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.

Using Colored Ribbons to Symbolize Your Cause

Cause Related Marketing

It reminded me of ‘thank you to our sponsors’ ad I found in the Alden Keene Cause Marketing Database from WalkAmerica, the fundraiser for the March of Dimes. In the bottom right corner of the March of Dimes ad was a blue and pink ribbon (get it?). Frankly it came as a surprise to me that March of Dimes… which works to prevent birth defects… had a ribbon and that they choose to feature it so prominently in the ad.

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What’s missing from your elevator pitch

Nonprofit Marketing Blog

When I lived in Ukraine, I met a clothing designer who ran a social enterprise—a workshop for disadvantaged women. She then awaited a response and added, “I call my business happy endings because out stitching is done by women in need whom we’ve hired and specially trained. You know what I mean by an elevator pitch, right? It’s a pitch for your organization that you could make in the time span of an elevator ride—about thirty seconds to two minutes.

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.