MADD is holding a “virtual candlelight vigil” this holiday season that is rather unique and meaningful. The idea here is fairly simple and straightforward:
MADD will be holding an online candlelight vigil during the Holiday Season when you can light a ‘virtual candle’ and submit a tribute message to a loved one or friend impacted by drunk driving. You can even have the tribute emailed to the person or family being honored.
Reading through a number of tribute messages left me speechless and numb. Here is one example:
What does this campaign have to do with fundraising? My guess is fairly little in the immediate sense of the word (although MADD may see it as an email capture strategy.) However, this campaign creates a powerful experience for those left behind and living in the aftermath of such a tragic event. Memories need to be kindled and re-kindled and this campaign helps light the spark.
Tags: Communications, Creative Concepts, General Fundraising, MADD, Nonprofit, Web
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