A fundraising campaign is expected to raise £100,000 for UK charities this year by turning each social media post by the world’s richest man, Elon Musk, into a donation tool.
People vs Elon, set up shortly after Donald Trump’s inauguration as president in January, enables supporters to pledge as little as 1p for every post made by Musk on his X social media platform, formerly called Twitter.
As Musk posts approximately 2,000 times per month, the campaign has estimated that even donating 1p would generate a £20 monthly donation.
The donations subsequently go towards charities that support communities which represent that Musk publicly campaigns against, such as trans rights, refugees and antiracism.
Current charitable partners include Everyday Racism, Hope Not Hate, Rainbow Migration and Women for Refugee Women.
Writing in March’s issue of Fundraising Magazine about the rapid-response campaign, organiser Jack Steadman explained that although the campaign initially intended to recruit 100 pledges, it has now surpassed 650 supporters, and is projected to raise at least £100,000 this year.
Similar tactic used on Trump’s posts
The campaign was inspired by Defeat By Tweet, which raised millions for Black and brown organisers in the US from Trump’s social media posts.
Steadman said: “People vs Elon is aimed at anyone who feels powerless watching the world’s richest man use his immense wealth and power to amplify far-right ideologies – from calling to free far-right activist Tommy Robinson to ‘make Europe great again’.
“I think lots of people across the UK have been desperate to stand up against this type of hate. It felt like people wanted do something tangible and immediate in protest.”
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