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. 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. Businesspeople didn’t see the ad as meant for them.