I playfully asked “Why 23?” SOFII’s Ken Burnett responded with a Comment that I wanted to share, in part, more broadly:

“And why 23?  Well, we started with 21 (seemed like the key to the door or something, a nice handy number), and privilege of course decreases when shared. So we’ll probably keep it under 50, but we’d love to be able to showcase a small number of truly brilliant campaigns that by common consent are judged the best in the world.

This was our first attempt and isn’t definitive. The first 21 were not selected very scientifically (by regularity of use and popular request). Since then we’ve added only two, by recommendation. We’d love to have more great stuff coming forward but getting fundraisers to share their exhibits is like pulling teeth. [Emphasis added by The Agitator] Surprises me, of course, as I originally assumed fundraisers would want to show off their brilliance.

But no, collectively it seems we’re surprisingly shy. Or perhaps too busy. Or  people assume it’s harder to do than it is.

To any Agitator readers out there, if you have a campaign or a promotion that you think could join or even unseat any of SOFII’s current Best of the Best, do please send it in. We’ve made the process real easy – see www.sofii.org.”

So, one more time, we urge you to share your best work. There’s a lot of need out there … we all need to raise heaps of money to meet it. And SOFII is a great place to do your sharing.

Tom

The campaign actually sought to enlist volunteers to help with Diakonie’s various social service programs. [I hope I'm reasonably accurate ... my German isn't what it used to be!]

Here’s the video that presented the campaign to the IFC audience. Check out the ‘promo girls’!

And here’s the Help the Oma website.

Applause!

Now before I’m criticized for applauding creativity for its own sake (i.e., absent any grounding in the brand or in actual outcomes), let me point out that:

1. This campaign easily surpassed its goal, and delivered exceptional media exposure for the group as a bonus.

2. It’s better to approach your work with the zeal and commitment that says — I want this campaign to be a knock-out! — than to coast mindlessly through ‘same old, same old’.

When was your last knock-out campaign? Overdue?

Tom

P.S. Thanks to Jann Schultz at Operation Smile for the heads-up.

“Steve devoted his professional life to giving us (you, me and a billion other people) the most powerful device ever available to an ordinary person. Everything in our world is different because of the device you’re reading this on.

What are we going to do with it?”

From that iconic 1984 Apple Macintosh ad to this Stanford commencement speech, college drop-out Steve Jobs consistently empowered us.

We owe him big time!

Roger & Tom

Here’s an infographic from Blackbaud that tells it all with respect to the revenue benefits of multi-channel fundraising. You can view the original in larger size here.

One thing infographics force you to do is focus on the absolute essentials of  your message.

Tom

So I’m happily going to refer you to this recent post by Beth Kanter, in which Paull Young, Charity:Water’s digital director talks about the organization’s online fundraising strategy.

Paull gives us a mini case study on the organization’s annual September Birthday Campaign. Learn from it.

I’ve often commented on Charity:Water’s superb use of online video.

But today I’d like to draw your attention to their excellent use of infographics. A terrific way to communicate online. I’m hard pressed to think of a nonprofit that does this as well.

If you know of any, I’d love to share some examples from our readers.

Tom

But redemption might be possible.

As reported on MediaPost, here’s an ad from WWF that I think is pretty good. I felt its impact. As did my 17-year-old daughter. The two of us represent a pretty broad audience to connect with effectively … at least age-wise, if not psychographically.

However, despite its superb images and editing, I can still find a classic shortcoming in this ad. One that happens in 99% of nonprofit TV ads. The call-to-action and contact info flashes by in two seconds at best. Creatives never want to deflect attention from their creative genius! Even when the result is less response for the client.

What do you think?

Tom

The recommended uses …

1. Put a face on your cause … people embrace people.

2. Tear down walls … bring supporters inside your organization and its projects.

3. Say thanks … from volunteers, program staff, clients, beneficiaries of your work.

4. Share the fun … saving the world can include its lighter moments … you don’t need to preach all the time.

Good stuff.

Tom

Unfortunately, he neglected to cite any female copywriters.

I know for a fact that Tom isn’t a copy misogynist. For the nearly 40 years we’ve worked together — from the introduction of the Equal Rights Amendment in 1972, through the founding of the National Organization for Women and dozens and dozens of feminist and human rights causes — Tom has employed more female copywriters than Jerry Huntsinger has shirts.

But Tom’s posting faux pas does raise the issue of gender and copywriting. Something worth another post. So here goes.

Writing, of which copywriting is a part of the general skill set, is a wonderful craft because it’s gender-free (and also race-free). That is, until the moment some folks suddenly realize the author’s sex, and their judgment suddenly becomes biased.

Even though it’s been 135 years since George Sand, I suspect far too many people still cling to the belief that men are better copywriters than women.

Fortunately, I do think this is less prevalent in the nonprofit world than among our commercial counterparts. But make no mistake. Too often I’ve heard of fundraising executives who opt for a man to write their copy, and they don’t even know what they’re missing. Sad. Really sad.

Of course all of us should — and most of us in fact do — protest ferociously if called to task. Although I’m the last one to use ‘neuroscience’ (a favorite topic of Tom’s) as any sort of defense, the reality is that our brains are wired in ways that produce bias, even if slightly, no matter what.

Want to check your brain? Take this online Harvard Test called ‘Implicit’ made famous by Malcolm Gladwell in his book Blink. Scroll down and choose the ‘Gender-Career’ test. It will only take a few moments of your time.

So, how did you do?

But I digress. Copywriting is salespersonship in print or online, and a truly effective salesperson is someone who can relate to the audience. In short, female or male, a great copywriter is one who’s able to think like the donor.

Inherent in the publishing of lists and the mentioning of some experts instead of others is the implicit disaster of oversight.

Even with this risk in mind both Tom and I certainly acknowledge the great and consistent copywriting skills and contributions of women here in the States like Joan Throckmorton, Ginny Daly, Dorothy Kerr, Kay Lautman, Kathy Swayze, Carolyn Projansky, and Pru Bovie.

In addition, check out these resources well worth following:  Lisa Sargent and her Lisa Sargent Communications blog, Pamela Grow and her Pamela’s Grantwriting Blog with excellent commentary on copy and fundraising, Kathy Swayze’s newsletter on copy from Impact Communications, and Katya Anderson’s NonProfit Marketing Blog.

I forgive Tom. Do you?

Roger

P.S. The career of Dorothy Kerr, one great direct response practitioner and a first-rate copywriter, shows how times fortunately change; albeit slowly. In 1971 Dorothy was named ‘Man of the Year’ by the Direct Mail Association of Washington. In 1992, 21 years later, she was named ‘Woman of the Year’ by the Women’s Direct Response Group of Washington.

As my friend and comrade copywriter Ginny Daly notes: “Dorothy was the only person in our industry to win awards on both sides of the gender aisle! Word got around Washington that perhaps Dorothy was a ‘transprofessional.’”

This is a bit lighter. Just two campaigns we’ve noticed and like.

From Greenpeace, a Facebook campaign, targeting Facebook … Unfriend Coal. Read about it in this article from the Chronicle of Philanthropy. Over 80,000 comments in 24 hours … possibly the Facebook world record. 167,000 fans. Or go right to the campaign here. Nicely presented. Really smart use of the social net platform.

From Charity:Water … Water Changes Everything. Watch their latest video appeal here on YouTube, or go to Charity:Water. As usual from these folks, strong message, effectively presented.

Have a nice Easter!

Roger & Tom

Tim is the communications guy at St Mary Development Corporation (focused on housing for the disadvantaged) in Dayton, Ohio. He’s the classic one-armed paperhanger small nonprofits know well! But he’s found creative ways to leverage limited time and budget to put his organization on the online map.

Tim’s presentation (52 minutes) demolishes four key reasons smaller nonprofits might not use social media:

1. Don’t know how to use the technology.

2. Don’t know what kind of content to create.

3. Don’t have time.

4. Don’t have the money.

I particularly like Tim’s suggestions about the online tools that can leverage the limited time you might have to maintain your online presence.

Great presentation Tim. You deserve a raise!

Tom