Everything Is NOT Awesome
Agitator readers know I have this obsession with online video. Only yesterday I was writing about it. Sooner or later, one of you will take me to task and tell me to get over it already.
But every time I get ready to wax eloquent over putting the donor at the center of fundraising, or testing subject lines in your email appeals, or upping your retention game, another online video comes along and I’m back in the rut.
Addicted to video.
Here’s my latest fix … Greenpeace’s Everything is NOT Awesome video, which has racked up over 3 million views in three days before YouTube initially iced it, claiming copyright concerns. It’s now back up with over 5 million views.
The video depicts a LEGO Arctic being destroyed by an oil spill to highlight LEGO’s promotion of the Shell oil brand on its toys.
Here’s the story on it, and here’s the video …
Who says creativity doesn’t matter?!
Granted, this is not explicitly a fundraising video. But does anyone doubt that Greenpeace isn’t accomplishing more than just ‘sending a message’ with this video? Check the fine print at the bottom of their online petition. Hint: I’ve already received my follow-up email!
More than 5 million views … I wonder how many fresh email addresses?
Greenpeace gets an Agitator raise for this awesome effort.
Tom
2 responses to “Everything Is NOT Awesome”
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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Brilliant. All systems in place, including supporter-empowered social media links. Love their Twitter description too: “Changing the world one tweet at a time from down under.” And the donate page language: “You’re part of a plucky, creative, and above all courageous movement made up of millions of people in all corners of the globe. And together, we are stronger than we ever imagined.” Thanks for this find.
Never give up beating the drum for online video!