Who Made Your Best Ad?

August 27, 2010      Admin

Or came up with the best fundraising message? Or the phrase or image that cut right through the rest of the plain vanilla?

If your nonprofit is in the habit of actually listening to your donors (or the beneficiaries of your organization), chances are one of them did … or could, if given the opportunity.

Probably every fundraiser has used testimonials at one time or another … in direct mail letters, brochures, on websites, print ads, TV commercials. They are the most elemental form of letting someone else speak for you, from firsthand experience and with genuine emotion and special credibility.

But of course, the modern tools of the internet have catapulted to an entirely new level the ability of your donors to express themselves on your behalf … indeed, whether you like it or not. Social media tools in particular, often conjoined with “home-made” video, have spawned an entire volunteer industry of “user-generated” content.

And often these “out of your control” creative efforts are far more compelling than anything your in-house team or fundraising and communications consultants come up with.

Aline Reed, creative director of Bluefrog London, explores this theme in a terrific article — What kind of advert would your supporters make, for you? — just posted at SOFII. The article has several direct links to excellent examples that illustrate her point — unleash the creative potential of your donors and followers. Ever hear the Greenpeace “Mister Splashy Pants” story? Check it out in Aline’s article.

Aline, congratulations on a very robust and provocative presentation. You deserve a raise!

Tom