Four Days; $700,000
Social Networking Works
“If this isn’t a true definition of community,
I don’t know what is.”
-Bobbie Davis, Family Friend 
The Scenario
Nineteen year old Michael Treinen is in the fight of his life. Suffering a relapse of Acute Myeloid Leukemia, he needs a $500,000 bone marrow transplant, but his $1M lifetime insurance limit has been exhausted.
With only a few days to raise money to cover the costs, the Treinan family turned to email, asking friends and family to donate $20 within three days and forward the email to 20 friends. By day 2, several people at Brainstorm had received the plea from the nearby community; some from up to 4 different sources.
More than Enough
The message quickly spread beyond the immediate community and donations came in from across the country. By day 3 the family had raised $175,000. By 3pm day 4, $355,000. By 7pm that day, over $400,000. And by day 5, the deadline, they had raised over $700,000. Today, a week later, the count is $856,000.
The media’s coverage of the grassroots campaign resulted in a state insurance program approving an expedited high-risk insurance policy that would cover 60 percent of the transplant cost.
More than Money
Social networking delivered something else, too. At last count Michael Treinen’s Caring Bridge blog showed 169,670 visits and 3,677 people had left messages via the guestbook. What better encouragement to lift Michael’s spirits?
More than Email
Success in social networking is inspired, launched and sustained by the trusted connections between people. The Treinen’s email pleas were sent from friend to friend; had they been sent from strangers or generated by faceless scripts, the Michael Treinen story wouldn’t have happened.
Whether you make widgets or offer something more philanthropic, social networking demands transparency and an ongoing investment in others. Then, when the time calls for it, your friends—and even people you don’t know—may respond when called upon.
Anticipate More
Under the circumstances, the Treinens couldn’t have dreamed of, much less considered what to do should they exceed their expectations. It’s being placed in a trust fund to cover Michael’s future medical needs and they’ve said any overage will be donated to charity.
The lesson being, be prepared and model outcomes to scale in proportion to the potential explosive power of online social campaigns.
[ Image: Kazze ]
Tags: Higher Ed Marketing, Social Marketing, Featured, Electronic Communications, Philanthropy, Inspiration, Healthcare, Culture, Blogging, Foundation Marketing, Marketing, Financial
