When Team PSFK was on the BART train back to San Francisco airport last week we noticed one non-profit organization using social location service foursquare in their advertising to raise funds and awareness.
Earthjustice is a non-profit environmental law firm dedicated to protecting the natural environment. Every time someone checks in to ‘Earthjustice ad’ on the platforms of the transit system, a Bay Area donor will donate $10 to the fund.
In a press release on the site, the Vice President of Communications for Earthjustice, Georgia McIntosh, says:
“We didn’t want to do just another ad. We wanted to engage people on environmental issues that are important to Californians, and do it in a way that’s fun and cutting edge. We recognize that some of the more traditional ways of attracting supporters don’t always work for a younger audience. You need to engage with them on their turf, whether it’s Foursquare, Twitter or Facebook.”
Beyond the donation, Earthjustice hope that the campaign will create buzz as the foursquare users will encourage others to find out about the law firm when they share their latest check-in with friends on the social location service and also through Twitter and Facebook.