Buy Dove
I’m an unabashed shill for Dove’s Campaign for Real Beauty, which aims to improve the self-esteem of teen girls.
The Campaign plans to reach 5 million girls by 2010, with most outreach through the Girl Scouts. Dove’s Self-Esteem Fund will spend $1.5-2 million this year.
Are they doing enough? Dove will rake in $2.5 billion in sales this year. Is anyone ever doing enough? Is anyone "clean" enough. I think this Real Beauty effort is for real.
The Campaign’s latest turn is described here by the NY Times, and here is "Under Pressure," the latest in their series of attention-getting videos.
Tom
One response to “Buy Dove”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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I love the promotions to help young girls feel better about their bodies, and bring attention to what the media is doing to aid in women of all ages having body issues. I work with teenage girls and young women and it’s great to see the shift in their reality. We are not just our bodies, we have good stuff on the inside…our essence…who we really are. I am all about bringing awareness regarding body image. My Feet Aren’t Ugly, A Girl’s Guide to Loving herself from the Inside Out.
myfeetarentugly.com