Connecting With Your Audience Using Social Networking

J.C. Bouvier of the International Fund for Animal Welfare and Kevin Reid of Issue Dynamics presented this case study. In his previous career, J.C. started Avid’s podcast series.

He took the job with IFAW, a more pragmatic organization than PETA, to  promote the Stop the Seal Hunt campaign, aimed at getting the Canadian government to take action.


  • Recruit thousands of new users into IFAW’s existing
  • Generate 10,000s of new messages to the government of Canada
  • Increase fundraising
  • Provide a range of engaging, meaningful activities for new and old users

Campaign Components

Goal was to get 300,000 actions taken.

Evoca is a way to upload and share audio…like YouTube for audio.


  • Community Members: 98,000+
  • Subscriber List: 5 percent increase
  • Actions taken: 346 percent increase
  • Donations: 56 percent up over previous year
  • MySpace: Doubled number of Friends
  • YouTube: Over 60,000 views

IFAW also has the Stop Whaling campaign, with similar elements.

Author: Lee Aase

Husband of one, father of six, grandfather of 15. Chancellor Emeritus, SMUG. Emeritus staff of Mayo Clinic. Founder of HELPcare and Administrator for HELPcare Clinic.

0 thoughts on “Connecting With Your Audience Using Social Networking”

  1. Thanks for talking about Evoca! We now also have a commercial media API – Evoca Media Services, that makes it easy for any organization to integrate Evoca’s audio recording creation, distribution, and monetization features into their web properties and marketing campaigns. Here are a couple more informational links: and Our online contact form is here: and we love to give demos. IWAF used Evoca Express, our “prosumer” platform. It’s also a handy way to invite comments from your supporters, donors, and website visitors, and you can record using a phone, our in-browser recorder, and Skype – right inside the Skype client (we’re the exclusive Skype web services partner!). Anyone can get a FREE member account to get started:

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