New Rainbow Warrior For Sale
Bryan Miller blogging at Giving in a digital world says this:
“Crowdfunding websites that let you contribute to specific projects are nothing new, but anewwarrior.greenpeace.org launched by Greenpeace to generate funds for their new Rainbow Warrior has lifted the bar to a new level in terms of on-site experience.”
And he is spot on. This site is brilliant. You can browse through the interactive 3D model and find thousands of items of equipment or fittings that you can pay for (i.e., sponsor) for due recognition — from a GPS system (at 4000 euros) to portholes, blankets, and curtain rods. Talk about creating a sense of ‘hands-on’ participation!
Being a fan of fundraising videos, of course I didn’t skip the intro video, which is powerful, ending with: “The Earth needs a new Warrior. It needs You.”
Take a look.
Tom
4 responses to “New Rainbow Warrior For Sale”
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 don’t agree. There is too much going on. I have failed to find how much they want to raise, and why does it take so long before we are invited to ‘skip the intro’?
Exciting work.
I think it would be strengthened by including a tribute option. It would make sense, particularly with the heavy promotion of the Contributer’s List, which will be on board the completed vessel. (Of course, this is likely an offline follow-up option for higher level gifts)
Twenty five years ago, when Greenpeace was a client of Craver Mathews Smith West, we had the challenge to use both acquisition and donor mail to replace the Rainbow Warrior, which had been sabotaged in New Zealand. As I recall, acquisition copy pulled well over one percent for two years and we stopped only because they had announced reaching their goal.
Our teaser was “We need your help to buy a boat.” I think the” We need your help” phrasing is stronger sales copy even 25 years later than “The Earth needs a new Warrior. It needs You.” I think Dan Cane was the copy writer.
I came away with ambivalence – initially wowed by the video presentation and the very ca. 2000 flash design (which I used to develop, and still love), something about it defeats its own purpose.
Looking at your article previous to this, I think I’m closer to understanding what bothered me. If that boat is itemized down to the spoon, how am I supposed to choose what part to buy without feeling overwhelmened by the sheer amount of gifts that have to be given for this boat to be built? Too much choice. The site may safely engage gamers with lots of time on their hands, or the odd has-been flash developer like me, but the average donor? I’m not so sure.
I applaud the celebration of the ship – the emotion and poetics. But there just might be too much going on, too much UI learning required before you donate, and then too much choice.