ALEXANDRIA, VA: Charitable organization Good360 is leveraging earned, social, and online media to raise donations to help fight the Ebola outbreak in West Africa, which has claimed more than 3,000 lives.
Since September 19, when Good360 urged business leaders to provide items for nonprofits and aid workers on the ground in West Africa, the organization has seen a 204.9% increase in Twitter impressions, said Amanda Ponzar, marketing and communications VP at Good360. Daily traffic to Good360.org has spiked to more than double its weekly average, she added.
Instead of sending a traditional press release, the organization targeted media contacts with a statement from Good360 board chair Carly Fiorina, who asked businesses to donate to the cause, Ponzar explained. Fiorina has appeared on Bloomberg TV and Fox Business, and outlets including The Wall Street Journal, The New York Times, and Forbes have reached out for interviews.
Good360 is in direct contact with aid workers and charities working in West Africa, who have told the organization what they need, including items such as diapers, computers, rubber gloves, disinfectant, and body bags. The organization has provided a list online of needed supplies in Ebola-afflicted countries.
Good360 regularly helps with disaster relief. The organization’s model collects donations from the private sector, which makes it better able to meet victims’ specific needs, Fiorina explained. She pointed to other natural disasters in which people sometimes send items to the afflicted area that are not necessarily needed.
"The trick here is to know very specifically what people need and then get it to them," she said.
The nonprofit’s partners include Home Depot, UPS, toy company Hasbro, and Quest Diagnostics, but it hopes to see response from businesses grow, Fiorina said.
As of September 23, there have been 6,574 cases of Ebola and 3,091 known deaths, according to the Centers for Disease Control.
PR consultant Blair FitzGibbon, formerly of FitzGibbon Media, is providing communications services on a pro bono basis to Good360 during its efforts to fight Ebola, he said.