Here is my pick of the week from the Salvation Army Canada (sans audio)
Credits:
Title: Invisible
Agency: ACLC Inc., Toronto
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I thought I’d try my luck at posting some of my favorite television spots and PSA short features. Maybe along the way, we can both learn how and why television and film can move the masses to our cause and into our donor database.
This Greenpeace spot, “Breathe”, is as compelling as it is beautiful and I like how the visuals move with the audio. Go ahead and click away.
After watching this spot, I may not understand the details of how Greenpeace helps our environment, and the specifics how my donation will help, I do get the connection between my life and the ocean. Click hear for the YouTube Link.
Takeaway: Use the unique power of each medium to the max. In this case, it’s the perfectly choreographed dance between the audio and the visual.
If you could use only audio and visuals, what television spot would you produce for your organization?
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Facts and Figures from the Nonprofit Almanac 2007. Link to Urban Institute and downloadable highlights .pdf.
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Both cable and network have survived and grown. Now, listening to major cable research executives, they speak in a different tone these days: Not only is cable growing, but TV viewing as a whole is growing.
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It is an oft-quoted belief in philanthropic circles that the US is years ahead of Europe when it comes to charitable giving. But new research is now calling for a rethink, revealing that Europe’s corporate foundations give more than their American counter
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Philanthropic networks are on the rise. Their aim is to put smaller charities in touch with donors, but some argue they are duplicating existing infrastructure
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Media integration requires the interactive and direct marketing groups work closely together; this may mean cultural or managerial changes. What is acceptable and effective varies from medium to medium. The groups must respect each other’s expertise.
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Important changes may be on the way to better help marketers quantify online spending.
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Marketers using email do not focus enough on relevance.
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The losses have accelerated as the industry tries to adjust to the steady migration of readers and advertisers to the Internet. Papers in major metropolitan areas, where more homes are wired for broadband, fared worse than those in smaller markets.
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Excellent, very hands-one post on how to prepare Press Releases for media outlets using the new tools of social marketing.
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Is it possible to create intense marketing buzz on the cheap? With not a penny of paid media and in less than a month, “Dove Evolution,” a 75-second viral film has reaped more than 1.7 million views on YouTube. Good “idea starter” article for the nonpro
While I realize there are many nonprofit organizations using viral campaigns to raise funds, I recently came across one worth a closer look for reasons explained later. Fight Hunger: Walk the World is conducting viral video contest. The winner receives a chance to win a trip to film a WFP school feeding project in a developing world.
Nope, this is not a new story — Beth’s Blog has written about it, as has Netsquared and Citizen Brand (I’m sure I’ve omitted others.)
However, here are my takaways:
- It’s a fresh, new and innovative way to bond a donor to the organization.
- It hits the target audience (youth/young adult) right down-the-middle. When I showed this to my teenage son, he jumped at the chance to give it a try. Haven’t seen this much excitement since the PSP.
- The contest pay-off is substantial. The winner receives a filming trip and the video will be used in the upcoming Fight Hunger ad campaign.
- The web site copy sticks to the mission of the organization. “Everyone who enters is a winner because by sharing your creativity you’re joining our global movement to end child hunger by 2015.” There’s no fluff here to get the reader sidetracked.
- The contest and rules are easily understood and clearly stated.
- Readers can further spread the word about the campaign by adding one of several banner options to websites and blogs. Nice way to extend the idea beyond the contest landing page.
- And in addition to everything else…you can donate to Fight Hunger right from the contest site. If you don’t ask, you won’t get.
Has the public responded? I dunno. I searched for the keyword “fhvideo” on YouTube, Google Video, blip.tv and ourmedia.org and didn’t find anything. I’m sure I was doing something wrong.
I’d love to hear from others out there that have had success with viral video or photo campaigns. I guess I’d have to define success, but maybe I’ll let you do that.
