Over the holidays, a couple of online appeals really called out to me. They were creative. They each displayed a bit of personality. They stood out from the rest. And as I’m sure you experienced yourself, there was plenty of fundraising clutter that arrived in our mailboxes over the holidays. So standing out was no easy matter.
I’ve already posted on this one from the Canadian Parks and Wilderness Society.
My second pick was produced by Planned Parenthood, cleverly set to the Motown classic … Reach Out. You just want to help these appealing people help other people. [Might not be viewable in all countries ... probably a copyright issue.]
[Parenthetically, I note that Planned Parenthood, along with Habitat for Humanity and Feeding America, were picked from over 4,000 nominees by members of MoveOn, the online activist powerhouse, as their favorite three nonprofits deserving of year-end contributions. Itself an admirable year-end fundraising gesture by MoveOn.]
But my top pick was produced by the American Red Cross. Who said a venerable institution can’t be cheeky?! Here’s a write-up on the campaign from ClickZ (warning, some potentially offensive language included).
And how about an ‘Honorable Mention’ for the Salvation Army’s Online Red Kettle campaign, as reported by the LA Times. What a logical, natural complement to all those dedicated 25,000 on-the-street human bell ringers.
As for my least favorite … well really, it’s an overworked, over-saturated genre. I’m sure you’ll recognize it. Most likely, you’ve used it. The appeals come in a sequence like this …
- Just 30 days for your year-end gift to be matched $ for $
- Only three weeks left for your year-end gift to be matched $ for $
- Reminder … only two weeks left for your year-end gift to be matched $ for $
- Time’s running out … only ten days for your year-end gift to be matched $ for $
- This is the last week for your year-end gift to be matched $ for $
- Then, virtually a day-by-day countdown … 6 days, 5 days, 4 days etc.
- Finally, in one series I received, the coup de grace … only 10 hours for your year-end gift to be matched $ for $.
Remind me … what was that cause I’m so passionate about that I need ten reminders and a bribe?!
Now, I’m well aware that matching gift appeals, when judiciously employed (and verifiably genuine), perform strongly. But some of this online barrage borders on the ridiculous. For the last handful of gifts, how many donors are totally ticked off, or even unsubscribe?
Just watch online fundraisers kill this tactic.
Only thirty seconds left …
Tom
P.S. In case you missed out … our matching donor has decided to extend their offer till January 31st!
This article was posted in: charities, communications, creativity, Don't Miss these Posts, email marketing, fundraising, nonprofits, online fundraising, online video, Pushing the Creative Envelope.
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Great post, Tom. The Red Cross campaign is actually very clever. It strikes just the right balance between seriousness and humor. And I couldn’t agree more with your comments on the multiple reminders approach. The strategy always reminds me of the going-out-of-business commercials for companies that never seem to, well, go out of business.
Kind of silly to post the Planned Parenthood example when it can’t be viewed in the US, given that the Agitator is US-based along with most of your subscribers.
Very well put! The Red Cross site is a great example of an organization taking the time to get creative with how they connect with their supporters.
Your description of the matching gift campaign is marvelously entertaining and also all-too-true to life. That said, it’s always interesting to measure the results achieved against unsubcribes and any other hard data we can get our hands on.
As you point out, online matching gift campaigns can indeed perform *very* strongly, and it’s hard to beat the sense of urgency they create. I learned very long ago (as I know you did too) that what I find distasteful and sometimes even offensive is, to my dismay, what really works. The fallout I anticipate on donor relationships doesn’t materialize because the typical donor isn’t, well, all that much like me.
Tom,. I look forward to another year of your terrific posts!