Isn’t It Nice To Win?
The winner for Most Innovative Fundraising Campaign at the recent International Fundraising Congress was Diankonie Frankfurt, for a campaign called Help the Oma (grandmothers).
The campaign actually sought to enlist volunteers to help with Diakonie’s various social service programs. [I hope I’m reasonably accurate … my German isn’t what it used to be!]
Here’s the video that presented the campaign to the IFC audience. Check out the ‘promo girls’!
And here’s the Help the Oma website.
Applause!
Now before I’m criticized for applauding creativity for its own sake (i.e., absent any grounding in the brand or in actual outcomes), let me point out that:
1. This campaign easily surpassed its goal, and delivered exceptional media exposure for the group as a bonus.
2. It’s better to approach your work with the zeal and commitment that says — I want this campaign to be a knock-out! — than to coast mindlessly through ‘same old, same old’.
When was your last knock-out campaign? Overdue?
Tom
P.S. Thanks to Jann Schultz at Operation Smile for the heads-up.
One response to “Isn’t It Nice To Win?”
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
it would have been helpful to know what was so innovative about it. I visited the Help Oma website which is in flash and all German. So, no dice there. Then I went to the main organization’s website, translated it using Google and read some of their work for the homeless but not much about the “innovation” of the latest campaign.
I supposed I’ll do some more digging later on in the day and see if I can find out what about it was so different and effective for them. I wish you’d have given some more information in your post.