Perez Hilton Doez Charity

4 04 2008

I read Perez Hilton practically every day. I’m a sucker for celebrity gossip, and I am not embarrassed to admit it. And Perez Hilton is the best that I’ve found. I ♥ Perez. But recently (actually, I don’t know how recently, but I’ve noticed it recently) he’s been putting links to donations pages for charities and non-profit organizations. I love the fact that he is doing that, because Perez Hilton gets a lot of site traffic. According to Alexa.com, a website that gives information on websites including traffic, and lists the sites that gets the most traffic in certain countries, Perez Hilton is the 759th most popular website in the US (which doesn’t sound very high, but it really is when you think about how many people are on the internet during the day, and how many different sites they could be visiting). So, I’m glad that he’s posted these links to charities and invited people to donate. Someone made a comment on one post of his where he listed a charity that it was wrong of him to do that because people that go to his site don’t want to dig through the clutter for the gossip. I’ve decided to reply right here to that comment. Ok, A) the website is not hard to navigate. It’s not as if every other link or post is a link to a charity instead of some bit of salacious gossip. I’ve noticed that it is about one a day, maybe two. B) With the constant influx of information, an hour after it’s been posted, the charity link has already been moved to the second page. You’re not missing out on your daily fix. C) It’s a great thing that he’s trying to make that audience aware that there are people out there who need help, and not just the celebers who party too hard. There are real people out there struggling with chronic illness, people struggling with hunger, battling to keep a roof over their head, animals being brutalized, people in other countries being tortured and killed, a rapidly growing hole in our ozone layer, and tons of other things. So, thank you, Perez for doing that. A lot of people appreciate that you are trying to call attention to the fact that there are real problems in the world that we can actually do something about.
That being said, I have a little knowledge of that world. The world of online fundraising for non-profit organizations. And the audience that reads Perez’s website is not the audience that makes donations. It’s not that they don’t care, although research has shown that fewer of them do than older generations, but rather that they don’t have the money to donate. The younger people are, the less likely they are to donate, that’s something that makes sense even if you aren’t in the industry. The demographic of people who read Perez Hilton are under 35, web users, and generally female. Not in the “likely to donate” category. Non-profit organizations who fundraise online know that, and they don’t spend a whole lot of time trying to raise money from them. What’s important about what Perez is doing is cultivation. While his readers today are young, college age people who use any spare cash to buy groceries and pay down college loans, they won’t always be. Eventually they will be in that target audience for donors. By being exposed to these organizations now, the organizations have the opportunity to cultivate a relationship with them so that when they do decide to donate, they are donating to their organization. That is the advantage that Perez is giving these charities. Now we can only hope that it will stick.

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