Bryan Miller blogging at Giving in a digital world says this:
“Crowdfunding websites that let you contribute to specific projects are nothing new, but anewwarrior.greenpeace.org launched by Greenpeace to generate funds for their new Rainbow Warrior has lifted the bar to a new level in terms of on-site experience.”
And he is spot on. This site is brilliant. You can browse through the interactive 3D model and find thousands of items of equipment or fittings that you can pay for (i.e., sponsor) for due recognition — from a GPS system (at 4000 euros) to portholes, blankets, and curtain rods. Talk about creating a sense of ‘hands-on’ participation!
Being a fan of fundraising videos, of course I didn’t skip the intro video, which is powerful, ending with: “The Earth needs a new Warrior. It needs You.”
Take a look.
Tom
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I don’t agree. There is too much going on. I have failed to find how much they want to raise, and why does it take so long before we are invited to ‘skip the intro’?
Exciting work.
I think it would be strengthened by including a tribute option. It would make sense, particularly with the heavy promotion of the Contributer’s List, which will be on board the completed vessel. (Of course, this is likely an offline follow-up option for higher level gifts)
Twenty five years ago, when Greenpeace was a client of Craver Mathews Smith West, we had the challenge to use both acquisition and donor mail to replace the Rainbow Warrior, which had been sabotaged in New Zealand. As I recall, acquisition copy pulled well over one percent for two years and we stopped only because they had announced reaching their goal.
Our teaser was “We need your help to buy a boat.” I think the” We need your help” phrasing is stronger sales copy even 25 years later than “The Earth needs a new Warrior. It needs You.” I think Dan Cane was the copy writer.
I came away with ambivalence – initially wowed by the video presentation and the very ca. 2000 flash design (which I used to develop, and still love), something about it defeats its own purpose.
Looking at your article previous to this, I think I’m closer to understanding what bothered me. If that boat is itemized down to the spoon, how am I supposed to choose what part to buy without feeling overwhelmened by the sheer amount of gifts that have to be given for this boat to be built? Too much choice. The site may safely engage gamers with lots of time on their hands, or the odd has-been flash developer like me, but the average donor? I’m not so sure.
I applaud the celebration of the ship – the emotion and poetics. But there just might be too much going on, too much UI learning required before you donate, and then too much choice.