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. The main problems: lack of a clear audience and an appeal to that audience’s values. It was depressing—everyone in Ukraine knows the collapse of the Soviet Union hit pensioners hardest—but not personally motivating. It was a colorful, animated spot to be shown in movie theaters.