In the midst of a very exciting project looking at how global development organizations are using mobile technology for fundraising and outreach, I recently spoke with Heifer International’s Rich Cason, Director of Internet Marketing, who provided a wealth of information regarding his organization’s mobile strategy—including a unique connection to Pinterest.
For those of you unfamiliar with Heifer, it’s an international development organization based in Little Rock, Arkansas, that provides livestock and training to disadvantaged families throughout the world in an effort to end poverty and hunger. Heifer is most well-known for its fundamental approach, “Passing on the Gift,” in which supporters choose from a selection of livestock they would like to purchase and donate to people in need.
Pinterest is a virtual pinboard that allows users to share pictures found across the web. Interestingly, when we asked Rich about his organization’s efforts for engagement and outreach, he mentioned how it’s helped increase the number of visitors to the Heifer website. Heifer’s primary focus of providing livestock and training to needy families lends itself well to Pinterest’s audience.
“Heifer has some incredible digital assets that depict the work that’s going on,” Rich said, and the setting makes for strong visual imagery.
He said Pinterest is really becoming a lead generator into e-commerce. Six months from now the hype could subside, but it challenges Heifer to think about its mobile strategy and position.
“It’s a site we’re interested in because there’s an opportunity for a lot of growth,” he said.