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The babushka, the alarm clock and the art of fundraising

Nonprofit Marketing Blog

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