Media

The folks over at InfluxInsights posted an alarming POV of the (RED) Campaign championed by Bono.  As you may know “(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)^RED branded products. A percentage of each (PRODUCT)^RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.”

The meat of the Influx Insights article is as follows:

“As of January 2007, RED has delivered over $11.3 million to the Global Fund and had estimated a further $10 million would be added when holiday sales were accounted for.

The US launch was helped by a PR launch that leveraged Oprah to the max and massive advertising campaigns from Gap and Motorola. This has driven consumer awareness of the brand to 20%.

RED’s goal is to expand the product offering and to expand the concept into other non-English speaking markets.

The critical challenge for RED is to stay top of mind.

It needs more PR spikes of news to sustain interest, as the Alexa traffic data below shows.

It will be tough job as we move into full election mode in the US and as there?s been a recent shift in interest away from Africa and towards the environment and global warming.

RED needs to develop two prongs to its campaign:

1. Rapidly bring new partners into the mix- Their advertising and promotion will help drive awareness

2. Clearly communicate what its efforts to date have achieved in Africa- To validate the brand’s mission and to continue to educate the consumer about the issue which the product ads aren’t doing.

They have a YouTube channel, which is smart move, but of all the films they have up, only Bono’s message for World Aids Day, has a significant view count.

Perhaps RED needs to reach out to obtain some user generated content, or ask a broad group of creatives to donate their time to create some compelling messaging for the brand.”

Somewhere in all of this there is a lesson or two for for most of us.  It’s interesting to me that, with all the power behind (RED) — and I do mean the kind of power we would love and ache to have in support of our various causes — only $20 million and change seems to have been raised so far.  Wouldn’t you die to have Oprah, Bono, American Express, Converse, Apple, Gap, Armani, and others of this caliber behind you?

And yet, only $20 million. 

Some may say that it’s only the beginning of a the brand.  True enough.  But there’s a need for more, for the next leap forward. And what next? Bobby Shriver puts forth his answer:

“The big challenge we face is sustainability. Everywhere we go, people ask what our plans are for making this venture sustainable. Every time we answer “continuing innovation in products, continuing innovative campaigns to inform people that the (RED) embrace means money for medicine in Africa and continuing innovation with new product partners and their integration into the (RED) marketing system.”  

It’s the same challenge we all face, to be fresh, innovative, new, effective, real, authentic.

We are a community in desperate need for innovation.  To try new things.  To see with a new perspective.  To risk.  One organization I work with has a directive to try at least one new big thing each month.  That’s 12 a year.  Maybe one or two will hit it big and propel the organization to a new stratosphere in funding. Do that over the period of 5 or 10 years and the rest is history. 

I think this is how we change as fundraisers, as marketers, as organizations and as people. 

Ok.  Maybe this is old news to you, but here’s a very interesting publication that claims to give 100% of their $20 subscription fee to a number of charitable organizations.  Good Magazine’s founder, Ben Goldhirsh writes:

Welcome to GOOD, media for people who give a damn

We see a growing number of people tied together not by age, career, background, or circumstance, but by a shared interest. This revolves around a passion for potential mixed with fierce pragmatism and creative engagement. We sum all this up as the sensibility of giving a damn. But to shorten it, let’s call it GOOD. We’re here to push this movement and cover its realization.

While so much of today’s media is taking up our space, dumbing us down, and impeding our productivity, GOOD exists to add value. Through a print magazine, feature and documentary films, original multimedia content and local events, GOOD is providing a platform for the ideas, people, and businesses that are driving change in the world.

 

 

Good’s goal is to have 50,000 subscribers by mid-2007 and give away $1,000,000 by mid-2007.  Charitable organization beneficiaries include UNICEF’s Unite For Children , World Wildlife Fund, Generation Engage, Millennium Promise and a few other worthy causes. 

Quite a hefty goal, but there is something about these guys that is both gutsy and admirable.  Have a look.

 

Like a character out of the “Lost” TV series, I  somehow stumbled upon this post from The Positivity Blog. As I read the post, “Do you make these 10 mistakes in a conversation”, I couldn’t help but make the transition to fundraising - especially when speaking to our donors - especially our BIG donors. Here is the article in it’s entirely:

Can you improve your conversation skills? Certainly.

It might take a while to change the conversation habits that’s been ingrained throughout your life, but it is very possible.

To not make this article longer than necessary let’s just skip right to some common mistakes many of us have made in conversations. And a couple of solutions.

Not listening
Ernest Hemingway once said:

“I like to listen. I have learned a great deal from listening carefully. Most people never listen.”

Don’t be like most people. Don’t just wait eagerly for your turn to talk. Put your own ego on hold. Learn to really listen to what people actually are saying.

When you start to really listen, you’ll pick up on loads of potential paths in the conversation. But avoid yes or no type of questions as they will not give you much information. If someone mentions that they went fishing with a couple of friends last weekend you can for instance ask:

• Where did you go fishing?
• What do you like most about fishing?
• What did you do there besides fishing?

The person will delve deeper into the subject giving you more information to work with and more paths for you choose from.

Read the rest of this entry »

Max Kalehoff has written an excellent article for OnlineSpin, a Media Post Publication and as a post in his blog. “Ten Trends in Transforming Marketing Measurements” explores what marketing via the new media will mean for data-driven, response oriented advertising (and fundraising, of course) campaigns.  Here are excerpts from the article:

1. Digital network adoption. Mass adoption of the Internet and digital networks is fundamental, if obvious. Their impact on how we share and manage information is now perhaps the most significant influence on the evolution of metrics, among all that follow.

2. Attention erosion. Our networked society has resulted in massive increases in consumer choice and, from a marketer perspective, an erosion of attention. Many economists postulate that we’re undergoing a transition away from an economy based on shelf space to one based on attention scarcity.

3. Speed of measurement. The near-real-time intelligence delivery that characterized the Bloomberg terminal is permeating nearly all facets of marketing measurements. Even if measurements are not delivered instantaneously in a slick, colorful dashboard, the expectation of faster data and actionable insights is growing. Speed is a competitive advantage.

4. Democratization of data and analytics. There was once a time when access to vast piles of market-research data and processing power was contingent upon huge budgets. While that’s still true in many cases, digital networks have made more data more accessible–even sometimes to the point of open-source or free.

5. Observational measurements. In digital networks, people often passively emit both anonymous and identifiable gestures, whether it’s visiting a Web site, programming a TiVo, commenting in a public discussion forum or a host of other activities.

6. Unstructured data. Included with the arrival of observational measurement is analysis of unstructured data. From news stories to discussion forums to blogs to multimedia-sharing sites, people increasingly publish data abundant with insights and trends.

7. Beyond demographics. Traditional demographics–like gender and age–will always be important, but observational techniques are helping marketers to understand and segment their customers in new ways.

8. Customer-centric measurements and planning. The trends above have one thing in common: customers increasingly are at the center of the universe, versus companies, brands, products or media.

9. Data integration comes of age. With more customer and data touch points come the need for more data integration and better market modeling.

10. Reevaluating relationships with whom and what we measure. Finally, as consumers become more empowered, the disciplines of measurement and research will increasingly cater to them (just as marketers are doing in general).

I recently discovered an excellent blog by Steve Borsch, “Connecting The Dots.”  Steve’s thoughtful and informative blog is dedicated to “Guidance, Insight and Ideas in a Time of Accelerating Change.”  My take is that Steve’s blog accomplishes his mission statement to perfection. 

Here’s why I’ve dedicated a post to Connecting the Dots.  Steve has written a FREE REPORT, “Rise of the Participation Culture.”  This report is “a high-level trend overview for strategists, leaders and marketers on why the Internet and a new wave of Web applications have been embraced by a tech-savvy generation and spawned a culture of participation.” 

Simply put, this report is the BEST primer I have ever read on the history of Web 2.0, Social Media and the related applications for any organization seeking to use this new media to further profit and NONPROFIT objectives. 

From the site itself, here’s a more detailed introduction to the report:

In the following pages, the three pillars which have already enabled the Rise of the Participation Culture will be examined:   1) Internet as a Platform: We will observe how core industry standards, hosted application developers and other technologies have already coming together to form ‘the perfect storm’ of enablers that Tim O’Reilly has called “the emergent Internet operating system.” This convergence has also been dubbed Web 2.0.   2) Participation Applications: We will discuss a few of the most powerful emerging applications — and trends - occurring, which have already created a myriad of compelling reasons for people to invest energy, effort, time and money into them.   3) We will present an overview of the People who use and rely on Web 2.0 in order to understand the demographic and psychographic makeup of those driving this culture of participation   4) Lastly this report will consider What’s Next as we acknowledge today’s Participation Culture trends and forecast what we might expect going forward.

Why do I think this is important?  The face of fundraising is a-changin’ and we will need to incorporate new concepts, new ideas, new strategies and new media if we are to do our best.  My career has been built on the back of a “nonprofit to donor” communications strategy.  That is, my client needs to raise funds, a strategy is then developed and the appropriate advertising/fundraising tactics (mostly traditional) are executed and measured against objectives.  The idea is generated FROM the charity TO the donor or prospective donor.  Do I think this will all go away?  Absolutely, absolutely not.  These principles are timeless, basic, foundational, measurable.

And yet we are beginning to see, with even greater clarity, how critical, important, powerful and increasingly more simple it is to have donors raise support our behalf.  Isn’t this just good ‘ol event or corporate or “friend-get-a-friend” fundraising?  Yes, it’s that and yet much more.  After all, isn’t a Porsche just another car?  ‘Nuff said.

Participation Fundraising happens 24 hours a day, 7 days a week.  Participation Fundraising uses the tools of New Media (and old) to spin the flywheel of charitable support faster, with more inertia and will less effort. Participant Fundraising doesn’t need gobs of expense budget. Tell me again, how much did Dove’s spend on the Evolution viral video?  Participant Fundraising won’t require 6-month leadtimes. All of this, and more, will allow Participant Fundraising to play a larger, more significant role in the diversified fundraising mix. 

And yet there are cautions and things we gotta figure out.  Blogger’s Blog writes:

The problem for companies hoping to make a viral video is that most of them won’t work and it is getting more and more difficult every day to find success with viral videos. Simple ideas like the Subservient Chicken won’t work as well because everyone has already seen this idea used several times by now. The These Days blog explains viral marketing can be complex.

Nobody understands how online viral marketing really works. Worse: ever since big brands discovered its power, it’s becoming harder every day to succesfully create some buzz online. It’s true that a succesful “word of mouse” campaign is always cheaper to produce than, say, a street ad campaign. And yes, it’s a perfect way to support a bigger ad campaign, or reach a different, more “webby” target group. But if a viral campaign is not handled right, it might hit you in the face, and sometimes even harm your brand. Or worse: be ignored completely, like the majority of them. All you can do is: avoid common mistakes, unleash the virus, wait and pray.

And yet we can’t give up hope and can’t stop trying to make it work because intuitively we know that word-of-mouth has always been the best and most inexpensive form of advertising.  Read the Report and then think it through a bit.

Participation Fundraising, when fully mature, just may be our answer to raising more, with less. 

Great ad from the MS Society UK:

The copy in the upper right corner might be hard to read:

“When vertigo, numbness or loss of muscle coordination can strike without warning, the last thing you feel is at home.”

Credits:
Saatchi & Saatchi London
Kate Stanners (Creative Director)
Cassandra Yap (Copywriter)
Marion Cohen (Art Director)
Illustrator: Marion Cohen/ Alex Normanton
Retouching: First Base

Just a quick note to point you to a most excellent article by Peter Deitz, “Social Networking and Group Fundraising.”  Actually, this article points to the main web post, “How to Use the Internet for Group Fundraising”.  Peter has written one of the most practical pieces I’ve read on the subject of how to approach a viral fundraising campaign.  Here’s an excerpt:

In the last four years, the number of websites that help individuals design and implement their own group fundraising campaigns has exploded. Networks of friends, family, and activists can now raise money effecitvely and collectively for any number of causes. But with all the options available, sometimes it is difficult to know which platform to choose and how best to put it to use.

This guide features:

1. 5 questions to ask yourself before starting a fundraising campaign, and
2. 3 factors to consider when choosing a group fundraising platform.

The phenomenon goes by several names: viral fundraising, team fundraising, grassroots fundraising, group fundraising, and even network-centric fundraising. In each case, the concept is the same.

An individual or group creates a page on a website and sets a fundraising goal on behalf of a non-profit organization or project. The initiator then emails friends and family requesting financial support for the cause.

On occasion, friends and family are so enthusiastic that they forward the announcement to their individual networks. Sometimes news of the project reaches the “blogosphere” or catches the attention of a journalist.

Suddenly thousands of people are responding and the fundraising goal is met in record time. Well, that’s the best case scenario. More often than not, close friends, family, and a few anonymous philanthropists come through with the cash needed to meet the fundraising goal.

Very good stuff.  Thanks Peter.

• The line between direct marketing and online marketing is blurring.
  In the “What’s in the Mailbox?” survey, meant to find how to stand apart in a crowded marketing landscape, researchers found that 21% of respondents visited a corresponding Web site within 30 days of receiving direct mail, up from 14% in 200
• (tags: direct marketing Email)
• Bono’s RED campaign drives online traffic to merchants
  Online intelligence service Hitwise reported that 66.3 percent of visits to the Join RED Web site for the week ending Oct. 14 continued on to one of the (Product) RED merchandise partner Web sites.
  (tags: charity nonprofit bono cause marketing)
• Unicef Adapts Fundraising Drive
  With no trick-or-treat coin boxes this year, local Unicef campaign has changed indeed. Is it for the good?
  (tags: UNICEF charity fundraising nonprofit)
• Who’s In Control Of Your E-mail Program?
  THEY SAY A PICTURE IS worth a thousand words. How about a thousand e-mails?
  (tags: email)

Great use of outdoor space to promote the Zoo.   

I see the light…

Credits:
BBDO West, USA
Jim Lesser (Executive Creative Director)
Brandon Sides (Art Director)
Neil Levy (Copywriter)
Leslie DiLullo (Agency Producer)
Graphics/Editing/SD: David Anderson.

Larry Rowen & Dave Warren’s excellent MediaWeek article, “Embracing the Brave New World,” offers a thoughtful view of message convergence in the new media environment.  Applications for fundraisers are vast and deep.

Read through the article. Go through it again, this time substitute the word (or concept) “fundraiser” in place of “advertiser.” 

Here’s a sliver of my take:  As fundraisers, we realize that branding and direct response fundraising must cohabitate the same space, in the same house…under the same roof.  Many charities don’t have the luxury of having separate “branding” and “direct response” budgets.  Heck, most barely have enough budget to aggressively grow year-over-year revenue.  So?  Fundraising must build the brand in an entirely new and complex (rich) media environment.  It’s the “new and complex” part that’s got my goat and has me up at night.

“Over fifty years ago, Bill Bernbach came up with the revolutionary notion of throwing an art director and copywriter in the same room and tasking them to come up with effective ads. Today’s advertising agency must now begin throwing branders and direct-response experts in the same room. Their task is still the same: to come up with effective ads. But now those ads need to work on entirely new levels and work in entirely new media.”

Be sure, donors are devouring new media and are responding on entirely new levels.  We see it in our direct mail response rates and our DRTV call-in volumes. Donors are responding via online channels at an astonishing rate.

Are you ready for this Brave New World?