Digital Awards To Greenpeace & Nike
Two awards to highlight for meritorious online campaigning and marketing.
The ePhilanthropy Foundation gave its “Best Integrated Online/Offline Campaign” award to Greenpeace International for its “No Whaling Virtual March” in June 2005 in conjunction with the 57th International Whaling Commission held in South Korea. Over 60,000 supporters from 123 countries participated in the event online by submitting photos of themselves with banners expressing their views on whale hunting policies worldwide. The images were then projected in a plaza near the Commission's venue, helping to draw attention to Greenpeace's opposition to increased whaling.
We second the emotion by giving Greenpeace International our latest “You Deserve a Raise” citation.
Meantime, Ad Age gave its “Digital Marketer of the Year” award to Nike for its adroit use of the online medium in a wide variety of marketing applications and promotional campaigns — from a super smooth online shopping experience, to elaborate co-promotions linking Nike's Zoom Plus sneakers and Apple iPods into a virtual training experience, to a World Cup soccer campaign, “Joga Bonito,” with online videos viewed globally more than 110 million times.
How many nonprofits can match the marketing resources of Nike? None. Then what's the relevance? Stimulating your creative juices.
Spend a half hour browsing the Nike website and you'll be WOWed. In fact, if you hold the online marketing portfolio at your nonprofit, you should have a half dozen or so websites of savvy corporate marketers like Nike bookmarked, so you visit them periodically to observe the latest in cutting edge online marketing. There are lessons to learn in branding, design, direct marketing, integrated marketing, online technology, cause marketing and more. You can't spend like Nike. But you can be as smart and creative.
Just do it!
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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