KLM - Flightfunding

KLM - Flightfunding

In a first of its kind initiative, KLM has converted its strong social media presence to help those in need travel with a unique ‘Flightfunding’ initiative.

KLM receives requests weekly from people who would like to travel but can’t afford the ticket. Each one of these requests comes with a heart wrenching story,

explains Karlijn Vogel-Meijer, Manager Social Media KLM.

Inspired by the principles of crowdfunding, KLM decided to promote worthy causes on its social media channels to help persons in emergency or weak financial situations cover the price of a ticket.

The first person KLM featured in the Flightfunding initiative was Juanita who - because of personal hardships - hadn’t seen her family in Canada since 2009 and had been unable to hold her grandson, who has already turned 5 years old.

Juanita’s loved ones approached KLM for help, and the airline agreed to let them share Juanita’s dream—to celebrate Thanksgiving in Canada with her family— with its millions of Social Media friends. The airline set a challenge before its Social Media community to make Juanita’s dream come true by raising the money to fund her ticket to Canada within 24 hours.

With 220 donations, KLM’s fanbase raised the necessary 1200 euros in only 7 hours and 14 minutes. On the airline’s Flightfunding microsite , people could also send messages of encouragement and support to Juanita. KLM documented Juanita’s Flightfunding initiative on the site including videos of her story.