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. 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. The next time I saw their staff, they handed me a video of their new ad.