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.

What’s missing from your elevator pitch

Nonprofit Marketing Blog

The other person in the elevator. When I lived in Ukraine, I met a clothing designer who ran a social enterprise—a workshop for disadvantaged women. Whenever the clothing designer got on an elevator and saw a woman dressed with a hint of the romantic style she marketed, she complimented the person. The other person usually thanked her, smiled or said “This old thing?&# You know what I mean by an elevator pitch, right?

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Impact - not ideas - should be the star of your story

Nonprofit Marketing Blog

While I was living in Ukraine, the government tax authority launched a campaign to motivate taxpayers to stay honest and continue paying their taxes. The tax authority developed several ads. It looked like an ad for Honey Nut Cheerios with worker bees starring as the cereal mascot. In one of my trainings, I placed the ads side by side and asked a roomful of Ukrainians which was more effective given the tax authority’s marketing goals.

The well, the mom and the baby: Breathing life into work that’s indirect or technical

Nonprofit Marketing Blog

While I was living in Ukraine, the government tax authority launched a campaign to motivate taxpayers to stay honest and continue paying their taxes. The tax authority developed several ads. It looked like an ad for Honey Nut Cheerios with worker bees starring as the cereal mascot. In one of my trainings, I placed the ads side by side and asked a roomful of Ukrainians which was more effective given the tax authority’s marketing goals.