Using social media for conservation fundraising in Kenya: the case of WildlifeDirect
In 2004, internationally renowned paleontologist and conservationist Dr. Richard Leakey and others founded WildlifeDirect. The term “WildlifeDirect” refers to the non-profit organization registered in Kenya and the USA, and to the website (www.wildlifedirect.org), a collection of blogs that enables anybody, anywhere to participate in conservation through online donations. Blogs -an abridgment of the term ‘web log’- are sites, usually maintained by an individual, with regular entries of commentary, descriptions of events, and/or other material such as graphics or video. Some provide commentary or news on a particular subject; others function as personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs (WildlifeDirect Blogger Manual).