SUPPORTING COMMUNITIES THROUGH SOCIAL MEDIA

By Jillian Williams | FEATURES | Sept. 1st, 2020

With the institution of social distancing policies, communities have become less united given the decrease in social interaction. Although individuals cannot support each other in person, social media is connecting people and allowing them to continue supporting their communities. Through applications such as Facebook, Instagram, and Twitter, many have been able to continue connecting to people not only personally, but with fundraisers and information about what is happening in their communities.

When people don’t interact as often with one another, they feel less of a need to reach out to others. Philosopher Peter Singer's "Drowning Child Dilemma," explored in the article "The Drowning Child and Expanding Circle," theorizes someone would be willing to sacrifice their money for another who is struggling right in front of them, like a drowning child. When it is not immediately apparent someone needs help, such as when there is a lack of interaction between individuals, others are less willing to sacrifice resources. 

Due to social distancing policies implemented to stop the spread of COVID-19, people are spending more time in isolation and are interacting less with those around them. As interaction continues to lessen, needs are becoming less apparent and donations to those in need have decreased. These changes have made it difficult for many organizations to continue their efforts effectively and safely. Social media is an ideal resource for keeping people connected during this time, allowing individuals to reach out to others and to continue to fundraise and support those organizations who are persistent in caring for our communities.

The Ronald McDonald House Charities, or RMHC, of Jacksonville provides aid for families whose children are hospitalized. During the 2019-2020 school year, Stanton College Preparatory School’s Kind Club held bake sales and participated in the “Light Up the House” campaign, which takes place during the holiday season and includes a 5K race and family day raising money and awareness for the charity. The Kind Club focuses on volunteering at and fundraising for the RMHC, allowing students to connect to other people in their community and work to make a difference in the lives of others.

“Our ability to reach out to the Ronald McDonald House will of course be compromised, but not stopped,” said sophomore Haley Nelson, a member of the Kind Club. “We can definitely use social media to spread the word, anything they need can be advertised on Instagram, and since news spreads quickly on social media, we can have even more help.”

Another organization that continues to maintain their efforts during this time is Dreams Come True of Jacksonville. Since 1984, Dreams Come True has provided service to children battling life-threatening illnesses by granting their wishes, which range from a trip to Disney World to a new puppy. Due to travel restrictions and the high-risk of infection, over 60 dreams have been postponed and more than 20 fundraising events have been canceled. 

“Even during these times, Dreams Come True focuses on bringing support to dream families through various activities, such as meals, back to school supplies, educational scholarships, and lawn celebrations and yard signs to celebrate birthdays and no more chemotherapy,” said Andrea Siracusa, the Marketing and Community Relations Director for Dreams Come True of Jacksonville. 

With the decline of community fundraising events, Dreams Come True is relying heavily on private donations. Funds from the community are vital in fulfilling wishes for the children. Despite hard times, the organization is expected to hit record-breaking wish fulfillment numbers once they are able to receive adequate funding and restrictions are lifted. 

Even in light of challenges, organizations are becoming more creative in their use of social media to promote their efforts and needs. The Jacksonville Humane Society is also experiencing hardship from these times. Due to social distancing, they have not been able to host fundraisers, take on new volunteers, open their shop, or host their community  programs. Everything has transitioned into curbside adoptions and services. Still, they are continuing to use social media to spread the word about their needs, virtual events, operational changes, and pet adoptions.

“Use your social media accounts to share news and updates, make videos, and send donations by ordering online and shipping directly to the organization, many organizations like JHS have Amazon wishlists,” said Savanna New, the Jacksonville Humane Society’s Education and Outreach Manager. “This is a great time to really get creative and think outside of the box.”

While some organizations are struggling during this time, some are experiencing a surge of support. The Make-A-Wish Foundation, similar to Dreams Come True, grants wishes to children with life-threatening illnesses. On average, they generate enough funds to grant about 250 wishes every year. Like others, they had to postpone physical fundraising events, but they continue to have the support of individuals and communities.

“I would encourage our community to look around and think how many Wish Kids may be right next door,” said Brittani Schiller, who works at the Make-A-Wish Foundation of Central and Northern Florida. “To effectively spread the word, I would encourage people to follow us on social media and check out our website for the numerous ways they can learn more and see the impact of a wish come true.” 

Fundraisers for the Make-A-Wish Foundation continue online through Facebook with weekly trivia nights and online auctions. They have been persistent in fundraising and their current Wish Hero Campaign has raised over $24,000 since the end of April and will continue through the end of August. They have also been able to continue granting wishes during this time through committed donors and volunteers.

In general, new safety guidelines have made it more difficult for nonprofits to acquire new donors, from difficulties hosting events and meeting with donors to introduce them to their organization and needs. Organizations who rely on attendance such as the Jacksonville Zoo and museums have also seen a unique set of hurdles with losses in revenue. To solve this, nonprofits are becoming more creative with virtual events, utilizing meeting platforms such as Zoom, Microsoft Teams, and Google Meet.

“Social media is a place where people can voice their opinions,” said junior Haley McCoy. “Many students are also participating in volunteer activities they can do from home, such as writing cards for health care workers or pre-packaging meals for soup kitchens.”

Even when it is not immediately obvious that there are people in need, communities must remain vigilant. Social media makes it possible for people and organizations to stay connected and uphold each other, while still following social distancing guidelines and staying safe. During the COVID-19 pandemic, charities have adapted, becoming more creative with their fundraising and awareness using social media to continue bettering our society.