Creative Concepts

Haunting ad from Association Renuir and Saatchi & Saatchi France.  This ad hits the mark the mark in a lot of ways. I think we would care more if the plight of those affected so unjustly by poverty and hunger were at our doorstep.  Caring is the right word here. And this is the way to develop powerful, hard working fundraising communications for our own organizations.  That is, feel and care deeply.  Go ahead, set yourself apart.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

I came across this post today from, The Copyblogger that is an excellent read.  Ok, it’s written for the profit-world.  However, I’d encourage you to go read it through in a “more than obvious” headspace. It’s about lettercopy as well.   Enjoy…

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So, you’re seeing too many of those “how to” and list headlines, and want to try a few different angles?

Let’s move beyond those common headline formulas you see over and over, and add some new blood to your attention-grabbing arsenal.

1. Who Else Wants [blank]?

Starting a headline with “Who Else Wants…” is a classic social proof strategy that implies an already existing consensus desire. While overused in the Internet marketing arena, it still works like gangbusters for other subject matter.

• Who Else Wants a Great Blog Template Design?
• Who Else Wants a Higher Paying Job?
• Who Else Wants More Fun and Less Stress When on Vacation?

2. The Secret of [blank]

This one is used quite a bit, but that’s because it works. Share insider knowledge and translate it into a benefit for the reader.

• The Secret of Successful Podcasting
• The Secret of Protecting Your Assets in Litigation
• The Secret of Getting Your Home Loan Approved

3. Here is a Method That is Helping [blank] to [blank]

Simply identify your target audience and the benefit you can provide them, and fill in the blanks.

• Here is a Method That is Helping Homeowners Save Hundreds on Insurance
• Here is a Method That is Helping Children Learn to Read Sooner
• Here is a Method That is Helping Bloggers Write Better Post Titles

4. Little Known Ways to [blank]

A more intriguing (and less common) way of accomplishing the same thing as “The Secret of…” headline.

• Little Known Ways to Save on Your Heating Bill
• Little Known Ways to Hack Google’s Gmail
• Little Known Ways to Lose Weight Quickly and Safely

5. Get Rid of [problem] Once and For All

A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy.

• Get Rid of Your Unproductive Work Habits Once and For All
• Get Rid of That Carpet Stain Once and For All
• Get Rid of That Lame Mullet Hairdo Once and For All

6. Here’s a Quick Way to [solve a problem]

People love quick and easy when it comes to solving a nagging problem.

• Here’s a Quick Way to Get Over a Cold
• Here’s a Quick Way to Potty Train Junior
• Here’s a Quick Way to Backup Your Hard Drive

7. Now You Can Have [something desirable] [great circumstance]

The is the classic “have your cake and eat it too” headline - and who doesn’t like that?

• Now You Can Quit Your Job and Make Even More Money
• Now You Can Meet Sexy Singles Online Without Spending a Dime
• Now You Can Own a Cool Mac and Still Run Windows

8. [Do something] like [world-class example]

Gatorade milked this one fully with the “Be Like Mike” campaign featuring Michael Jordan in the early 1990s.

• Speak Spanish Like a Diplomat
• Party Like Paris Hilton
• Blog Like an A-Lister

9. Have a [or] Build a [blank] You Can Be Proud Of

Appeal to vanity, dissatisfaction, or shame. Enough said.

• Build a Body You Can Be Proud Of
• Have a Smile You Can Be Proud Of
• Build a Blog Network You Can Be Proud Of

10. What Everybody Ought to Know About [blank]

Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something.

• What Everybody Ought to Know About ASP
• What Everybody Ought to Know About Adjustable Rate Mortgages
• What Everybody Ought to Know About Writing Great Headlines

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. 

Headline
It is estimated that one in three children born in the year 2000 will develop diabetes. While its causes are related to genetics, obesity and inactivity, its effects are most disturbing. Disbetes can lead to stroke, amputataions and even(blurry text)

Copy
Once you understand the effects of diabetes, you may want to learn the causes. www.diabetes.org

Agency: Serve Marketing.

 

 

 

 

 

 

 

 

 

 

 

 

 

Credits:
Title: Invisible
Agency: ACLC Inc., Toronto 

Here is my pick of the week from the Salvation Army Canada (sans audio)

 

Credits:
Title: Invisible
Agency: ACLC Inc., Toronto

If you don’t have photographs of your real donors (now that’s a shame), then go through several magazines to find representative photos.  Tear ‘em out and tape them to the walls of your office or cubicle. 

 

 

As an example, here’s a photo of two women that may be existing donors to your organization.  Take a look.  A very long and thoughtful look.  

One fundraising writer I know begins every first draft with, “Dear Mom.”   This type of approach gives “personalization” a whole new meaning.

Automotive salespeople are typically taught to take a few moments getting to know prospective customers before moving on to The Most Important Thing. Otherwise known as The Sales Pitch.  Get to know the family a bit, talk about occupations, the weather, and hockey.  A few minutes of customer engagement before spending the next day and a half making the sale.

You see, this notion of “engagement” is really nothing new.  Engagement is a new skin to an old, and yet very important concept.  Often the issue becomes how we define, plan and execute our donor engagement strategy. (For what it’s worth, my perspective is that Donor Engagement should never take away from direct response principles, but rather add to whatever we are already doing. It’s an enhancement, not a replacement to fundraising excellence.) 

This is where Marvin enters the stage.  Halfway through his famous song, “What’s Going On”, the lyrics emerge:

 

“Talk to me
 So you will see
 What’s going on”  

 

 

I picture our donors saying this:  “Will somebody just talk to me?  How about a quick phone call to get to know me and find out what’s important to me.  Ask me about my cause and not your cause.  You send me direct mail appeals each month that cost a buck a piece.  You send me newsletters and magazines and even call me…but that’s when when you want something from me and when you want to talk to me.  I’m your neighbor down the street. I want to talk to you for a little bit, to let you know what’s really going on with me and why I supported you in the first place.”

I know of one organization that has seen a 16 percent increase in donor retention and “renewal” rates year-over-year by simply calling each donor, saying thanks, and talking for two minutes about that is important to the donor.  Is it costly?  Yes.  Rather, it’s an investment of three or for bucks that pays off later in spades. And when the next direct mail package is sent out, that donor sees copy directly tailored to what’s important to her.

Isn’t this exciting and radical?

In my mind, this is a bit closer to real donor engagement.  Of course, it’s what major donor development/advancement professionals have known since the beginning of time.

“Oh, you know we’ve got to find a way
To bring some understanding here today”

Thanks, Marvin.