【COVID-19】Crowdfunding Marketing find ways to speak 'Taiwan can help'
Source：Service Industry Promotion Center
From：Service Industry Promotion Section 2
Taiwanese citizens have launched a series of online campaigns in response to isolating from World Health Organization (WHO). April 14 The New York Times published an advertisement funded by over 26,000 donors in a fundraising campaign with the aim of showing the world that Taiwan can help in the fight against the COVID-19 coronavirus pandemic.
The full-page advertisement begins with the question "WHO can help?" followed by the answer: "Taiwan." The bottom of the ad reads: "In a time of isolation, we choose solidarity. You are not alone. Taiwan is with you." It also elaborates that Taiwan knows how to fight pandemics due to its experience in the battle against the SARS epidemic of 2003.
This advertisement, initiated by a Taiwanese Youtuber Ray Du and an award-winning designer Aaron Nieh, the campaign raised NT$10.28 million (US$341,000) in less than nine hours, well over the NT$4 million it was seeking, according to fundraising platform zeczec.com.
Crowdfunding is a marketing strategy for raising money from a huge number of people who can contribute a small amount to your business or project. The global crowdfunding industry estimated fundraising volume went from almost $3B to $34B between 2012 and 2016. These numbers reveal a true social change despite only 1/3rd of all crowdfunding campaigns usually succeed.
In the past few years, crowdfunding has gained huge popularity in Taiwan. There are many Taiwanese companies in the cultural and creative industry already put effort in the crowdfunding campaigns that meet or exceeded their goals. This time, the online citizen campaigns of a full-page advertisement in the New York Times was truly success.
written by : Phoebe Hsieh