Enthuse - Donor Pulse Summer Report is here. Get the report (on a blue button).

Facebook app uses photos to drive donating clothes to charity

Howard Lake | 13 February 2013 | News

Stockholm City Mission has developed a Facebook app that is designed to spur you into donating old, unwanted clothes to charity.

Designed in partnership with agency DDB, the "You'll never wear that again" app trawls through your old photos on Facebook – with your permission – and then highlights a few and asks whether you might like to donate them to Stockholm City Mission's second-hand stores. If you agree, then you can then share the images and donation with your Facebook friends and invite them to do the same.

You can also share the images via your blog, Twitter and Instagram with the hashtag #ynwta.


An introduction to AI for charity professionals by Ross Angus

The app plays on the social nature of Facebook by reminding you, in public if you wish, of some of your earlier fashion statements. It's not quite a guilt trip, more an attempt to tweak your embarrassment to persuade you to donate.

The charity estimates that there are 220 million unused garments in the closets of Stockholm.


Yvonne Borg, communications and fundraising manager at the Stockholm City Mission, said: "When people think about it, they often amazed by how much of their clothing they will never use again. With our Facebook app, we have found a way to make it easy for people to sort out the clothes they do not use.

"To donate clothes to our second hand stores is an easy and environmentally friendly way to help more people living in vulnerable situations".