The babushka, the alarm clock and the art of fundraising
Nonprofit Marketing Blog
SEPTEMBER 20, 2011
Once upon a time, when I was living in Ukraine, I met the staff of a community foundation named Dobrata that was trying to encourage businesspeople to give money to charitable causes. They showed me their latest advertisement, which they had aired on local television. It was an animated, black-and-white ad with mournful music playing in the background. What happened when the ad ran? The main problems: lack of a clear audience and an appeal to that audience’s values.