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Facebook is not friendly to its social network being exploited for commercial purposes; there is always a risk of a Facebook backlash if activity on Facebook-social is perceived as profit-seeking.  Non-profit organizations, however, usually get a free pass with regard to soliciting members and donations as their missions are not profit-making.  The latest non-profit to make a novel and creative use of Facebook is the Ugandan Wildlife Authority, which has offered gorillas as Facebook friends, and solicited $1 as a donation to help protect the highly endangered African mountain gorilla.  

The Facebook campaign is a true stroke of genius because it leverages Facebook huge 50M+ users for essentially zero cost.  The campaign has garnered good media coverage, and there is a natural affinity for man and gorilla.  Furthermore, several thousand, maybe several hundred thousand, may find having a gorilla as a Facebook friend might be kind of cool, and will make a donation.  In addition, the campaign has the potential to go viral where Facebook friends through Facebook and Twitter may promote the campaign themselves to their Facebook and Twitter friends.  This campaign may soon be taught in marketing departments of major business schools around the country.  

The ultimate success of his campaign remains to be seen, but the potential for either payoff or payback is huge.  The Wildlife Authority must be holdings its breath waiting to see if the campaign will be a success or whether they get spammed and face denial of service attacks.  

Clearly the cause is worthy.  There are just 740 mountain gorillas left on earth, and their habitat is so precarious in Uganda, Rwanda, and the Congo.  One of man’s close evolutionary relatives is endangered, and it seems very likely that Facebook participants will respond to this unique plea for assistance.