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 depressing—everyone in Ukraine knows the collapse of the Soviet Union hit pensioners hardest—but not personally motivating.