Crunchyroll's objective was to maintain a leadership position in the global anime community by provide meaningful support to our colleagues in Australia, who were dealing with the tragic wildfires earlier in 2019-20.
We at Crunchyroll decided to team up with AnimeLab / Madman Entertainment in Australia and provide financial relief to their local community, and more specifically the wildlife that had been incredibly affected by these fires.
AnimeLab had setup a GoFundMe page to donate all funds to Wildlife Victoria: a non-profit organization in Australia offering emergency response services to their community to help with sick, injured or orphaned wildlife.
From there, Crunchyroll set out to organize internal resources while calling to our community to help be our agents of change around this cause.
Our strategic approach was simple: create the most significant impact possible — both from an awareness perspective and financially -- between Crunchyroll's internal resources and the power of our community.
We allocated internal resources through our corporate social responsibility efforts and crafted an online campaign to rally anime fans across the world around disaster relief in Australia and all the animals in need.
We called to our global community, sharing information around the Australian wildfires across Crunchyroll's Facebook, Twitter, Instagram, LinkedIn and Crunchyroll News pages with the goal of empowering people to spread awareness for AnimeLab's GoFundMe efforts, as well as donating themselves if they had the means.
In our messaging, Crunchyroll pledged to match all online donations up to $50,000 USD (~$75,000 AUD).
Crunchyroll's social media posts reached over 725k engaged users, helping Crunchyroll and our online community collectively generate over $53,000 USD in donations.
In total, the intended GoFundMe goal of raising $150,000 AUD was surpassed by over 26%, reaching a final donation total of $190,000 AUD (over $130,000 USD).
It was a tremendous showing of solidarity around a cause that Crunchyroll and it's community hold dearly.