they cherish every inch of freedom they’ve enjoyed over the last eight years, and though it isn’t nearly as much as they hoped for — they still don’t have, in practice, equal rights to men (property ownership, wages, leadership roles, choice in marriage, choice in career, choice in number of children, etc.). They see on TV the freedoms and prosperity Muslim women enjoy in India, Jordan, Lebanon, Egypt, Indonesia, and other countries with large, even dominant, Muslim populations, and they see the prosperity of Muslims in those countries, and they ask, “Why not us?”

But I rarely see these women on TV news reports. I rarely hear women mentioned in news analysis on network TV, in newspapers, in political debates about Afghanistan, in US Government briefings… that’s like not mentioning black Africans or apartheid when discussing South Africa in the 1980s. If the 50% of the population being oppressed, tortured, killed, denied even basic human rights, were an ethnic group or a religious group, the outrage would be oh-so-loud and constant. But women? Suddenly oppression is a cultural thing we have to respect and not interfere with.

Some things regarding Afghanistan that have gotten my attention lately, and are worth your time to read:

I’ve blogged about this before. I guess I’m going to keep blogging about it until things change…

Incredibly sad news re: Gary Chapman, Internet pioneer

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Gary Chapman, a senior lecturer at the University of Texas’ Lyndon B. Johnson School of Public Affairs who was an expert in the field of Internet and technology policy, died Tuesday of an apparent heart attack while on a kayaking trip in Guatemala.

Gary was the director of the LBJ School’s 21st Century Project. He also was a prolific writer, authoring articles on technology and society for publications that include The New York Times and The Washington Post, and was a general editorial columnist for the Austin American-Statesman.

I am having such a hard time writing the word was about Gary. Gary was my friend. In my opinion, Gary never got his due regarding his pioneering contributions to the study of the Internet and the development of our understanding for the Internet’s potential to communicate and engage. All those hip things we say now about the benefits of online social networking and cloud computing and whatever else is in vogue to say now, Gary was saying many years ago about the potential of the Internet.

My former boss, Dr. Sarah Jane Rehnborg, broke the news to me just now, and among the many things she said was this: He was absolutely one of my favorite people here at LBJ. I so understand that sentiment. Gary was my immediate friend and colleague when I moved to Austin — he made me feel immediately welcomed. I could not count how many people I’ve referred to him in some way, and how many people and resources he has sent my way. He was a huge supporter of my work regarding online volunteering. I just reconnected with him a few months ago, and I remember thinking, Gary’s Facebook posts are always worth reading.

From what I understand, Gary was on a dream vacation. He had been taking kayaking lessons from a champion kayaker in preparation for this trip.

I am guessing that the LBJ School web site will have information on funeral arrangements and suggestions for expressions of sympathy in terms of donations. I can’t get on the web site right now.

Shocking, sad news…. many tears to shed…

 

Volunteers trying to help on their own

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The Nonprofit Quarterly picked up a story about a 240-acre nature preserve in Northeastern New Jersey asking volunteers to please stop “doing good” on their own, because unsanctioned “trail improvements” are causing serious damage to the preserve. Conservancy members have found places where certain fruit-bearing native vines “are being cut wholesale,” threatening a source of food for small animals that live in the woods. In another instance, someone had removed logs and branches from steep trail beds, which could lead to serious erosion.

To prevent further damage, the nonprofit group has sent notices and put up signs along trails telling people who want to initiate their own projects to leave things alone. “We appreciate volunteerism, and we realize a lot of people have good intentions,” said Theresa Trapp, the conservancy’s treasurer. “But we really need people to contact us before doing any work.”

Some of the people doing these “trail improvements” could be mountain bikers. One official who has seen similar problems in county’s parks said mountain bikers will create their own trails, “and if something’s in their way, they’ll move it.”

This isn’t the first time I’ve heard of people thinking they are being proactive as volunteers, without seeking approval first from an organization and, instead, actually doing some harm. For instance, there are people who, once they become an official volunteer of an organization, think they are now official representatives of the organization, and will represent themselves as such to others:

  • they may organize a volunteering event without clearing it with the organization first,
  • book themselves as speakers to community groups,
  • start replying in online discussion groups as though they represent the organization,

Even worse: some people put themselves and others at risk with their independent volunteering following a disaster; this happened following Hurricane Katrina in the Gulf Coast of the USA with a few people who charged in on their own (I wish I’d kept track of all the stories I read about this happening, particularly with people handling chainsaws – one man hurt himself while he was alone in a largely abandoned area).

It’s not enough to have a few lines in your written policies and procedures about when a volunteer should, and should not, represent themselves as volunteers, how they should propose activities, your confidentiality policies, etc.; you need to remind your volunteers and the general public of these policies: on your online discussion group for volunteers, in your online or paper newsletter, on your web site, on your social networking profiles such as Facebook, and maybe even through an interview on the local TV news or a local newspaper.

If you discover a volunteer is doing activities in the name of your organization, but outside of the approval of your organization, contact that person immediately – not via email, but with a phone call or in-person meeting. Tell the person what you have heard and ask the volunteer if what you have heard is true. Welcome that person’s own explanation/description of the circumstances. And then review together the policies of the organization and how this might, or might not, be a violation. If you need more time to investigate, by all means, do so.

If it’s someone outside your organization, again, call that person immediately. Tell the person what you have heard and ask the person if what you have heard is true. Welcome that person’s own explanation/description of the circumstances. Explain carefully why the activity is inappropriate (if it is). And consider: is there a way to make this person an official volunteer and channel his or her energies for your organization in a more appropriate way?

In either case, followup with both email and, as appropriate, a message sent via postal mail, confirming the details of your meeting and the next steps.

And on a related note: How do you know what is being said about your organization or yourself in the public spaces online — on blogs, in captions on Flickr photos, in newspaper articles, and in public online discussion groups?

My favorite tool for tracking what’s being said about an organization I’m working with, or even just me, is GoogleAlerts. This free service automatically notifies you if there is any new content online in a public space — including traditional print media that publishes their stories online — that mentions whatever phrase or phrases you want to track. It won’t tell you about email conversations, as those are private, or about postings on private online spaces (a private online discussion group, for instance, or someone’s Facebook profile that has all of its privacy settings on — so long as Facebook keeps allowing such privacy settings, which it may not always do).

You can use GoogleAlerts or similar tools to track:

  • Your name
  • Your organization’s name
  • Your executive director’s name
  • Another organization (your competition, a partner, an organization you aspire to be like, etc.)
  • A particular subject matter
  • Etc.

Start with two GoogleAlerts at first — one of just your name, and one of your organization’s name. Putting a name in quotes is best, so that you will get only exact matches (I don’t want every newspaper story that mentions Jayne and also Cravens, but specifically, Jayne Cravens, and that won’t happen unless I put my entire name in quotes, like this: “Jayne Cravens”). You will then receive an email when something is published online with your alert name, with a link to the mention. You can set the alerts to come as the mentions happen (for instance, when the blog is posted that mentions your name), in a daily summary, or in a weekly summary.

 

Be careful when you choose subjects to track; you don’t want to track something generic like dogs, because you will be overwhelmed with alerts. You would want to track something specific instead in one alert, like
dogs abandoned Nowhere County “Humane Society”

GoogleAlerts or similar tools help you respond quickly to newspaper articles, blog posts — even criticism. And you most certainly should respond online quickly, with praise, with thanks or with more or clarifying information, as the situation demands.

With all that said, do NOT try to shut down a volunteer’s blog about his or her experience with your organization. Blogging by volunteers should be encouraged, not discouraged, within the policies of the organization (not talking about confidential information, for instance, or not disparaging co-workers in public).

Needed: Online Volunteering Research

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On the Volunteers & Technology forum at TechSoup, someone asked me what I thought the top five potential research areas are regarding online volunteering.

My answer is there, but I’ll put it here as well, with some additional info.

First, I should note that no institution is doing online research regarding online volunteering, and no one person is consistently doing it, including me — I do it when I can, as I have no funding to do such (and, actually, I haven’t been seeking any). I’ve done more in the last two years, for the revision of the Virtual Volunteering Guidebook (to be released early next year), than I’ve done in the 10 years before — but I was stunned at the lack of research by other people I could reference.

Studies regarding volunteering don’t include anything about online volunteering, despite the practice being more than 30 years old. I get an email about twice a year from some graduate student wanting to do a study about online volunteering, and I’m happy to help them, but their topic is always the same, and not at all what’s needed by the field: the motivation of online volunteers. Snooze.

For practitioners — as in nonprofit and government staff that want to be successful in engaging online volunteers — I think the priority research needs regarding online volunteering are the following, but not in any order of priority — any of them would be hugely welcomed by practitioners:

    • What are the factors for success in an online volunteering completing a volunteering assignment.
  • What are the factors that keep an online volunteer supporting an organization for at least a year.

For those first two, practitioners have been talking about this, and I’ve been talking to them about it, but I haven’t been researching it in a consistent way that would meet rigorous academic standards. For those who have been involving online volunteers themselves: we know the answers, for the most part, but the only actual academic research is from back in the 1990s. There really needs to be current research, and not by me. Such research would be an affirmation that’s really needed by practitioners in mobilizing resources to involve volunteers and, as there are a few people running around claiming loudly that no screening, no orientation, no prepping of online volunteers is needed at all, that online volunteers will magically complete their assignments without organizations being so “bureaucratic”, it means a lot of volunteer managers can get push back from senior management when asking for critically-needed resources to properly screen and support online volunteers.

Other research priorities, IMO:

    • Are there management needs that are different for online volunteers representing different groups (by age, by geographic region, by profession, by education level, etc.) to complete assignments and to be inspired to continue supporting an organization over months rather than just days or weeks.
    • How much does involving online volunteers cost – a comparison of at least 20 organizations in the USA (or any one country, for that matter).
    • What differences are there in the success of involving online volunteers in non-English-speaking countries in Europe in comparison with North America?
  • What differences are there in the success of involving online volunteers in developing or transitional countries where Internet access is available to large portions of the population (India, Nigeria, South Africa, Pakistan, Poland, etc.) in comparison with North America?

Okay, that was six instead of five. Those last two are needed hugely. Online volunteering is happening in other countries, whether the NGOs there admit it or not. I’ll never forget doing a training in Germany for about a dozen folks, and once I explained what online volunteering was, it turned out four organizations there were involving online volunteers — they hadn’t realized it, however.  Spain is doing a LOT regarding online volunteering — but no one is tracking it/researching it (I’d say they are ahead of even the UK in terms of online volunteer engagement — they were as of 2001, anyway).

Now, what I didn’t say on the TechSoup forum: why aren’t academics, organizations and institutions including online volunteering in their studies regarding volunteering? Why do they continue to ignore a practice that’s more than 30 years old, and has been talked about widely — in newspapers, at conferences, in online discussion groups — since the late 1990s? Here is why I think that’s the case:

    • Intellectual laziness on the part of of the organizations — and, in some cases, on the part of individual researchers.
    • These organizations and institutions, and many academics, are simply not in touch with what is happening on the front lines of volunteer engagement. They don’t participate in online discussion groups about nonprofits, with practitioners, for instance. Their silence is deafening.
    • They do not listen to others outside their immediate circle — and they let funders, even from the corporate world, define their research topics. Try writing, say, the Corporation for National Service or the Pew Research Center about online volunteering and the need for research or the need for it to be consistently included in volunteerism research, and see if they respond. Yes, I’ve tried, more than once. No, they never wrote back. I gave up.

Your thoughts?

Special Issue on the Voluntary Work of Students in Higher Education

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The Journal of Academic Ethics invites papers for a special issue on the general topic of the voluntary work and volunteerism of students at university. Papers are welcome which consider the values, ethics, motivations, challenges, effectiveness, etc, of voluntary work or related topics. Articles that consider voluntary work as a method to ameliorate social and educational exclusion are particularly encouraged as is original empirical research, both quantitative and qualitative. Papers that explore the ‘volunteering journeys’ of students and contributions that consider the international nature of voluntary work are also most welcome.

Deadline: January 31st 2011

See Call for Papers (Voluntary Work and Volunteerism at University)

Also see:

V for Volunteer(ing)—The Journeys of Undergraduate Volunteers

The Rise of Voluntary Work in Higher Education and Corporate Social Responsibility in Business: Perspectives of Students and Graduate Employees

What triggers humanitarian action?

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What constitutes humanitarian action, or triggers a humanitarian response? The obvious answers: a devastating natural event, like a flood or earthquake, or a devastating war, civil or otherwise, or a widespread illness outbreak, like HIV/AIDs.

But a staff member at ALNAP asks in a recent blog: what about urban violence? What about an ongoing cycle of violence that leaves local people and communities just as devastated and insecure as any of the aforementioned conditions that usually trigger a humanitarian response? What about, for instance, the unfolding violence in Rio de Janeiro, as government forces confront the drug gangs that have for years terrorized individuals and communities and wreaked havoc every bit as devastating as a series of tornados? (I realize a lot of people in the USA may not be aware of what’s happening in Rio right now, as its the violence in Mexico that dominates what little international news we get).

The author points out that, in such violent situations, large-scale involvement of international agencies would probably NOT be welcomed by local governments. But are there approaches from the humanitarian world that the local government and donors might undertake? He asks further:

How can humanitarian agencies engage with these issues, and maintain the flexibility to respond to needs in ways that are both principled and pragmatic, wherever they may arise? And how will programming need to change to ensure agencies provide timely and relevant assistance which delivers durable humanitarian outcomes in challenging urban contexts?

It’s a fascinating blog! If you are an aid or development worker, or a government person who might face such a situation, its worth your time to read.

(ALNAP is the Active Learning Network for Accountability and Performance in Humanitarian Action).

 

Another anti-volunteer union

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Unionized school employees in Petaluma, California, some of whom have been laid off due to budget cuts, do not like it that parent volunteers are now doing the work they were once paid to do. But even more: the union does not believe volunteers should be involved in the schools at all. Loretta Kruusmagi, president of the 350-member employees’ union bargaining unit at Petaluma Junior High School in California, said of the parents. “Our stand is you can’t have volunteers, they can’t do our work.”

On the one hand, I completely agree that the primary reason to involve volunteers should never be to save money:

But, ofcourse, on the other hand, volunteer involvement is essential for all sorts of other reasons, and I question the credibility of nonprofit organizations and government agencies focused on services to the public, like schools and state parks, that do not involve volunteers in a variety of ways, including in decision-making roles.

I believe passionately that certain positions — even the majority of positions in entire programs at some organizations — should be reserved for volunteers. The majority of programming by the Girl Scouts of the USA is delivered by volunteers. The majority of programming by the American Red Cross is delivered by volunteers. Going all-volunteer can be the right thing to do for all sorts of reasons that have nothing to do with money saved: It’s been true for the Pine Creek Information Center, it’s been true for the Aid Workers Network, and it’s true of lots of other organizations.

Why involve volunteers? What are the appropriate reasons?

    • Volunteer involvement allows members of the community to come into your agency, as volunteers (and, therefore, with no financial stake in the agency), to see for themselves the work your organization does.
    • Community engagement is community ownership. Volunteer involvement demostrates that the community is invested in the organization and its goals.
    • Involving volunteers — representatives of the community — helps educate the community about what the organization does.
    • Certain positions may be best done by volunteers. Volunteers can do anything. They can be counselors, advisers, theater ushers, short-term consultants, board members, projects leaders, project assistants, event coordinators, event staff, first responders, coaches, program leaders, classroom assistants, and on-and-on. Always be able to say why your agency wants volunteers, specifically, in those positions rather than paid staff (and never say it’s to save money!).
    • Involving volunteers creates support for your organization in other ways. How many volunteers are also financial donors? Have volunteers spoken at local government meetings or written letters to the editor of your local newspaper on your organization’s behalf? Are there any influential community members (elected officials?) who are former volunteers with your organization? What have volunteers done to educate friends and family about your organization and its mission?
    • Involving volunteers can be a reflection of your organization’s mission. If you are a nonprofit theater, for instance, you probably involve unpaid ushers. What have ushers experienced that is a reflection of your mission (which may be to present theater productions of that are of cultural significance for your community, or to ensure that community members of all ages and backgrounds are introduced to and educated about the place of theater in our society, etc.). If you involve volunteers as interns, how could you tie this involvement to the mission of your organization?
    • Involving volunteers can help your organization reach particular demographic groups — people of a particular age, in a particular neighborhood, of a particular economic level, etc., especially groups who might not be involved with your organization otherwise.
    • Involving volunteers can create partnerships with other organizations (nonprofits, government, business). Involving volunteers from a corporation might spur that corporation to give your agency a grant. Involving volunteers from a government office could lead to a program partnership.
    • Volunteer involvement can garner good PR (in media reports, government reports, blogs, etc.) regarding your community involvement.

There is no question that parents have the right to help out in public schools! Union president Loretta Kruusmagi is wrong, wrong, wrong to say otherwise. Just as the union of professional firefighters in the USA is wrong to “not condone” volunteer firefighters. Volunteers can, in fact, be the loudest non-Union voice in support of unions and other professionals. Since volunteers have no financial interest in the organization where they donate their service, their voice of support for professionals and their services, and their voice against budget cuts, can get the attention of the community, funders and the press.

For schools, nonprofits and others thinking volunteers are a great cost-cutting idea, see Frazzled Moms Push Back Against Volunteering.

To learn more on how to talk about the true value of volunteers, I highly recommend Susan Ellis’ outstanding book From the Top Down. The third edition has just been released.

Aid workers in fiction – new ABC show in January

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There’s nonfiction books and documentaries about humanitarian workers, but not many dramatizations. I suspect the lack of novels, movie dramas and TV show dramatizations about aid workers, both paid and volunteer, is not because audiences wouldn’t enjoy reading or seeing such; rather, it’s probably because of the difficultly of writing a story that isn’t stereotypical, formulaic, or patronizing: person from North America, Europe or Australia goes to a poor part of the world and helps poor people and experiences wacky cultural differences while learning from local people and growing personally as well. Roll credits. There’s also the big fear of insulting people in developing countries, showing them as needy, ignorant, ineffectual, childlike, etc. while the aid worker is always benevolent and knowledgeable.

Not that such fictionalizations aren’t tried, sometimes with success:

    • I think Northern Exposure did probably the best job of any work of fiction of showing an outsider coming into a ‘foreign” place to help: Dr. Fleischman wasn’t an international aid worker, but going from New York City to rural Alaska comes about as close as you can get, and the local people, including the indigenous people, were presented in a very respectful light, each character allowed to be quite individual, interesting and, yet, less-than-perfect (human!).
    • The Constant Gardener does a decent job showing just how powerless aid workers are amid the chaos of extreme poverty and the influence of much better funded entities and armed groups. I thought the episodes of ER in Season 9 and 10 when a few characters worked in the Congo did a similarly good job of showing such.
    • I adored the VISTA volunteer in the novel in The Milagro Beanfield War, for being so utterly naive and unprepared and finding his situation completely surreal – I’ve so been that person at various times over the years (and, for the record, VISTAs are much better prepared for their placements these days!).
    • The Poisonwood Bible does a fantastic job of showing the very bad (and a bit of the good) by missionaries who are in a poor country to preach and do a little development work as well. While most aid workers are not missionaries, there’s some excellent do NOT do this moments in the book humanitarian workers can learn from.
    • The story arc from the TV show ER, starting with “Kisangani,” which originally aired 15 May 2003, through “Makemba,” which originally aired 11 Dec. 2003 , where two of the show’s doctors are working at a clinic in the Congo, is an excellent representation of what humanitarian work in a conflict zone can look like.

I write all this in anticipation of Off the Map, which will premier in January on USA-based television network ABC and will probably get shown in other countries as well eventually. The series takes place in “la Ciudad de las Estrellas,” a village in the South American jungle. “Six doctors, all of whom are running away from some sort of emotional issues and personal demons back home, arrive at the clinic and soon realize their new path is much different than anything they’ve ever dealt with as they battle the elements in this challenging and dangerous environment.” Sounds like there’s great potential for it to be stereotypical, formulaic and/or patronizing. But I’ll give it a try. I already see a big story problem: a poor village wouldn’t get SIX doctors. They’d get ONE doctor, if they were lucky, and that doctor would be the only one in a 500 mile radius.

If any executives are looking for stories to adapt to fiction, look no further than Peace Corps Worldwide, “where returned volunteers share their expertise and experiences.”

Slackervism on Facebook again

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Back in January of this year, those of you on FaceBook probably saw lots of female friends, family and colleagues posting a colour/color in their status updates  — just one word, or a group of words, like “pink” or “blue” or “nude” or “white with black trim.” It was the color of the bra the posting person was wearing. Some people claimed it was an effort to raise awareness about breast cancer.

However, there is no data whatsoever saying that this what-color-is-your-bra campaign increased the number of women getting medical checkups regarding their breast health, doing self-examinations regularly, etc. There’s no data whatsoever that says someone knows about breast cancer now and how it impacts women that didn’t already know that before the campaign. Yes, Susan G. Komen for the Cure said they got some donations they think may have because some people followed up their bra color status with a link to its web site. But others reported no donations at all.

Lately, people are changing their Facebook profile photos to a cartoon character. They say this is to raise awareness about child abuse. Yet, there is no information offered on child abuse, no information offered on how to prevent such, etc. And there’s no data whatsoever that says someone knows about child abuse now that didn’t already know that before this “campaign.” No one is discussing child abuse; they are discussing cartoon characters.

I think it is yet another example of slackervism, where people clicked something online, or did something equally simple online, and walked away thinking, “Wow, I really made a difference”, but they didn’t. My fear is that these people then do not do what’s really needed — like volunteer or make a donation to an organization like Parents Anonymous, or Prevent Child Abuse America or know how to report suspected child abuse — because they think what they’ve done on Facebook has real impact, that that’s enough to make a difference.

And it’s interesting to note that when I challenged friends and colleagues about this — when they would post the cartoon photo and say, “This is to raise awareness about child abuse”, and I would post a comment asking “how”, people because very defensive, claiming that I didn’t care about child abuse or was “spoiling the fun.” Yes, it’s a lot of fun to change your profile to something silly — I do it often on my personal FaceBook page. But creating this false sense of activism is dangerous. Here’s what so many people are thinking as a result of campaigns like this: Why make time to volunteer or why reserve any money to help others when just clicking helps someone somehow? I can change the world just by clicking something or changing my Facebook status, right? Have a look at the Community Service section of YahooAnswers or similar online fora to see how often people ask for ideas for “just click and help” web sites, because they “love helping without having to really do anything” (do a search on FreeRice if you doubt me).

I made recommendations regarding the bra color-to-raise-cancer-awareness last year, detailing what would have taken this from slackervism to real activism. So, what would have made this cartoon-charater-as-a-profile-pic a true social marketing/health marketing campaign, with real impact (changed behavior, new awareness, etc.) regarding child abuse?

    • Encouraging people to not only change their profile picture, and not just saying it’s to prevent child abuse, but also, to link to a web site for more information about child abuse, including specific aspects of such: child neglect, shaken baby syndrome, child sexual abuse, etc., and information on what to do if you suspect child abuse.
    • Having a banner on the home page of your child abuse-prevention or information site saying, “Did you change your FaceBook status photo to a cartoon character?”, which links to a page focused on educating people about child abuse and encouraging people to participate in the campaign.
  • Having a FaceBook fan page specifically associated with this campaign, and using it to not only educate about child abuse, but also, to survey fans about the impact of the campaign regarding their actions (did they have a discussion this week with friends about child abuse, or just cartoon characters?)

Online volunteering / virtual volunteering is not slackervism. Here’s more on what ROI for online action really looks like. Also see the Women of Uganda Network (WOUGNET) status updates on Facebook from Nov. 25 – Dec. 2, 2010, for an example of an EFFECTIVE online awareness campaign using Facebook regarding preventing and responding to abuse of women.